In what will be its biggest experiential campaign, Ford will let one hundred consumers drive its new urban SUV, EcoSport, from this May onwards. The hundred consumers will be selected by a jury based on votes, quality of content and other criteria.
Unveiling the new SUV in New Delhi on Friday, Ford India President and MD Joginder Singh said the idea was to give people an opportunity to drive and experience the EcoSport in the open and share their product experience with family and friends.
The company is giving customers the choice of three engine options as well as manual and automatic transmission versions in petrol. The SUV has the new award-winning 1.0L EcoBoost turbocharged engine. It will also feature SYNC, a voice enabled interactive system the manufacturer has co-developed with Microsoft. The company has not yet announced the pricing of the SUV.
Ford India has opened two EcoSport Urban Hubs at Select CityWalk in Saket, New Delhi, and Infinity Mall, Malad, Mumbai. The company is also planning a 12-city roadshow.