On June 26, 2013, when Ford launched its new compact SUV, the EcoSport, at a shocking price range of Rs 5.59 lakh to Rs 9 lakh (ex-showroom Delhi), it had pretty much set itself up for a stellar sales performance. Seventeen days later, Ford has announced that the EcoSport has already racked up a healthy 30,000 bookings.
Speaking about the achievement Joginder Singh, president and managing director, Ford India, said, "We had high expectations of the Ford EcoSport and the unabated response post the launch has been truly gratifying. Consumers are appreciating the value-for-money proposition that we are offering in the EcoSport’s compelling and smart package. We thank our customers for their overwhelming response and appreciate their patience. The Ford India team is working closely with the suppliers at our Chennai facility to enhance output of the EcoSport to reduce the waiting period and to meet the high demand.”
The reasons for the Ford EcoSport being lapped up so quickly are four-fold. First and foremost is the EcoSport's tantalising pricing, which makes it an attractive option when weighed against even premium hatchbacks, compact sedans and mid-sized sedans.
Secondly, Ford's massive, almost one-and-half-year long PR drive with the EcoSport helped generate a lot of buzz and interest in the vehicle irrespective of the agonising delay in the vehicle's launch. Such was the hype that Ford opened prebookings for the EcoSport without even announcing the prices.
Also read: Ford EcoSport : Special Coverage
Thirdly, the EcoSport comes with a choice of three engine options ranging from a 1.5 litre petrol and diesel mills and the award-winning 1.0 litre EcoBoost petrol engine. Offering an array of engine options has helped attract a wider band of customers. The EcoSport is also available with an automatic gearbox for those not predisposed towards stick shifts. Also read: Ford EcoSport diesel variants recalled
And lastly, customers have been blown away by the sheer number of features on the EcoSport. The top-of-the-line Titanium (O) variant especially comes with features such as Bluetooth connectivity, keyless entry and engine start/stop, SYNC voice control, cooled glovebox, power outlets, six airbags, rear parking sensors, ABS, etc. With a choice of 10 variants on offer in terms of engines, gearbox and equipment, the EcoSport’s model list is well spread out.
The Ford EcoSport is a well rounded product that has managed to win the hearts and minds of value-conscious Indian buyers rather well and needless to say, will eat into the sales figures of various cars within and above its price bracket.
Just to give you an idea Renault sold 4,523 units of the Duster in the month of June 2013, which is significantly dwarfed by the 30,000 bookings received by Ford for the EcoSport. And that’s not all, the EcoSport's bookings overtakes even the sales figures of India’s bestselling car, the Alto 800 that sold 20,077 units in June 2013.
Also read: Ford EcoSport : Road Test
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