Ford EcoSport
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Customer Rating
: 4/5
Expert Rating
: 9/10
: 2 Yrs / 1,00,000 Kms (Whichever is earlier)
Ex-showroom price in 
 help (Rs.Lakhs)
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8.04 Lakhs-11.67 Lakhs

Strong Areas

  • Stylish Demeanour
  • Well-Equipped Variant
  • Value For Money 
  • Good Ride 

Weak Areas

  • Small Space
  • Average Performance 
  • No Automatic Diesel
  • Meek Road Presence   
Ford EcoSport

Analysing Ford Ecoport pricing vs feature strategy

Ford launches Ecosport on 26th June 2013 and gets a euphoric greeting. But admist all this euphoria, it might just be worthwhile to pause, analyse and then decide. What does come as a surprise is a very attractive entry variant pricing, but not so attractive other variants prices. Automatic at 8.45 lacs ex-showroom Delhi, does look steep. Maybe it's time to evaluate. 



ecardlr.com National

Ford launched Ecosport officially on 26th June 2013. One could term this as official launch because a media launch happened in Goa on 21st May 2013, prior to that EcoSport was on display for touch and feel in March 2013. Yesterday Ford announced the pricing for EcoSport and as expected They did price at least the entry variant quite aggressively.

We at ecardlr.com would like to admit that, our estimated price for base variants for Ecoboost  and 1.5 litre petrol was very close to what Ford finally announced, but we are off by quite a margin in case of EcoSport Diesel starting Variant. details of the same are:

Variant                          Actual Price          Ecardlr Estimated price                 Error Margin   
 Ambiente Petrol       Rs.5.59 Lacs          Rs.5.75 Lacs            3%
 Ambiente Diesel        Rs.6.69 Lacs             Rs.6.25 Lacs           7%
 Ecoboost Titanium         Rs.7.90 Lacs              Rs. 8.00 Lacs           1%

Whilst Ford has managed to price the starting variant quite aggressively, however, the next variant branded as Trend  is not so aggressively priced, price difference details for the same are as below:
Variant                                 Price                                      Difference
Ambiente Petrol              Rs.5.59 lacs                            Rs.90000       
Trend Petrol                     Rs.6.50 Lacs     Rs.90000
Ambiente Diesel              Rs.6.69 Lacs
Trend Petrol                     Rs.7.60 Lacs
What's surprising is this huge difference between two variants. Most car manufacturers normally do not keep such huge gap in prices between two variants, the only way one can justify this huge a price difference is by studying the additional features being offered by Trend over Ambiente which could then explain the reason for this price difference, let's analyse the same:
Safety Feature - ABS and Emergency brake hazard warning
Comfort & Convenience - Steering mounted audio controls and Rear power windows
Exteriors - Rear defogger and rear wiper and wash
Interiors - Rear Package tray, Driver height adjustment, 60:40 Split rear seat, Rear seat inclining, Rear seat tip and tumble, Under passenger seat storage and Illuminated vanity mirror
Whilst the list seems exhaustive, however, what  we believe really makes sense are: ABS, Rear power window, 60:40 Split, rear defogger, Height adjustable driver seat and steering mounted controls. But then for these features 90000 looks steep. Maybe Ford had priced EcoSport Ambiente to attract footfalls and then convert the buyers to a higher priced EcoSport Trend variant. Basis, features available on Ambiente, the variant is supposed to play the role of a price warrior and no more.
Having looked at Ambiente Vs Trend price difference, if one looks as price difference between Titanium and Titanium (O) for diesel drive EcoSport then the difference between the two is just Rs.38000, let's once again anaylse as to what additional features this 38000 would get it's buyers:
Safety Feature - Side and curtain airbags
Interiors - Leather seats and Two tone Environment  (Charcoal Black and Dark Shadow Grey)
Must admit that the additional features being offered at just Rs.38000 extra makes quite sense. Hope Ford had followed similar pricing strategy between Ambiente and Trend.
All said and done, the situation at Ford dealers is such that they may soon stop take bookings for EcoSport as most of them opened with minimum 3 months of booking even before the official launch. No wonder one sees such large grins on Ford dealers faces these days. They are already counted their green bucks. 

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