Ford Goes Live with its Urban Sports Utility Vehicle EcoSport


Going further with its largest product experiential campaign, Ford went live with the EcoSport and unlocked the first-of-its-kind opportunity for a hundred consumers to drive the urban SUV and share their product experience with family and friends.

The hundred consumers will be selected by a jury and the experiential drive will commence in May 2013.

Ford India also announced that the EcoSport line-up will include four trims, giving consumers a choice of three engine options and an automatic transmission option in petrol.

Ford will, for the first time, offer an SUV with its award-winning 1.0L EcoBoost turbocharged engine. EcoSport will be the first vehicle in its segment to feature a voice enabled interactive system better known as SYNC, which the manufacturer has co-developed with Microsoft.

At the EcoSport Urban Hub launch, Joginder Singh, President and MD, Ford India said, “We are excited to go live with our game changer EcoSport at the EcoSport Urban Hub, as we bring our urban SUV closer to our consumers. We have taken a step further by giving them an opportunity to drive and experience the EcoSport out in the open and share their product experience with their family and friends.”

Ford India also announced the simultaneous opening of the first two EcoSport Urban Hubs in New Delhi and Mumbai at Select CityWalk, Saket and Infinity Mall, Malad, respectively.

As part of the 12-city roadshow, this is the next step forward with the EcoSport Urban Discoveries campaign. In the following weekends, the EcoSport Urban Hub will be going to Bengaluru, Chandigarh, Kochi, Ludhiana, Chennai, Jaipur, Hyderabad, Ahmedabad, Pune and Kolkata in a phased manner, and consumers will have the opportunity to see, touch and feel the upcoming EcoSport in this modular urban environment in high footfall malls in each of these 12 cities.

“We thought we should leverage EcoSport Urban Discoveries as a socio-technological tool to take advantage of the vast reach of the internet so that we could tap into India’s proverbial method of effective communication, which is word-of-mouth, and the EcoSport Urban Hub will be an enabler to this kind of engagement,” said Vinay Piparsania, Executive Director, Mktg , Sales and Service, Ford India.

The EcoSport Urban Hub is a modular interactive zone contained inside the atrium of a mall featuring an urban skyline as a backdrop and a glass floor embedded with objects that will be reminiscent of places in a city. The Hub also includes an educational 3-D Ecoboost engine holocube, which is a revolving and projected display of the engine’s construction to familiarize visitors with the revolutionary engine technology. A SYNC simulator in the form of an engaging driving game and music selector will give users a sense of the functional simplicity of the voice enabled interactive feature.

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