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October 2020 Newsletter

Ford SUV’s

For a while, Ford found gold in every truck it touched.

Fast-selling Explorers, Expeditions and F-150s kept the cash registers in Dearborn spinning like Sinatra’s slot machines in Lost Vegas.

As you may recall, the heavy-metal Expedition and Chevy Tahoe ignited the oversize SUV craze that filled U.S. roads with giant two-box trucks in the ’90s.

Anyone looking for America back then could probably find it in a lumbering, eight-passenger, four-wheel-drive SUV.

But love and money, as most of us know, can be fleeting.

In the dark days of 2008 — when Ford rushed to reinvent itself as it teetered on the brink of bankruptcy — product planners decided the Expedition was about as relevant as Bon Jovi.

They kept it in the lineup but figured that younger, hipper buyers wanted much smaller urban wagons such as the agile new Escape crossover.

Like an old bachelor, the Expedition lived alone somewhere outside the mainstream, its boom days faded from 233,000 sales in 1999 to about 32,000 a decade later.

Last year, though, Ford planners must have realized that, gulp, maybe they wrote off gas-swilling, pickup-based SUVs too quickly.

Although the full-size segment shrank by about half during the recession, it is slowly growing again, and GM absolutely owns it now with the big SUVs built in Arlington.

So the old bachelor is back, its party clothes neatly pressed and clinging to new muscles.

Read more:

Source: dallasnews.com


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