Autoline #1404: The Sun Also Rises

The Sun Also Rises

After a decade of reporting everywhere from local streets to foreign wars, Ernest Hemingway wrote and published his first novel "The Sun Also Rises." And though you might think we chose this title to turn a clever phrase regarding this week's guest, it has more to do with what the book wasn't named...at least in the United States. With the novel focused partially on traveling in Europe in the 1920s, Hemingway originally titled the book "Fiesta." Of course it was changed here in America but used in several countries throughout the continent. And how appropriate for this week's guest who chose to make a splash here in the U.S. recently with a European car called, ironically enough, "Fiesta." Ford's Global Marketing guru Jim Farley has been turning the Blue Oval every which way trying to draw attention to the new crop of critically-acclaimed products it has been putting out and it's been working on. With a sweep of the 2010 North American Car and Truck of the Year awards earlier this month with Fusion & Transit Connect, and the Fiesta and Focus on the way, they might not be holding a party down in Dearborn quite yet, but clearly Ford is on the rise.