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With aggressive pricing, Ford bets big on EcoSport to boost India sales

Ford on Wednesday launched its much-awaited EcoSport compact SUV in India with the cheapest model costing Rs 5.59 lakh.

Ford on Wednesday launched its much-awaited EcoSport compact SUV in India with the cheapest model costing Rs 5.59 lakh. Its aggressive pricing strategy with EcoSport means that Ford is banking on high volumes to to boost its market share in India.

Ford EcoSport is a compact SUV which is being marketed as a vehicle that offers increased flexibility and as well as good fuel efficiency.

Car sales in India fell for a record seventh consecutive month in May, the longest stretch declines in car sales since Society of Indian Automobile Manufacturers started collating data in 1997-1998. However, the sales of utility vehicles have held up well amid the broader market slump.

To lower its cost, Ford has invested $142 million to produce EcoSport at its manufacturing facility in Chennai. Ford India's Chennai facility is among its five plants globally where the EcoSport would be manufactured.

Ford EcoSport is based on the company's B-platform, which also underpins its Fiesta model.

Ford EcoSport is pitched against Renault Duster and M&M's Quanto and XUV500.

The EcoSport will be sold in three engine options: 1 litre petrol engine model with Ecoboost technology, 1.5 litre petrol and 1.5 litre diesel engine.

The EcoSport with 1.5 litre diesel will have price starting at Rs 6.69 lakh (ex-showroom Delhi).