Ford Unveils New Explorer
Ford banking that there's still a market for sport utility vehicles, but also betting that buyers want a vehicle with a somewhat softer look and feel. The 2011 Explorer marks the biggest change in a vehicle that's now been around two decades, and has sold over four million copies.
"The industry has changed, says Ford President of the America's Mark Fields. "Customer requirements have changed. Call it extreme makeover, the Ford Explorer edition."
Part of that makeover is a much more carlike ride on the road. But Ford says Explorer customers will be different from those who buy the company's other utilities.
"They want to have the option to go off road," says Fields. "So, it has the ground clearance for them to do that. It has the towing capability for folks to take their boat with them for the weekend."
The biggest change for the Explorer is that it's no longer traditional body on frame, but is now built off of the same platform as the Ford Taurus. But the company promises it will deliver the same off road capability, but with more comfort and better fuel economy.
"The new Explorer actually stretches the breadth of capability," says Ford vice president of Global Product Development Derrick Kuzak. "There's no traditional transfer case. No more guesswork or uncertainty for the driver. It's replaced by technology."
Switches for different modes of four wheel drive will be replaced by a dial with four settings, sand snow, mud and everyday driving. The Explorer will also have a technology called Hill Descent Control to provide engine braking. The V-6 model will have a towing capacity of five thousand pounds.
This will be the first Explorer without an optional V-8. Ford promising a choice of a 237 horsepower Ecoboost I-4 engine, or a 290 horsepower V-6, with fuel economy improvements…depending on choice…of 20 to 30 per cent above the previous version.
Ford's Mark Fields saying that poor fuel economy has become one of the main reasons people moved away from traditional SUV's. He says the improvements made in the Explorer's engine choices should bring back a lot of customers.
"They want fuel economy," Fields told WWJ AutoBeat Reporter Jeff Gilbert. "They don't want to have to go and make excuses to their neighbor when they drive up to their local gas station."
Ford is hoping that they can win back customers, who once purchased the Explorer in large numbers, up to 400 thousand a year. Sales are a fraction of that now. Many people who once bought an Explorer, are now purchasing crossover vehicles like the Honda Pilot and Toyota Highlander.
"If we can built it in the Chicago plant, and we have better fuel economy, are we going to get more consideration from customers who used to own Explorers, who've gone to those three-row products and are looking for another one," says Ford sales and marketing vice president Jim Farley. "Yea, I'd say we have a good chance now. And, the brand wasn't ready a couple of years ago."
