Early Fiesta Orders Gives Ford Insight Into Consumer B-Car Preferences

SAN FRANCISCO – Ford Motor Co. is learning some valuable lessons about the B-segment in the U.S. as it prepares to launch its new ’11 Fiesta subcompact this summer.

To date, 11,000 customers have ordered a Fiesta. Of those, the auto maker expects more than 2.5% will end up purchasing the vehicle, says Sam De La Garza, Fiesta brand manager.

“We won’t know until May 3 how many retail orders we have, because dealers are working on those reservations,” De La Garza tells ...