It had to be priced significantly below the marketplace, interior features had to be impressive, and it had to represent good quality, cache and status.
Using Brazil's odd tax laws, the 1.0-liter engine version of the EcoSport with supercharger was exempt from the 30 percent manufacturing tax and would sell for about $10,500.
"This is $11,000 less than our only current competitor, Suzuki's Vitara. Neither VW, Fiat nor GM have models to compete with the EcoSport in design, function or price, which will certainly help our sales," Canny says.
Goldfarb says the vehicle "had to be Brazilian; it was an essential component of the plan." It was going to be designed, engineered, manufactured and marketed in Brazil for Brazilians by Brazilians.
Brazil has an international reputation for its national love of life, music, poetry, the outdoors and color.
"Our goal was to combine all these nationalistic elements, personalities and reputations into a communications program for the new vehicle," Goldfarb says.
TV was used as the primary medium. Commercials showed young people driving from the beaches of Rio to the boulevards of Sao Paulo to the Amazon jungle. Copy for the commercials used a poem titled Rules of Your New Life.
The Internet was a vital component of the debut.
"Over 69 percent of the consumers in Brazil use information and data gathered from the Web for buying cars and trucks," Canny says. "It is a vital communication source for our customers and dealers."