Ford Ad Going After the Telluride

[whatthewhat]

Surprised to see this targeted ad on youtube where Ford is directly going after the Telluride with the Explorer. This is something I would have expected with the pick-up truck segment between Ford and Chevy, but I was surprised to see it in the SUV segment. It looks like Ford has done a few of these against the major competitors with the Telluride, Highlander, and Durango.

 

[PittPa]

Hey, they probably have one waiting for you in their showroom exactly as you would like it. I would order one all white with as little trim as possible so I would drive around on the highways and look like your favorite unmarked highway patrol car. You will be noticed! You can take CR for what it's worth, but when the explorer scores less than half of the competition, to me, this is significant.

 

[Tellthemride]

At the 20 second mark the commercial says “the Explorer has easy access second row and power fold third row. Telluride doesn’t have either one.”

The second row in the Telluride slides almost identically the same way with a press of a button.

False ads.

In terms of the power 3rd row and automatic parking, not really features I prefer anyway.

 

[arattle]

At the 20 second mark the commercial says “the Explorer has easy access second row and power fold third row. Telluride doesn’t have either one.”

The second row in the Telluride slides almost identically the same way with a press of a button.

False ads.

In terms of the power 3rd row and automatic parking, not really features I prefer anyway.

And of course they don't mention anything that the Telluride has and Explorer is lacking. Even features that have different names, they make it sound like only the Explorer has them - smart power tailgate, driving aids (standard), etc.

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[2020Telly]

Doesn't surprise me that Ford Explorer sales are flat because every larger mid-sized SUV other than the Ascent is their competition. I just find it interesting that they appear to be targeting a vehicle in the Telluride that doesn't have much inventory on the lot. Why not go after Highlander and Pilot for which you can get the buyers that need to buy now and are looking for vehicles with inventory? I think the Ford Explorer sales are flat in a hot market perhaps because the have hit their ceiling of buyers for their price point. Ford can lower the price and lower the number of trims and they will probably sell more. But they already have Explorer at 12.5% of this overall market according to the chart below and that's second only to Highlander at 16.8%. If they stopped making the Edge and just focused on Explorer and Bronco, they might be able to get some growth. No one wants to be #2 but going after #1 is how you win. Going after the Telluride which is already selling as many as they can make, that's just 5.5% of the market. For every Telluride sold, Ford is selling 2.2 Explorers. Doesn't make sense as to why they see the Telluride as a threat unless Kia increased production significantly.



ref: 2021 US Midsize SUV Sales Figures

 

[gman1868]

Firstly, let me say my family has purchased many Ford products in our lifetimes. We love Ford! However, this ad a quite a joke! It should say, "Comes with an interior like a 2007 Escape and costs $20 grand more for the top model!"

No wonder the American manufacturers have all these massives sales. Their vehicles are WAY overpriced!

 

[sprengBoard]

I had a 2021 Explorer. For three weeks. Wouldn't buy another one.

 

[ceenote]

Going after the Telluride which is already selling as many as they can make, that's just 5.5% of the market. For every Telluride sold, Ford is selling 2.2 Explorers. Doesn't make sense as to why they see the Telluride as a threat unless Kia increased production significantly

As i read this... the only thing i could think of about ford is they see the telly as a problem because people are willing to wait months months and months on in for their own telly..and they figured mayb they can turn a few more sales their way by addressing straight forward against kia...

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[2020Telly]

I ruled the Ford Explorer out right away when I didn't see captains chairs in the middle row with 7 seats. Their 6 or 7 seat options didn't compare to the Telluride's interior space with 7 or 8 seating. The captains chair 7 seats configuration appears to be common in the luxury SUVs and that makes the Telluride on the higher EX-P and SX trims look like a huge value with some upscale features and a formidable competitor to the Toyota Highlander. Then you look at the S and options that come on that trim and it makes it an even better deal if you were shopping for a more expensive minivan or Highlander with 2nd row captains chairs. If you think you need the 8th seat you have that option in the Telluride which you can never get from the Explorer. If I were looking for a 6 seat mid-sized SUV, I would probably save some money and go with the Kia Sorento over a 6 seater Ford Explorer.

I think there is a sub-market for up to 8 passenger larger mid-sized unibody non-Luxury brand SUVs that includes, for example: Highlander, Pilot, Telluride, Palisade, Pathfinder, Ascent and Traverse. Explorer doesn't make the cut. Ironically, the exterior dimensions of the Explorer (198.8"L x 78.9"W x 70.2"H) are larger than the Telluride (196.9"L x 78.3"W x 68.9"H)!

To me I saw the Explorer as a mid-sized SUV, but the Telluride's seating options combined with interior space made it a large mid-sized SUV. Kia has 4 trims with one engine and one transmission option . . . Ford has 8 different trims with three different engine configurations on the Explorer and one offers a 400hp (ST) family hauler for $55k. That tells me that Ford is trying to cater to too many different buyers instead of offering more with less. If I wanted more horsepower and torque from a Ford SUV, I'd probably ditch the uncomfortable last two seats on the Explorer and spend $6k more on a Mustang Mach-E GT and get 480hp while saving on gas.

Then I remember that Ford dusted off the old Patriotism marketing campaign last year to remind everyone that they are an American company. So I'm guessing this campaign against Kia could be in response to the Kia Motors America ads over the past couple years letting people know that they are building in America. Ford admittedly gave up on the sedan market and is instead focusing on SUVs and Trucks. So I'm not sure why they see Kia as a threat that doesn't even have trucks yet unless they see Kia as the next Toyota.

