Ford Goes Big to Promote Tiny EcoSport Crossover

Ford Motor Co. boasts that a billboard erected in Madrid to promote the company’s EcoSport subcompact crossover vehicle is the world’s largest such ad.

Covering more than 56,600 sq ft (certified by the Guinness Book of World Records), the EcoSport sign tops the previous record holder in Saudi Arabia by 2,600 sq ft. The gigantic Ford ad weighs 4,400 lbs, which makes it 1,040 lbs heavier than the EcoSport itself. Ford says it would take three EcoSports to tow the billboard.

The carmaker will dismantle the sign later this week and donate the materials to Spain's Apascovi Foundation, an employment center for people with disabilities. Ford of Europe says the billboard is a testament to the company’s creativity and supports Ford’s “Go Further” tagline.

The EcoSport was launched in South America in 2003. The second-generation model, which is sold in more than 140 countries, bowed in 2013. The 2018 model received several upgrades—including a new 1.5-liter 3-cylinder EcoBlue engine, an all-wheel-drive option, re-tuned suspension and more interior amenities. The car also is available for the first time in the U.S.

Ford produces the EcoSport in Brazil, China, India, Romania, Russia and Thailand. The U.S. models come from India.