The 2020 Ford EcoSport can now be yours for less than $20,000.
Like clockwork, consumers have grown to expect incremental price increases each year for new vehicles on sale. As this has gone on, criticism has grown that new cars, trucks and SUVs are getting too expensive, but thankfully, that rule doesn't hold true all the time.
With an MSRP of $20,485, the 2020 Ford EcoSport is the Blue Oval automaker's most affordable SUV. And according to the latest data, it's about to get even cheaper.
According to a letter sent to dealers obtained by CarsDirect, the 2020 Ford EcoSport's starting price has been slashed by $490, bringing the crossover's MSRP down to just $19,995. This isn't a special offer, either: it's a permanent price reduction. In total, the entry-level 2020 Ford EcoSport now starts at $21,090 when you add the $1,095 destination charge.
According to Ford, the price reduction was implemented on January 8 as a result of "competitive pricing action." The reduction only applies to the entry-level S trim, which is available with either a 1.0-liter EcoBoost with 123 horsepower and 125 lb-ft of torque or a 2.0-liter unit that develops 166 hp. The latter is also available with all-wheel-drive.
Unusually, the 2020 Ford EcoSport now has the same starting price as the 2019 model. It's a bold move that allows Ford to compete with other compact SUVs that cost less than $20,000 such as the Hyundai Venue and Nissan Kicks. That said, the Venue is still much cheaper than the EcoSport, starting at just $17,350.
However, as CarsDirect points out, the Ford EcoSport doesn't necessarily offer the best value for money since it lacks modern safety features such as automatic emergency braking, and yet this is offered as standard in rival models such as the Nissan Kicks and Hyundai Venue.
Ford also often offers dealer incentives on the EcoSport, so the Ford small SUV could get even cheaper. Sales for the 2020 Ford EcoSport were up by nearly 20 percent in 2019 compared to the previous year but it still couldn't beat the Nissan Kicks, so Ford is clearly hoping the price reduction will entice new buyers.