Ford starts big push on redesigned Explorer, touting fuel economy and capability

Ford Motor Co. will emphasize fuel economy, off-road and towing capability and a smoother ride when it launches TV and print advertising for the redesigned 2011 Explorer next month.

In other words: Different build but better capability, Ford says.

The redesigned Explorer has abandoned the traditional SUV formula: rugged body-on-frame construction, rear-wheel drive and V-8 power. The redesigned Explorer has none of those.

But Ford's messaging will tell buyers that it still will perform like an SUV, even though its unibody construction now makes it a crossover.

“The inspiration behind the messaging is reinvention,” said Amy Marentic, Ford's group marketing manager for North America cars and utility vehicles at an event here. “You get all the capability of an SUV, with the fuel economy and refinement you never expect.”

Production began Dec. 1, and Ford started shipping Explorers to dealers Dec. 6.

Ford has begun an aggressive viral and grassroots campaign for the Explorer. A Web campaign, dubbed Explorer Live, is running on Facebook in which Ford answers questions about the vehicle using short videos. Some of those videos feature celebrities such as singer Bret Michaels and rap star Snoop Dogg.

Explorer Live, which is an offshoot of Ford's use of Facebook to launch the vehicle this summer, has been up for about a month and has received 250,000 views, Marentic said.

Ford also will contact its nearly 4 million current Explorer owners with letters and e-mails touting the redesigned Explorer and will offer a loyalty incentive to existing owners — $750 for a lease and $1,500 for a purchase — that will be in addition to other incentives. Ford will not publicize the incentive offer until next spring because the automaker wants to have enough 2011 Explorer inventory.

The loyalty incentive is available now for customers who ask for it, Ford said.

Ford is also taking Explorers to events around the country, targeting 49 cities in 25 states. The goal is to have 1 million people see the vehicle.

Ford is also giving an Explorer to 668 of its top dealers for sales training. Ford wants those dealers to hold a “dealer night” to invite customers to see the vehicle and take orders, Marentic said.

The Explorer's peak sales year was 2000, when Ford sold 445,157. But sales have fallen steadily for a decade, and in first 11 months of 2010 Ford sold just 50,588.

Ford isn't making any predictions about sales of the redesigned version.

“Gone are the days of any vehicle selling 400,000 unless you're an F-Series pickup,” Marentic said. “But we'll get our fair share.”

Prices start $28,995, including shipping. That's about $1,100 less than the outgoing model.

By Jamie LaReau- Automotive News