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Ford Puma 2021 launches with drive-away discounts and virtual demos to steal Mazda CX-3, Hyundai Venue sales

All local Ford Pumas are powered by a 92kW/170Nm 1.0-litre three-cylinder petrol engine.

Ford Australia will roll-out its crucial Puma crossover later this month with promotional drive-away prices and a ‘Desk Drive’ virtual test walkaround feature to gain traction in the competitive light SUV segment.

The three-variant Puma line-up opens with the base grade for $31,990 drive-away, while the mid-tier ST-Line and top-spec ST-Line V wear $33,990 and $36,990 stickers respectively.

For reference, the Puma range is priced, before on-road costs, at $29,990, $32,340 and $35,540 apiece, meaning the introductory charge knocks thousands off stamp duty, registration and other fees.

Ford dealerships will also host Facebook Live events when the Puma lands in local showrooms, allowing customers to ask questions and ‘experience’ the new crossover from their homes as salespeople guide audiences through a walkthrough of the car.

Ford will also run “incentives for in-person test drives at Ford dealerships across the country”, though this excludes Melbourne due to COVID-19 restrictions, which will see Puma buyers walk away with a $500 bonus. The payout is doubled to $1000 for existing Ford owners.

As previously reported, all versions of the Australian Ford Puma are powered by a 92kW/170Nm 1.0-litre EcoBoost turbo-petrol three-cylinder engine, which sends drive to the front axle through a seven-speed dual-clutch automatic transmission.

Fuel economy across the range is 5.3 litres per 100km, while the Puma lines up against other light SUV stalwarts including the Mazda CX-3, Hyundai Venue, Volkswagen T-Cross and upcoming Toyota Yaris Cross.

Standard gear includes 17-inch wheels, LED headlights, an 8.0-inch Sync3 multimedia system, digital radio, wireless phone charger and keyless start, as well as safety features such as autonomous emergency braking, lane-keep assist, traffic sign recognition, tyre pressure monitoring, reversing camera and cruise control.

Moving up to the ST-Line adds sportier suspension, 12.3-inch digital instrument cluster, flat-bottom steering wheel and sports seats, while the ST-Line V gains 18-inch wheels, 10-speaker sound system, leather interior and powered tailgate.