Ford Motor Co.'s Fiesta is in a traditionally low-margin segment but profits are being boosted by consumers opting for the higher-end versions of the new small car.
Last Wednesday, company officials revealed details about early US sales. The basic Fiesta S sedan accounts for only 7% of Ford Fiesta's US sales since the subcompact debuted in showrooms last June. According to Sam De La Garza, brand manager for Fiesta, Ford had predicted that 15% of buyers would choose the basic Fiesta S sedan.
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