Ford Explorer celebrates 15 years of leadership

Since its Middle East debut in 1991, sales of the model have seen steady growth, culminating in a 25 per cent year on year increase in 2005. The 2006 model promises more success for the legendary nameplate.

"The introduction of the Ford Explorer in 1991 sparked a revolution in the automobile industry, helping the SUV market move from a small niche to a major force," said Hussein Murad, Sales & Marketing director of Ford Middle East. "Our Middle Eastern customers were looking for a new driving experience, and the Ford Explorer provided the answer with its bold design, great comfort and astonishing capability."

In the last decade and a half, almost 5.5 million Explorers have been sold worldwide.

In 1990, every SUV on the market was a 'traditional' SUV. Most shared their ladder-frames and solid axles with truck platforms. All were largely unrefined, with an emphasis on truck-like capability at the expense of creature comforts. As a result, SUVs accounted for a small percentage of total annual vehicle sales in North America. Only 929,000 were sold in 1990 representing just 6.6 percent of the total US automotive market.

The 1991 Explorer introduced a new level of refinement, with the same 'traditional' capabilities, to the SUV market. Driven by consumers leaving passenger cars for the multi-functional character of the Ford Explorer, the SUV market rapidly expanded; by 2000, SUVs accounted for almost three million sales in the US annually.

Murad added:

"The Explorer created the SUV as we know it today. It offered the same go-anywhere ability, plus comfortable seating and handling designed for driving on roads as well as on off-road trails. The Ford Explorer has continued to be a success because we have continued that tradition of innovation."

Today the SUV market is fragmenting into traditional and crossover segments as an ever-increasing number of SUV nameplates are introduced. But the Explorer has retained the title of the 'World's Best-Selling SUV' every year since its introduction 15 years ago.

Despite the flood of new entries into the SUV market, Explorer is still the vehicle on almost everybody's consideration list. "Customers see the Explorer as a tried-and-tested SUV nameplate," said Murad. "They know it's a solid product and that the Ford Oval stands for good value."