A letter sent out to dealers by Ford indicates that the automaker intends to cut the starting price for the 2020 Ford EcoSport S. According to CarsDirect, who claims to have seen the letter, the MSRP for the 2020 Ford EcoSport will be cut to $19,995 before the destination charge. With the destination charge, the vehicle will sell for $21,090. The pricing change took effect on Wednesday and is said to be the result of a “competitive pricing action” that will only impact the entry-level version of the EcoSport, which is called the S trim.
The pricing change will make the base price of the 2020 EcoSport the same as it was for the 2019 year model. Ford changed the base price of the EcoSport to make the vehicle more interesting to entry-level shoppers who might be cross-shopping the ride with new competition like the 2020 Hyundai Venue that starts at $17,259 before destination charge and the 2021 Chevrolet TrailBlazer that starts at $19,000.
Even with the price cut, Ford’s EcoSport doesn’t look that good on paper compared to some of the other vehicles in its class. Ford doesn’t include standard Automatic Emergency braking, for instance, which comes as standard on the Hyundai Venue and some of the other modes in its segment. There were minimal changes to the EcoSport for the 2020 model year as it transitioned from 2019 unchanged, save a few additions to some time packages starting with the SE model.
The EcoSport hasn’t been as popular as Ford hoped so far, but the automaker is discounting the vehicle heavily. Some versions have as much as $4,850 in rebate on them currently. Ford needs to update the EcoSport and add in safety features like the missing Automatic Emergency Braking that is unavailable on any trim level and is offered on most competition.