Ford's all-new 2010 Ford Fiesta makes its ASEAN debut at the Thailand International Motor Expo in Bangkok, giving the Thai public their first look at this wildly popular car that has sold more than a half million units in its first 12 months.

The new Fiesta will go on sale in Thailand in just a few short months and will be locally produced at AutoAlliance Thailand's new $500 million small car production facility, which will supply the entire ASEAN region, as well as the Australia, New Zealand and South Africa markets.

The five-door hatchback version on the Ford stand provides an up-close look at the attractive design that will be available to ASEAN consumers. A four-door sedan will also be available when production begins in 2010.

Continuing to build upon the solid reputation of small car expertise from Ford, the Fiesta has been a showcase for small car engineering with exceptional fuel efficiency, excellent road handling and vehicle dynamics.

The car's all-new aerodynamic shape minimizes noise, vibration and harshness and enhances its fuel efficiency. Showcasing Ford's kinetic design themes, the bold, sophisticated styling includes a sporty grille reflecting a strong Ford family presence, wrap-around headlamps, pronounced wheel arches and taut body lines highlighted with chrome trim, as well being available in a variety of color choices.

Boldly shaped surfaces express the individuality and distinctiveness of Fiesta inside. Flowing surfaces and contrasting colors wrap around the cabin that is both warm and inviting. While the expressive interior is designed primarily for younger customers, traditional buyers will also be pleasantly surprised at the packaging which conveys both sophistication and luxury without sacrificing form and function.

Instrumentation is easy to read, control stalks are precise and delightful to use and the center console with radio/CD, heating-ventilation and air-conditioning controls are ergonomically designed for ease of use and to convey a feeling of quality.

"The ASEAN launch will write the next chapter in our global Ford Fiesta success story and continue to highlight Ford's leadership in small car design and development," said David Alden, president, Ford ASEAN. "Stylish ASEAN consumers will appreciate the uniqueness and undeniable appeal of the Fiesta to express their individuality, style and sophistication."

Already a favorite in European markets with consumers and media alike, Fiesta has won numerous editorial awards from automotive enthusiast magazines, including Top Gear, Car, Car & Driver and 4 Wheels. Recently the car was lauded with 2009 Car of the Year honors from Auto Express, What Car? and Sun Motors.

Coinciding with the launch in Thailand, Ford also released the new Fiesta at the Los Angeles Auto Show, one of the largest car markets in the United States.