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February 18, 2008

Ford Offers a Global Brand Naming Fiesta

The news that Ford is bringing back the Fiesta at the Geneva Motor Show in March, has been greeted with much joy. The Fiesta is one of Ford’s better brand naming choices.
Introduced in 1976 (pictured left), it has stood the test of time in Europe, Asia, South Africa, Australia and the Americas but died a quick death in the US in the mid eighties, replaced by the Festiva.

This move by Ford also illustrates an example of truly global product naming strategy as well as forward thinking engineering. The Fiesta is actually a reincarnation of the Verve concept car, making it the most sophisticated Fiesta ever.
The idea here is obviously to create an equivalent brand name to the Toyota Corolla (pictured right), or the VW Golf, both of which are known worldwide.

While some grumble that the Verve name had a certain appeal, Ford seems to be betting on the fact that its US target market will not remember the Fiesta name from twenty years ago while those across the pond will appreciate a revamp of a trusted brand.
This is a great move by Ford. The Fiesta (the 2009 model pictured left) has sold over 12 million units worldwide and the brand spanking new car will offer plenty of competition to established brands. One important strategic element for Ford to survive is to embrace global brand naming, following the lead of its Japanese and European competitors.

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Posted by William Lozito at February 18, 2008 8:14 AM
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The Fiesta? You can't be serious. Any petrol head knows what a piece of s**t that was. The Ford Ferrari? I can't believe they're bringing it back - but if the market agrees, then so be it. One thing is for sure, recently, Ford hasn't been the best sheet of metal at the stamp factory. Hopefully, they'll turn their act around - I just don't believe the Fiesta name will usher in a new era of Ford Profitability, at least not in the U.S.

Think it maybe time for "We Marketers" to eat some humble pie, seeing that the new Fiesta is now one of the best selling car of 2009 in the uk so far; out selling the Focus and the VW Golf.

2011 brings the release to the US, who of which are eagerly awaiting its launch.

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