DESIGNED for the get-up-and-go generation, Ford has launched a new Active version of the EcoSport compact SUV, priced from £21,645.

And at the same time the company has simplified the trim choices available on several of its models to just three series - ST-Line, Titanium and Active - although some models, including the Fiesta and Focus, will still be available in higher specification X series and Vignale trim.

The new EcoSport Active features unique exterior and interior styling alongside increased ride height and additional body protection for greater rough road capability, EcoSport Active will help adventure-loving customers get the most from their active lifestyles, says the company.

"Customers tell us they love how EcoSport's bold styling, practical interior and versatility fits into their busy lives, so we're excited to enhance the SUV with an Active version that delivers even more of those qualities," says Roelant de Waard, Ford of Europe's vice president of marketing, sales and service.

The company says that its new model choice strategy offers customer-centric choices reflecting their lifestyles and needs, more equipment and better value.

ST-Line models are aimed at buyers seeking sporty style, Titanium versions are targeted at those wanting luxury and high-level comfort, while Active variants are designed for customers seeking maximum versatility and adventure.

At the same time a range of additional equipment packs will group the most commonly-chosen options together making it easier for customers to get the right equipment to suit their needs. A range of individual options also remain available.

Adds de Waard: "Our new customer journey will make choosing the right Ford simpler and faster, and will offer better value."