The automaker's passion defending Explorer shows the vehicle's importance to Ford's image and profit. Explorer is the perennial best seller among SUVs and one of Ford's most profitable vehicles. And Ford is especially sensitive because it delayed launch for months to fix bugs. The smaller Ford Escape SUV, introduced last fall, has taken some Explorer buyers, says George Pipas, Ford's sales analyst. Also, dealers haven't been fully stocked until this month and ads hadn't had time to work, he says.
Buyers expect a little cash nudge.
Buyers haven't put Explorer back atop their shopping lists, according to CNW's survey of people who've bought SUVs. It's now back to third or fourth, CNW says. Explorer and Toyota 4Runner tied as shoppers' first choice. Instead, the idea is to profitably sell an array of SUVs. Escape has pirated some Explorer sales, but many Escape buyers would have chosen import brands if not for Escape, he says.