It was hard to miss the message behind Ford Motor Co.’s pop-up event in Hollywood on Monday night. The tiny homes, vignette of Venice Beach, signs emblazoned with social media messages, and food stand hosted by the trendy Smorgasburg flea market were all code for “Hey, millennials, this is for you.”
And that’s the market—at least one of them—that Ford hopes its new EcoSport subcompact crossover will attract.
Ford’s SUV group marketing manager, Michael O’Brien, said Monday the company is also targeting women and empty nester baby boomers with the EcoSport. The idea, as its Go Small, Live Big tagline suggests, is to introduce a vehicle desirable to mobile, connected consumers who want to experience things, not collect them.