From an Indian market perspective, the excitement and anticipation built around Ford’s compact sports utility vehicle, EcoSport, has been unprecedented. Ever since the EcoSport was showcased at Auto Expo 2012 in New Delhi, Ford has occupied considerable mindset of all consumers looking at the prospect of buying an SUV. Interestingly, the market too has witnessed unexpected surge in the demand for SUVs, initially led by the Mahindra XUV500, and followed by the success of the Renault Duster. This new found fascination for SUVs among Indian vehicle buyers augurs well for manufacturers. Although Ford was expected to bring in the EcoSport much earlier, its scheduled launch mid-June holds tremendous promise not just for the company, but for the Indian industry as a whole.