Ford Fiesta Launch

Angus Grieve

1977 launch of Ford Fiesta into the UK small car market. Objectives: achieve 4.5% share of which at least 3% to be taken from competition, with least possible substitution for Ford Escort.
Agency: Ogilvy Benson & MatherAuthor: Angus Grieve

Ford Fiesta Launch

MARKET BACKGROUND

In 1959 Austin launched a mini car designed by Alex Issigonis and sparked off chain of events which was to alter radically the European car market. Motorists immediately found the new small car concept irresistible and sales soared.

The 1960s was the era of the small car as car manufacturers throughout Europe busied themselves with developing new small cars to compete in this important new market sector. Hillman introduced the 'Imp' and Fiat produced several small engined saloons such as the '500' and '850'....

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