I'm not a fan of SUVs in general but this new Puma doesn't look too bad to me, like a baby Jag E-Pace. I'm sure it'll do quite well.
I too am confused a bit by the plethora of SUVs on offer from Ford - not only is there the Ecosport, Kuga and Edge as mentioned by Red, but you've also got Fiesta 'Active' and Focus 'Active' (slightly raised suspension, black plastic bodywork additions).
I think you're right, this Puma will occupy the space where the Ecosport was - itself a Brazilian product not really suited for Europe.
Generally speaking, Ford are pretty competent with their reading of the market so I can only surmise that The People want many different flavours of SUV, but not necessarily with any off-road ability.
In the real world I guess it makes sense, easy to get in and out of, lots of room for kids, good visibility and a big boot. Not for me though.