Ford commissioned a pan-European event introducing dealers to the new Ford Fiesta, its innovative technologies and the new generation of customer. ‘Fiesta Now’ was a 36-day experience held in Barcelona for 6,500 delegates from 9 markets. They got to know the car in depth through extended drive sessions and learned about the lives and interests of younger, more tech savvy customers. Delegates were also briefed about online profiling tools to identify existing and new customer types. Delegate surveys revealed satisfaction results of 97%. 

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