Ford Motor Co.'s newest crossover and its popular gas-sipping engines have similar spellings but different pronunciations. The EcoSport crossover is pronounced "Echo-Sport," although the 1.0-liter EcoBoost engine that comes standard is pronounced "Eco-boost," with a long "e."
Why?
DJ Khaled got confused on Snapchat.
"The EcoSport nameplate has been around since 2003, but the EcoBoost is more a play on the fuel-efficient capability of the engine," said Eric Loeffler, the EcoSport's chief engineer. "It's a coincidental awkwardness."
Ford SUV group marketing manager Mike O'Brien admitted the two names "will be something we'll have to work really hard on" in terms of marketing to the public.
The confusion got the better of rap artist DJ Khaled as he unveiled the vehicle Monday night. In multiple Snapchat posts, he spelled the name as the "Ford EchoSport."
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