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NINETY EIGHT REGENCY

Boomerang offers fix to Ford Fiesta’s missing armrest [Video]

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Boomerang offers fix to Ford Fiesta’s missing armrest

05/14/2010, 6:58 PM BY MARK KLEIS

With the launch of the 2011 U.S.-spec Ford Fiesta just weeks away, one aftermarket company has developed a solution to a problem that many consumers were not yet aware even existed. Boomerang, which has been supplying OE’s with various parts since it was founded in 1996, has developed a unique OEM-style armrest in order to fill the void conspicuously left by Ford’s engineers.

Although the Ford Fiesta has generally received positive remarks from critics and analysts alike, many sharp-eyed would-be consumers have voiced their concerns in online forums that Ford forgot to equip the Fiesta with a standard or optional armrest.

Why the lack of a factory armrest?

Leftlane has spoken with Ford engineers about the possibility of an armrest in the Fiesta in the past, and Ford said that the U.S.-spec Fiesta, like the European counterpart, would not have a factory-installed armrest. Although no specific reasons were offered, it was likely due to the fact that space is at a premium in the subcompact, and with the majority of European buyers opting for manual transmissions, the demand for a center console armrest was low.

Luckily for those who had their hearts set of a Fiesta, but weren’t sure how they would address the issue of the missing armrest, Boomerang has produced an aftermarket armrest that was built to OE standards. Leftlane recently had the opportunity to speak with the company’s founder and president, Chris Fischer, as he detailed the unique background behind the development of the Fiesta armrest.

Boomerang promises durable solution

Fischer says that his company has worked with major manufacturers such as General Motors and Land Rover in the past to develop armrest solutions, so when they realized the Fiesta was going to come to market without a factory armrest, they were quick to adapt and develop a suitable solution. The result is an armrest that unlike many aftermarket parts, is actually built with an all-aluminum frame, capable of holding the weight of an adult – up to 300 pounds.

Fischer explained that when they developed the armrest they anticipated the unavoidable situation where children decide to climb to and from the back seat, often times stepping on the armrest along the way.

The armrest was also developed uniquely to the Fiesta, with ease of installation and an OEM look and feel in mind. The result, Fischer says, is an armrest that can be installed in the center console in as little as five minutes, or as long as 30 minutes for the mechanically un-inclined. Boomerang also hopes to educate dealers on the installation process so customers can avoid the process completely. Fischer also pointed out that the materials and colors used on the armrests will match the wide selection of colors and two materials available from the factory.

Even the after market suppliers are copying the Fiesta Movement

Building on the “hip” and “cool” marketing approach being utilized by Ford to push its new premium subcompact, Boomerang developed a very Fiesta Movement-like video to detail the armrest and show that they are serious about offering a solution to the Fiesta’s problem.

(More after video)

Where do I get it – and for how much?

Fischer also said that Boomerang is in talks with dealers nationwide to work out distribution agreements, which he hopes will allow for consumers to finance the armrest along with the rest of the vehicle. Fisher said that consumers will have the option of buying the armrest directly from Boomerang, or the dealers, and as a result the price is not quite set in stone – but expect an MSRP in the realm of $200.

As with any aftermarket part there is always the risk of the product breaking, and even if the armrest is dealer installed it will not be covered by a factory warranty. When asked about this issue, Fisher told Leftlane rather boldly, “We don’t like warranty claims, we think it is better to over-engineer our products and save the hassle for our customers and costs to us. If a problem were to arise, we would of course fix or replace it under warranty, but our philosophy is to nip the problem in the bud in the first place – eliminating warranty claims altogether.”

[media]

link:

http://www.leftlanenews.com/boomerang-offers-fix-to-ford-fiestas-missing-armrest.html

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SAmadei    224

When I drive something like a Fiesta... the passenger seatback is my armrest. My other arm hangs out the rear side window and drags along the ground... I don't need this armrest to be poking me in a side.

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