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Ford Shows Dealers How To Sell Fiestas To Millennials

Ford started offering special training to dealerships about how to sell the new subcompact Fiesta to its target millennial market a full nine months before the car will be available this summer, Brent Snavely reports. Web-based training includes a series of 16 special videos that explain how to compare the Fiesta to its main competitors -- the Toyota Yaris, Honda Fit and Nissan Versa. In addition, 573 dealers in large metropolitan areas are getting an on-site program.

"For the young buyer, the car is something very personal," says Paul Anderson, Ford's small-car marketing manager. "It is something that is very much a part of who they are and an extension of themselves."

Millennials are generally defined as having been born between 1980 and 1995. Ford expects more than half of Fiesta sales to come from large metro areas, and 25% of all Fiesta sales to come from just five: Dallas, New York, Los Angeles, San Francisco and Washington, D.C.

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