U.S. consumers became interested in cars hatchback cars, especially compact and small car segment. It was raised Ford Motor Co. told the Detroit News, Tuesday (07/12/2011).
Ford concluded that it is based on sales of the Fiesta. It turned out that 50 percent of the Fiesta sold in the U.S. is a hatchback. Therefore, Ford estimates that the new Ford Focus was launched in the country, hatchback variants, will take a share of 41 percent.
Meanwhile, Robert Parker, Marketing Manager of Ford Group, said the new trend of other U.S. auto consumers are demanding luxury interiors and new features that more and more.
"More and more consumers interested in fuel-efficient cars, advanced technology, and high flexibility. For example, five-door car," said Parker.
Europe and Canada
Added, for Americans this rate, hatchback cars are traditionally sold in Europe and Canada because of their low incomes. Another assumption-a-hatchback stigma is a synonym cheap car, small engine, and a boring design.
Another stigma, as stated by Dave Sullivan of AutoPacific Inc., in Ann Arbor, Michigan, "Hatchback is the car for school children. They have no money and bad."
Now the stigma began to fade. U.S. consumers began to follow the ways of the Europeans. They started out, in addition to versatile, fuel efficient hatchback as well.
Added, a change in U.S. consumer outlook is because some of them have for years been using the SUV and crossover.
"They finally chose this car because the hatchback provides convenient and flexible," said Ford sales analyst, George Pipas. Sullivan added that the driver is actually driving a hatchback crossover. However, they did not want to admit it.
Hence, when in the early stages of market share Ford's only hope Fiesta five-door hatchback only 40 percent, now increased to 60 percent. In fact, the new Focus was launched in the country, set back its marketing strategy. Composition of the Focus hatchback with a sedan sales are now tied, 50-50.
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