Ford India recently flew us to the Philippines to experience their Asia-Pacific line up of SUVs. With SUVs being the fastest growing category globally, Ford added that this segment is expected to grow over 40 per cent by the year 2020.
Ford has been designing SUVs for over 50 years and its experience in the segment has helped them master the design and engineering of these vehicles, the way their customers want them. Nima Nourian, exterior design manager, Ford Asia Pacific and Africa said, “Over the past 50 years, Ford has built up a wealth of knowledge about what SUV customers are looking for. At its heart, the Ford SUV is both capable and versatile, and design plays a major role in communicating that message.”
Ford believes that SUVs evoke emotions. So, if they look capable, it is easier for customers to connect with them and imagine the possibilities the vehicles offer. They want an SUV that can look like it can go anywhere and do anything. While the SUV segment continues to grow, Ford expects design to become more important as they continuously look at alternatives to distinguish themselves from their competitors.
It is through design that Ford engineers portray the vehicle’s sense of strength and robustness, and after decades of designing class leading utility vehicles, Ford believes they know exactly what it takes to make an SUV appear as capable as it actually is. The increased ground clearance, raised driver position and more aggressive approach and departure angles are all classic hallmarks of Ford SUV DNA.
However, these vehicles also need to be versatile to meet the needs of modern buyers who will be using the same vehicle to take the kids to school, drive to work, and then escape to the countryside over the weekend. Today, Ford offers SUVs with car like dynamics with space for modern lifestyles. So while the company offers rugged models with go-anywhere ability like the Endeavour (or Everest), they also have sporty models designed for urban lifestyles like the Ford Escape (Kuga).
Ford’s SUV experience in Philippines, was designed to help us experience the variety and the diversity of their Asia-Pacific SUV fleet, and to demonstrate that the company offers an SUV for every customer need in response to the growing demand. They reiterated that we were going to experience the two days in different SUVs through the eyes of the customer.
In other words, we were going to live the life of an urban commuter running errands in an EcoSport, the life of luxury in an Explorer which included a trip to a resort, escape the city with an out-door adventure in the Ford Escape (Kuga), and drive up the Mount Pinatubo in the Lahar beds in the Ford Endeavour.
We will soon serve you the details of this Ford SUV experience with the EcoSport, Escape, Explorer and Endeavour. So stay tuned.