Since its launch in 2012, Ford EcoSport has enjoyed great success, earning 60,000 bookings within the first 30 days of its introduction in India. Today, the nameplate remains the most awarded compact SUV in India.
Adding to the already historical success of the nameplate in the country, EcoSport was recently featured in Storm the Norm, a collection of unique and inspiring business success stories. Compiled by Anisha Motwani, a marketing professional, the collection captures the stories of brands that dared to break the norm.
Motwani developed a structured, multi-phased and rigorous process to determine the brands that would be featured. EcoSport was selected for its disruptive brand strategy and the impact it had on the industry.
The case study highlighted how the SUV was designed with the future in mind; developed in anticipation of changing consumer tastes. Showcased under the “Challenger” category, the case study also highlighted how EcoSport challenged its competitors in the segment with effective services and marketing strategies.