 

[2020Telly]

As i read this... the only thing i could think of about ford is they see the telly as a problem because people are willing to wait months months and months on in for their own telly..and they figured mayb they can turn a few more sales their way by addressing straight forward against kia...

I agree. I wonder how many Samsung converts come from trying to go after all those Apple buyers willing to wait in line for hours to get their iPhones . . . probably not many. Ford is likely to have better luck trying to sway the buyers that are actually test driving and considering vehicles that have inventory.

 

[MSPTom]

Maybe Ford should spend less money on marketing and more on improving their interiors. The Explorer (and most new Fords) feel like every fleet-spec work truck I’ve driven.

 

[ceenote]

Ford admittedly gave up on the sedan market and is instead focusing on SUVs and Trucks.

So true so true, but when my wife was in the ford dealership the salesman told us the reason is to concentrate on their new electric line...im like huh! Im like ooo well... then he tried to sell me an explorer.. i said nah u guys warranty ain't worrh it! Well he definitely got upset...then i mentioned vw and Hyundai...

Then he shut up n tried to make a call about how upkeep Maintenance is so much for those companies... i said no Hyundai is maintenance free...well at that point he was steaming... so i just quiet down cause he just could not let it go!

In the end ford is just doing wayyy to much like u said! Hell me and my wife went on a trip a few years ago and rented a ford explorer...and when i came back i looked up the explorer online and got so taken back with all the different line of explorers that i just said forget! Wayyy too confusing!!

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[cavante]

Firstly, let me say my family has purchased many Ford products in our lifetimes. We love Ford! However, this ad a quite a joke! It should say, "Comes with an interior like a 2007 Escape and costs $20 grand more for the top model!"

No wonder the American manufacturers have all these massives sales. Their vehicles are WAY overpriced!

Totally agree! I traded in my 2019 Explorer XLT for the Telluride SXP w/ Nightfall - my Explorer had virtually NOTHING on it that my Telluride has - and the leather in my Explorer was a joke. My Explorer cost $2k less than my fully loaded Telluride. If I'd wanted the same features on the Explorer, I'd have paid $15k+ more. Like you, I've had multiple Fords, but they have definitely cheaped down the Explorer and its no competition for the Telluride.

 

[gman1868]

Totally agree! I traded in my 2019 Explorer XLT for the Telluride SXP w/ Nightfall - my Explorer had virtually NOTHING on it that my Telluride has - and the leather in my Explorer was a joke. My Explorer cost $2k less than my fully loaded Telluride. If I'd wanted the same features on the Explorer, I'd have paid $15k+ more. Like you, I've had multiple Fords, but they have definitely cheaped down the Explorer and its no competition for the Telluride.

I still own my 07 Escape, it has been a great value and has lasted a long time. However, the interior is cheap and plastic looking. Oh, and their radios and gauges have always been .

 

[lintjerk]

I still own my 07 Escape, it has been a great value and has lasted a long time. However, the interior is cheap and plastic looking. Oh, and their radios and gauges have always been .

I've got the '17 escape here - trying to make it one more month until my SX comes in. Just recently started burning a bit of oil on cold starts...

 

[DJMagicMelliott]

Surprised to see this targeted ad on youtube where Ford is directly going after the Telluride with the Explorer. This is something I would have expected with the pick-up truck segment between Ford and Chevy, but I was surprised to see it in the SUV segment. It looks like Ford has done a few of these against the major competitors with the Telluride, Highlander, and Durango.

That active park assist though...

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[cavante]

That active park assist though...

Wait until you see the parking cameras on your SXP when you get it. You won't need a parking assist. Trust me. It is waay cool with the aerial view showing you exactly where you're at - and I'm a terrible parallel parker - had the parking assist on my Ford Edge and my Explorer and didn't like it compared to the cameras on the Telly.

 

[Done487]

Surprised to see this targeted ad on youtube where Ford is directly going after the Telluride with the Explorer. This is something I would have expected with the pick-up truck segment between Ford and Chevy, but I was surprised to see it in the SUV segment. It looks like Ford has done a few of these against the major competitors with the Telluride, Highlander, and Durango.

Consumer Reports rated Telluride at 97, no one has ever received such a high rating. Nuff said

 

[jumpyg]

The Fords' NFL team (Detroit Lions) has one playoff win in 30 years. With that track record of excellence, I've never been tempted to try one of their cars.

If those people weren't descendants of Henry Ford, they wouldn't be running a food truck, let alone a car company or NFL team.

 

[2020Telly]

We should be thanking Ford for welcoming Kia into the US.

This little Ford Festiva (aka Kia Pride) allowed Ford to sell subcompact Kia cars to Americans in the 90s without making them so they can focus on the new SUV market by introducing the Explorer. Now Ford is practically done selling cars and looking at serious competition in SUVs in part because Kia had decades to fine tune their products and export them to the US.



To top it all off, the Kia Sorento (45) is almost as American made as the Ford Explorer (44). With the Telluride not that far behind at #58 in the ranking. Oh, and the new K5 is all the way up at #27 courtesy of West Point, GA.

https://www.cars.com/amp/articles/2021-cars-com-american-made-index-which-cars-are-the-most-american-437020/

I wonder how that $5.9B loan in 2009 from US taxpayers is helping Ford now. (I do commend them for not taking the bailout money like GM and Chrysler did.)