Ford’s Brand Revolution: From Practical to Adventurous
Ford, synonymous with the rugged, all-American allure, is now keen on revamping its brand identity, shifting away from its well-established Focus hatchbacks to more adventurous models like the new Explorer.
Exploring Ford’s past, one can’t help but notice a fluctuating European profit-loss chart, resembling the unpredictable movements of a jittery meerkat. Ford’s solution? A plan to manufacture fewer vehicles, profit more from each sale, and embrace its unique American DNA, thus focusing more on the adventurous and outdoorsy appeal rather than the school run practicality.
Meet the Ford Explorer: The American SUV with a German Heart
Introducing the Explorer. This five-seater, medium-sized electric crossover promises a spacious boot, a friendly aesthetic, and an adventurous spirit. Expected to hit the market later this year, its price tag of under £40,000 places it conveniently between the current hybrid Kuga and the all-electric Mustang Mach-E.
However, the Explorer is not about to set foot on American soil. This specific model is Europe’s own, down to its German engineered ‘MEB’ platform, a product of Volkswagen Group’s electric vision.
The deal between Ford and VW enables them to share technology and parts, ultimately benefitting from reduced production costs. The Explorer, for instance, boasts a 2.7-metre wheelbase identical to that of a VW ID.4, sharing batteries, motors, and general underpinning with VW’s electric fleet.
Inside New Ford Explorer’s Specs and Highlights
Standard models offer a 55kWh battery, an estimated range of 218 miles, and a horsepower of 168bhp. More adventurous spirits can opt for the 82kWh battery model with a substantial 335-mile range and an increased horsepower to 282bhp. At the top of the range, a dual-motor version provides 335bhp with a range of 305 miles.
However, the Explorer doesn’t rely solely on its range or power to charm the consumers. It’s the innovative interior that really sets it apart. The steering wheel is square, with touch-sensitive buttons and Ford’s spin on a 15-inch portrait display. The console hides enough room for three large water bottles or a laptop.
The Explorer’s Task Ahead
The Explorer has a significant role to play, particularly as Ford strives to dominate the European EV market. With nine new EVs set to roll out in the next few years and a commitment to greener supply logistics and manufacturing, the Explorer is a crucial part of this ambitious strategy.
Nonetheless, it remains to be seen how Ford will handle the anticipated disappointment from customers expecting beloved models like the Fiesta, Focus or EcoSport. Ford’s all-American venture is a massive gamble, and only time will tell if it pays off.
