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Article: Ford Fiesta gets feature role in novel; US carmaker wants to reach more young women in its top European market.(News)(Ford Motor Company Ltd.)
- Article from:
- Automotive News Europe
- Article date:
- April 5, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Bradford Wernle
Ford of Britain has enlisted British writer Carole Matthews as part of an unusual marketing program.
The automaker wants to reach young women in Britain, its top European market and one of the few countries in the world where Ford is the market share leader.
In the hardback version of Matthews' "chick lit" novel The Sweetest Taboo, her young heroine drives a Volkswagen Beetle.
But after working out a promotional deal with Ford of Britain, Matthews changed the heroine's car to a Ford Fiesta for the paperback edition.
The book's British heroine, Sadie Nelson, follows her heart to Los Angeles in pursuit ...