If we analyse car launches in the Indian market last year, Ford EcoSport clearly stands out as the undisputed winner with its compact body and aggressive price tag. After a marathon marketing campaign, the most anticipated car was launched on 26th June 2013 and gave a tough challenge to cars in all segments. In other words, the EcoSport blurred the lines between cars of different segments. The moment the car was launched, it notched up a long waiting list which still extends upto six months. It not only emerged as a winning product in 2013 but also created remarkable sales figures for Ford Motors. The EcoSport proved to be one of the most bankable products for the company, with its sales figures indicating a fervor and sea change in the auto market.
The Ford EcoSport was initially launched, targeting the youth in Brazil. The compact SUV launched in India was the second generation model which already broke several records in the former country. The aim was to counter Renault Duster in India in a similar manner to what had been done in the Brazilian market. Undoubtedly, the market share of the compact SUV segment was initially captured by Renault Duster in India, when it was launched in 2012. But Ford sensed this growing popularity of Duster in India and launched its EcoSport which put a dent in the Duster's sales.
Text: Charu Kishnani, Car Dekho