Because we use car dashboards like cellphone keyboards…
July 23, 2009 — Abigail Hamilton
A muse has been invented to guide the designers at Ford in better envisioning who their target customer is and what this person will respond to positively. Mother Jones reports based on a Business Week story:
The challenge was to come up with a design that could suit the tastes of consumers around the globe, thus cutting the cost of selling different small cars in every market. So, it made a Fiesta hatchback that has with a rear end that looks like that of a small SUV, a dashboard inspired by a cell-phone keyboard, and oversized headlights that belong on a bigger vehicle.
Ford’s target Fiesta buyer: Her name is Isabella, a name that consistently ranks among the Top 5 baby names for American girls. Isabella isn’t American, though. She is stylishly Italian, a recent college grad living near Milan. She’s a modest earner, hip, urban, creative, and way into social media.
She’s also considering journalism as a career.
In other words, she’s nuts. And entirely fictitious.
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