Industrial designers often personify their target market customers as personas. Meet Antonella again.
As we know, the Ford Fiesta’s archetypal customer is “Antonella”. According to Ford she’s left home now and wants her Fiesta plusher, pricier and something else beginning with p. The question is should Ford
not remember the customers who still want what Antonella wanted last time around? It’s all very well giving some tangible identity to market research statistics but in so doing they risk neglecting the non-Antonellas who still want a reliable, inexpensive car. Every new generation of car is bigger and costlier, meaning the models creep up the size scale, leaving less room for the biggest cars. The Mondeo is now huge and the Focus as big as a Mk1 Mondeo hatch. The Scorpio is long gone and the Galaxy isn’t quite the same thing (though Renault’s Espace is now a kind of Safrane substitute).
I don’t believe Antonella wants a fancier Fiesta. She’s a candidate for the Mini or a Juke. Ford would be better off saying goodbye to the idea of selling Antonella another, ritzier Fiesta and instead sell her a Focus or something Jukey.
Do our dear readers imagine they fit into a prototype like Antonella’s? Write and let us know.