By Ted Biederman
MotorwayAmerica.com

(July 26, 2010) Ford Executive Vice President Mark Fields talks about reinventing the SUV for the 21st century, and the ability to take advantage of a 96-percent name recognition of Explorer by consumers in North America.

Fields noted that research found that consumers still want SUV capability and utility in a family vehicle, but were concerned about fuel efficiency and driving dynamics; hence the move away from truck based vehicles to car based crossovers.

Jim Farley, Group Vice President for Global Marketing, Sales and Service noted  that the overall utility market had grown from a 25-percent of market to 30-percent over the last five years. Although the make-up of the segment looks very different many CUV buyers still wish for SUV capability.

And there’s the rub — do most consumers know the difference between body on frame and unibody? We think not, they just want their SUV but with greater fuel economy. They probably don’t know why the CUV gets better mileage - they just know what they want.

But if they could get the SUV of their dreams and better mileage – wow a readymade market. Ford believes those buyer can now get their wish in an SUV made Ford Tough, even if technically the 2011 Explorer is a CUV.

Both executives pointed to the dramatic changes at Ford and its four pillar philosophy of “Quality; Green; Safety; and Smart Technology” as a way to win consumers back to the Explorer brand. That effort starts today with a 10-city introduction of the all-new Explorer.

From New York City to Los Angeles, Ford executives have spread out across the county to give dealers, media and citizenry an advanced look at a new version of the iconic brand Explorer that will make its official debut at the Los Angeles Auto Show in mid-November and be in the market place shortly thereafter. Between now and then it’s about marketing and more marketing, mostly through social networks and public appearances.

Derrick Kuzak, Group Vice President of global product development said, “Explorer redefines without compromise the new sport utility.” He pointed to a seven adult seat cabin, class leading performance and fuel economy. He talked of Ford’s commitment to “best in class,” including a “revolutionary” 30-percent increase in fuel efficiency with the introduction of the four-cylinder 2-liter EcoBoost Turbo with its V-6 like power of 237-horses and 250 lbs.-ft. of torque; a 13-percent improvement over the current 4-liter V-6.

The new 2-liter will join a new 3.5-liter V-6 making 290-horsepower (only 2-horses less than the current V-8 but with a 20-percent gain in fuel economy) as power choices. The 3.5-liter will be the standard engine. Both are mated to a select-shift 6-speed automatic transmission.

The new unibody Explorer is deftly bold and far better looking than its predecessor with its wide stance, muscular shoulders and balanced appearance. It carries the body color C-pillar made famous by Explorer and sports a new look 3-bar grille up front.

The new front-end look will delight Land Rover fans and Ford F-series aficionados will find historic touches of the rugged truck on the Explorer.

“Explorer owners told us they want capability with convenience, and improved fuel economy without compromised performance,” Fields said. “We believe we’ve hit the mark with the next-generation Explorer. It has the potential to change perceptions of what a modern SUV is all about.”

But does it meet the dream of an SUV with fuel efficiency and exceptional ride quality?

Features such as a Terrain Management System, similar to one found on the Land Rover LR4; Hill Descent Control; near eight inches of ground clearance; able to tow 5,000 pounds with trailer sway control; reduced body roll; newly designed front and rear suspensions; three rows of spacious seating; and curve control make a good argument for SUV-like capability.

Will this car/truck CUV/SUV meet the test? The drive will tell in due time; but the real proof will come when customers sit across the desk from a salesperson at a Ford dealership and sign on the dotted line.