According to a new vehicle customer study by MaritzCX, Ford’s selection of new sporty cars is attracting younger and more affluent customers. With a new lineup of sports-tuned, high performance options and new EcoBoost engines, Ford is catching the attention of a new segment of the automotive market.
Buyers of new Ford Fiesta ST, Focus ST, Focus RS and Fusion Sport models are on average three to ten years younger than buyers of regular Ford Fiesta, Focus and Fusion models. This trend is especially evident in the new Ford Fiesta ST. The average age of a new Fiesta buyer is 45 years old but the average age of a Fiesta ST buyer is 35. Similarly the average age of a standard Ford Focus buyer is 46 while the Focus ST is being sold to customers with an average age of 36.
Ford witnessed a 45 percent increase in sporty car sales during the first three months of 2017. It seems these new high performance sports models are attracting not only a younger but a more affluent demographic. These millennial buyers have a higher household income than older customers and are willing to spend more for specialty features and driving dynamics. These younger customers also give Ford a chance to win them over as repeat buyers.
This new trend comes at an interesting time as industrywide car sales are on the decline. More new vehicle buyers are opting for fuel-efficient SUVs and crossovers. However Ford’s new, sporty performance hatchbacks continue to gain popularity.
We invite you to explore the new lineup of sports inspired Ford cars. We have a selection of new Ford Fiesta ST, Focus RS, Focus ST and Fusion Sport models to choose from at our Ford Dealership near Dallas, Texas.