VEHICLE WAS PARKED IN PUBLIC LOT WHILE VISITING LOCAL STORE. ORIGINAL DRIVER ATTEMPTED TO START VEHICLE BUT WAS UNSUCCESSFUL DUE TO APPARENT LOSS OF ALL ELECTRICAL. ORIGINAL DRIVER NOTICED SOME SMOKE AND/OR SMELL OF SMOKE FROM BEHIND CONSOLE. DRIVER IMMEDIATELY TURNED KEY TO OFF POSITION AND CALLED SPOUSE TO REPORT FAILURE. SPOUSE INSPECTED BATTERY CABLES AND BATTERY VIEWING EYE WITH NO FINDINGS OF FAILURE OR LOOSE CABLES. SPOUSE ENTERED VEHICLE INSPECTING POSITION OF GEAR SHIFT LEVER AND TRANSMISSION INDICATOR FOR PROPER PARK POSITION WITH NO UNUSUAL FINDINGS. SPOUSE TURNED KEY TO START POSITION WHICH PRODUCED WHAT APPEARED WAS AN ELECTRICAL SHORT UNDER CENTER CONSOLE DIRECTLY UNDER BEVERAGE AND MISC HOLDER. SPOUSE TURNED KEY BACK TO OFF POSITION IMMEDIATELY THEN SMOKE STARTED COMING FROM UNDER THAT AREA OF CENTER CONSOLE. SPOUSE REMOVED RUBBER LINER WITH SCREWDRIVER WHICH EXPOSED PIN HOLE WITH SPARKS SHOOTING OUTWARD WHICH IN TURN PRODUCED A FIRE IN THE CENTER CONSOLE. SPOUSE ATTEMPTED TO STOP FIRE WITH NO SUCCESS THEN EXITED VEHICLE TO BREAK OFF RED CABLE AT BATTERY TERMINATION IN ATTEMPT TO STOP FIRE. ORIGINAL DRIVER CALLED ON HELP AT UPS STORE DIRECTLY IN FRONT OF VEHICLE PARKED LOCATION. EMPLOYEE FROM UPS REACHED VEHICLE WITH FIRE EXTINGIUSHER AND STOPPED FIRE FROM SPREADING TO OTHER AREAS OF VEHICLE. VEHICLE WAS TOWED TO CHAMPION FORD DEALERSHIP WITHIN 1 1/2 HOURS AFTER INCIDENT. DEALER REPORTED FINDINGS ON JUNE 10TH TO VEHICLE OWNERS. DEALER INVESTIGATION CLAIMS UNSUC