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Ford EcoSport Thrives in a Generation Z-Fueled Subcompact SUV Boom

June 1st, 2018

Generation Z enjoys SUVs much like the older generations, especially smaller ones like the New Ford EcoSport
Since the arrival of the New Ford EcoSport earlier this year, many younger auto shoppers at Borgman have been pleasantly surprised by it. Not only does it have all of the features they’re looking for in a vehicle such as Ford SYNC 3, FordPass, and four-wheel drive, but also that it’s incredibly affordable.

Ford has been watching this segment closely especially now that the oldest of Generation Z are seniors in college. In fact, subcompact SUVs like the Ford EcoSport have experienced meteoric growth among that age group in the last year over their compact car counterparts. This latest article in the Official Ford Media Center explains more about why this might be; below are some excerpts.

It’s Not All About Millennials; Gen Z Drivers Help Make Subcompact Utility The Fastest-Growing Auto Segment

The music is different and fashion senses change. But when it comes to driving, the young adults who make up Gen Z – people born after 1995 – share plenty with their parents and grandparents. They love SUVs.

Gen Z makes up more than one-quarter of the U.S. population. Nearly one-third have reached driving age and are already having an impact on the auto industry. Despite their reputation for being a ride-share-loving generation, 92 percent own or plan to own a vehicle – according to a 2016 study by KBB/Autotrader.

As to what type of vehicle today’s youngest drivers covet, many are already shifting away from once-popular subcompact cars and gravitating toward the still-young subcompact SUV segment. Just four years ago, 18- to 24-year-olds in the United States purchased 8,121 subcompact cars and only 443 subcompact SUVs. In 2017, that same age group purchased 3,981 subcompact cars and 2,840 subcompact SUVs – a 541 percent spike for subcompact SUVs.

“I’d never heard of EcoSport, but I loved it the minute I saw it,” said Kelly Oswald, 19, one of the first EcoSport owners in the United States. “I went in looking to buy a used car. I didn’t expect there to be an affordable option to buy a new car.”

You can read the full article by visiting

Test Drive a Ford EcoSport at Borgman Ford in Grand Rapids

Looking to go small and live large in West Michigan this summer? Visit Borgman Ford in Grand Rapids and see our selection of the All-New Ford EcoSport! As Ford’s offering for the budding subcompact SUV segment, the Ford EcoSport comes loaded with connectivity features the younger generation is looking for at an affordable price.

Our friendly and knowledgeable sales staff will be happy to assist you and answer any questions you might have. If you want to be sure that a Ford EcoSport, or any New Ford Utility is right for you, ask about our Day Trader Program and take one on an extended test drive! Remember, if you see a better deal elsewhere, let us know and we’ll match it. Come see why we’re the Best in the West!


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