High demand for the subcompact 2011 Ford Fiesta hatchback and sedan is leading to a longer than usual wait time for customers. Ford is taking a consumer-first approach to keep customers satisfied by offering an official apology.
The delays are also due in part to the effects of Hurricane Alex, which has temporarily slowed transportation from the Fiesta’s manufacturing plant in Mexico. As a measure to appease the 2300 customers whose Fiesta orders have not yet come in, Ford has sent $50 gift cards, according to spokeswoman Angie Kozleski.
“Our focus is on customer satisfaction,” Kozleski said.
According to a Reuters report, Ford will also call customers who are still waiting for their cars, with an apology.
Although the Fiesta has already launched in other world markets, a successful U.S. launch is also crucial for Ford. Prior to the Fiesta’s on-sale date, Ford marketed the Fiesta through the Fiesta Movement ad campaign. We’ve been waiting over a year for the hatchback we deemed one of ten cars that the U.S. needs now.
Ford last reported a 10-day supply of Fiestas on dealer lots at the end of June, though the wait for Fiesta sedans is reportedly shorter than for hatchbacks. If you’re still holding out for a Fiesta, Ford hopes the gift cards will ease the pain of waiting.