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DEARBORN, Mich. — Ford said Thursday that its franchise dealers will do much more than just hand the keys off to the new owners of a 2011 Fiestas.

All kinds of new technology mediums are being utilized as a part of the Ford Retail Movement, a dealer campaign intended to help these new owners learn more about their vehicle and remain in contact with the store.

As part of this dealer-readiness program, Ford indicated it has been working with targeted franchise rooftops, focusing on three key areas: preparing the sales force, engaging the customer and creating a distinct new-vehicle delivery experience. The company believes the Fiesta delivery is designed to be particularly unique since the approach is geared to be different than anything Ford has ever done before.

"Everything about the launch of the Fiesta has been different and the delivery experience is redefining how customers become acquainted with their new product," explained Paul Anderson, Ford small car marketing manager.

"The Fiesta movement started the engagement with consumers and the delivery process continues the dialogue. This makes owners a part of something special," Anderson continued.

Ford highlighted the Fiesta "unpackaging" experience is a new way for the automaker and its dealers to interact with customers

OEM executives explained the experience kicks off with a short video featuring Fiesta Movement agents that is viewed on a kiosk located on the showroom floor. Following the video, consumers can have their picture taken with their new vehicle, which can be uploaded to the Fiesta Community site.

After leaving the dealership, the owner can plug the preloaded USB into the Fiesta that "unwraps" the vehicle. The automaker indicated content on the device is meant to help owners explore all of the vehicle's features, including 19 minutes of "infotainment-type audio." Ford said topics ranging from push button start to the sound-deadening windshield glass.

When the new owners arrive home, Ford highlighted that they can take the USB to their own computer and download a Fiesta Community app, which is a place they can continue to engage with Ford, their dealer and other Fiesta enthusiasts

Automaker executives noted features of the Fiesta Community app include:

—Fiestapedia: Serves as an online wiki, where owners can get tips from other owners and contribute their own ideas, with more than 15 categories to choose.

—Photoshop: Users can retrieve their photo taken when they received their car, and Photoshop in a background, with more than fifty to choose from. After the photo is completed, it can easily be shared through social media channels like Facebook.

—Online Community: Connects owners through collaboration with Fiesta Faction, an existing enthusiast club.

—Dealer Store: Ties owners in with their dealer, so they can check out their Facebook page or website and keep up-to-date with events.

—Podcasts: Offers a dozen podcasts with greater detail about the features on Fiesta, such as safety and SYNC.

—Fiesta News: Provides updated news on the world of Fiesta

—Ford Connections: A path to connect with Ford through http://www.fordvehicles.com/, http://www.syncmyride.com/ and http://www.flmowner.com/.

"The Fiesta Movement has taught us that consumers want to continue the dialogue with Ford Motor Company and other Fiesta owners," Anderson insisted.

"Fiesta continues to push the boundaries of how we launch products and how we interact with our customers," he concluded.