Ford EcoSport 2012

Here are a couple of images of the new Ford EcoSport.  The nameplate has been in use around South America for some time, but Ford have just launched a new EcoSport at the Delhi motorshow.  Yes, it is another puesdo-offroader lacking low range.  But it does have the spare on the door which is an extremely odd decision by Ford given the target market.  That means the spare will need to be full-size, and therefore the EcoSport is automatically a more worthy vehicle than many of its competitors.  Which is why I'm posting about it here. 

The only question is what inspired the styling of the front grill.  Was it the Cheshire Cat?

Certainly Ford don't have any technical details, and appear to have borrowed Land Rover's writers for their press details with informative gems such as:

The all-new Ford EcoSport exemplifies the DNA of Ford global vehicles and its versatility broadens the horizons of mobility and use. Its genuine SUV confidence starts in the stability of the chassis, reinforced by the body's robust build, high torsional stiffness and high levels of protection for its occupants. Yet, its innovative design reduces the weight and ensures good fuel efficiency.

I get goosebumps of excitement just from the first sentence.

The EcoSport's hardy character and strong stance give it the appearance of a larger vehicle, while retaining the agility and practicality of a compact car. It features high ground clearance and integrated lower body cladding for robustness.

Yep it's mostly telling you what to think about the car.  Any time a press release tells you the car is "hardy" and bangs on about its "stance" you know it's not really what it's claiming to be.  Properly tough cars don't need press releases telling the world they are tough, they just are tough.

The back of the vehicle is marked by a large rear window which wraps around to the sides and oblique shaped taillights.

OK, got that....can be seen from the images, but thanks anyway.

This characteristic defines the striking personality of the Ford EcoSport family: a sporty and casual car, for consumers who want to stand out and who want more from life, but in an intelligent and sustainable way. 

Ah yes, that's exactly what I thought when I saw the rear window.  Or suppose I hadn't, now I know why it's there.  Kind of pointless if your attention needs to be drawn to a 'striking' feature, I'd say.

And for the love of all that is four-wheeled, how in this reality will buying a Ford softroader make you 'stand out' ?  

Is there a special training course for the people that write this stuff, or does it just involve a bottle of Jack Daniels?