HANGZHOU, China — Changan Ford Automobile, Ford’s joint venture in China, has officially launched its latest – and one of the hottest SUVs – in the Chinese market.
To better reflect the all-new EcoSport’s positioning as an urban SUV for the young, the launch event took on a new form to make it more appealing to its target customers.
More than 200 journalists were invited to a Drive-In Car Theatre where they were given the opportunity to sit inside a fleet of 58 EcoSports to watch a mini-movie featuring the all-new EcoSport and its advanced features on the big screen. The unconventional launch made a great impression on the media as it not only gave journalists hands-on experience with the all-new EcoSport, but also made Changan Ford the first carmaker in China to launch a new product at a Drive-in Cinema.
Promoted as a new species in the urban environment, Changan Ford used four viral videos to deliver their message to the media that the SUV is agile, tough and versatile, designed for young consumers and their families.
Wesley Liu, general manager, Changan Ford Sales Company, introduced the-all new EcoSport and shared insights on the positioning and market demand for the compact SUV.
The sale price of the all-new EcoSport, ranging from RMB 94,800 to RMB127,800 (from US$15,100 to US$20,300), was announced by Jason Liu, deputy general manager and Chen Xu, executive deputy director, Changan Ford Sales Company. Many journalists believe the new EcoSport is set to become another hot selling Ford car in the market thanks to its affordable price.
“This was a very interesting event. It was not a big budget event but it was delivered in a quite innovative way. The position of the product was clearly delivered to the audience and I think the car offers young customers exactly what they want,” said Wu Guang, editor from Auto Weekly.
Targeting customers in China’s fast growing compact vehicle market, the all-new EcoSport draws significant attention as it offers customers more choices besides hatchback and entry-level sedans. Equipped with a 1.0L EcoBoost engine or a 1.5 Ti-VCT engine, the all-new EcoSport offers customers models in six specifications with both manual and auto transmission.
To fully test the capability of the EcoSport, journalists also joined a test drive program designed to challenge the small SUV in different driving conditions.
The launch event was broadcast live on several major auto portals including Autohome, Bitauto and Xcar, receiving over 357,764 clicks and 1,325 replies.
“I am very impressed by the all-new EcoSport’s wading capability. It shows true SUV DNA and delivers good performance on all roads surfaces,” said Li Weijie from Fashion Weekly.
Ford currently has three SUVs on sale in China, including the Ford Edge, Ford Kuga and now the EcoSport. The company’s iconic SUV, the Ford Explorer, will arrive in the China market by end-March.
Changan Ford held the all-new EcoSport launch event in Hangzhou.
Chen Xu, executive deputy director, Changan Ford Sales Company, on stage with Jason Liu, deputy general manager, Changan Ford Sales Company.