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50 media were invited to take part in the all-new Ford EcoSport test drive event in Fuzhou.
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 All-New EcoSport to Bring Fresh Urban Driving Experience, Leading Fuel Efficiency to China

DATE: Will be calculated from "Release Start Date" field.

FUZHOU, China — The all-new EcoSport may have a small footprint, but the urban SUV is full of surprises. Bringing a fresh driving experience for people in big cities who want the freedom of driving and a modern urban lifestyle, the EcoSport also delivers leading fuel efficiency. In an effort to promote the incredible features of the EcoSport, 74 media representatives from 50 outlets – both traditional and digital – joined a special test drive event in the southern city of Fuzhou from January 13-19. The media were divided into two waves, with the first test drive lasting three days and four days for the second wave.

The event started with a product deep dive session. Ming Hsin Yeh, vice marketing director, Changan Ford, talked about the background of the global vehicle, along with Ford’s experience in developing and manufacturing SUVs. Yeh also gave an analysis of current core needs of young consumers in China which justified Ford’s decision to bring the EcoSport to China. Haifeng Xiang, EcoSport program manager, Changan Ford and Roger Xu, SYNC engineer, Ford APA, also gave journalists a detailed introduction on the four product pillars – Quality, Green, Safe and Smart- and the SYNC system which differentiates the vehicle from its competitors.

The route of the on-road test drive kicked off in Fuzhou and ended in Mount Wuyi, a spectacular tourist attraction in the region. The conditions included urban roads, expressways, national roads, provincial roads and rural roads. Such diverse terrain allowed the media to experience the excellent performance of the vehicle.

To enhance the media experience of the EcoSport’s excellent driving, fuel economy performance, flexible capability and smart features, some fun games such as a Storage Space and Parking Game were designed for participants to test out different features during the test drive.

One of the games asked journalists to connect a mobile phone with SYNC to make a phone call via voice control and play a song via SYNC, with the prize going to the person who finished first. “The SYNC game enhanced my understanding of Ford’s SYNC system and encouraged us to use it more when driving. I found it very convenient and quick to respond,” said Shang Liu from Car magazine.     
 

“The new EcoSport was very quiet during the entire test drive, even the engine noise was barely heard after the ignition was started,” Liqiang Liu from tudou.com commented.
“The comprehensive fuel consumption of EcoSport 1.5L AT Titanium is very impressive! 6.2L/100km!” said Hengwen Yu, from xincheping.com

“I believe the pricing strategy is very critical to the sales performance of the car,” commented by Qi Zu from qq.com

Journalists were also encouraged to share photos and thoughts on social media platforms such as papa, weichat and sina micro-blog. During the first three days of the test drive, 76 positive comments were posted across new media and received 1,380 reposts online. 
 
The EcoSport line-up in the backyard of the hotel.
 Ming Hsin Yeh, vice marketing director, Changan Ford, gave a general introduction of the product to the media.
   
Interactive games gave media more opportunities to test out different features on the vehicle.
Go! EcoSport, go!
   

  

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1/20/2013 11:30 PM