Ford polishes EcoSport for U.S.

LOS ANGELES -- Ford Motor Co. is retooling one of its best-selling light trucks overseas to overcome a late entry in one of the U.S. auto industry's hottest segments -- subcompact crossovers.

The North American version of the EcoSport that Ford introduced late Monday, decked out with unique exterior trim, connectivity and a new engine, suspension and interior, is an attempt to cash in on the public’s insatiable appetite for smaller crossovers and light trucks.

The EcoSport was introduced in 2003 in South America. Last year, Ford said it sold just over 250,000 EcoSports globally in 140 countries, and it has delivered 1.7 million worldwide since its introduction.

The latest EcoSport will be available in U.S. showrooms in early 2018. It is the first of four all-new SUV or crossover nameplates the automaker plans to add to its Ford and Lincoln brands in the next few years as utilities drive the industry to near-record sales.

The EcoSport will debut in a competitive segment that includes the Jeep Renegade, Honda H-RV, Subaru Crosstrek, Chevrolet Trax and Buick Encore. Toyota, Hyundai and Kia are also prepping entries in the segment.

While U.S. light-vehicle demand has slipped 0.3 percent this year from 2015's record levels, the subcompact crossover market is on fire -- surging 32 percent to nearly 300,000 vehicles.

Analysts say Ford’s experience with light trucks such as the Edge, Escape and Explorer should help it in a U.S. segment that it’s never before entered.

“Ford understands utility vehicles more than most other manufacturers,” said Stephanie Brinley, senior analyst with forecasting firm IHS Markit. “It certainly looks like it should be a home run product.”

Ford did not release volume targets, but Brinley forecasts the automaker will sell 60,000 EcoSports in the U.S. annually. The five-seat vehicle will be imported to the U.S. from Ford’s plant in Chennai, India.

“We believe this is the right vehicle for the time we’re currently living in,” said Michael O’Brien, Ford’s SUV group marketing manager. “We think the time is right for EcoSport.”

Ford expects the subcompact crossover market will double in size by the end of the decade. The EcoSport should find fans among millennials and empty-nest baby boomers for its compact size and generous utility space, Ford is betting.

The U.S. version will be unique.

Compared to overseas models, the North American EcoSport has a new front end, instrument panel, center console, powertrains and suspension. It will be 9 inches shorter than the compact Ford Escape.

“We gave our designers the task of delivering a vehicle that had some attitude, had some ruggedness, but also demonstrated the agility and nimbleness that customers in this space desire,” O’Brien said.

Depending on trim level, the instrument panel features either a 4, 6 or 8-inch touchscreen. It’s the first Ford vehicle to debut what’s known as a “floating display,” where the screen is tilted above the console for easier access.

EcoSport will feature Harman’s B&O Play sound system as optional equipment depending on trim level.

“ There’s three things our SUV customers want: performance, capability and technology,” said Eric Loeffler, the EcoSport’s chief engineer. “It’s a unique challenge to get all that into such a small package.”

The EcoSport will come standard with a front-wheel drive, 1-liter, three-cylinder turbocharged EcoBoost engine. A 2-liter, four-cylinder engine with four-wheel drive will be optional.

Both engine options come with a six-speed automatic transmission.

It will feature four trim levels -- S, SE, SES and Titanium.

Ford did not disclose fuel economy ratings or horsepower figures for the baby crossover.