In an attempt for taking over on the newly launched Vitara Brezza, a mini off-roader by Maruti Suzuki, the prices of Ford EcoSport SUV have been cut down by Ford India by over Rs.1 lakh.
Ford is struggling quite hard for maintaining a robust demand for EcoSport, owing to a sluggish market and rising competition.
The company hopes that with this price cut, more buyers would be attracted and demand would be boosted. The price of this diesel variant has been reduced by Rs.1.1 lakh.
The entry price has been reduced from Rs.8.4 lakh to Rs.7.3 lakh as 80 percent of the demand is for diesel variants. As of now, only a diesel version of Vitara Brezza has been launched by Maruti Suzuki and with a price tag of Rs.6.99 lakh, it is cheap as compared to EcoSport.
Check all details, price and features on official Ford website here.
Companies like Renault and Ford have been quite worried about the strong price positioning of Maruti in this category. CEO and MD of Maruti, Kenichi Ayuwaka stated during the launch of Vitara Brezza that they wish to become the market leader.
— Ford India (@FordIndia) March 8, 2016
Ford admitted that the price cut decision was mainly owing to the competitive pressures. Anurag Mehrotra, the sales and marketing director stated that with advanced competitive edge across the entire EcoSport diesel and petrol lineup, we are quite happy for extending the joy of owning a compact SUV to more and more customers and welcoming them to Ford family.
After a strong opening after its launch in mid-2013, there was a gradual slip in the demand for EcoSport. In the current financial year, the volumes have been quite negative as Ford had sold around 35,698 units in the period of April-February against 48,307 units in the same previous fiscal, which means a 26 percent decline.