Ford Australia says it’s ‘running its own race’ in the large SUV segment this year, following a record year with its Everest SUV.
Asked about the threat of the all-new 250 Series Toyota LandCruiser Prado, Ford’s local marketing director Ambrose Henderson said: “The [competitor] you speak of is a formidable competitor, and it’s had a very long run of having wonderful products in these spaces”.
“But I think when you compare our products back to back, you can see where we’ve made strategic decisions not to compromise, and others may have compromised items that are very important to customers in these segments – as an example, being able to fit your luggage in the boot.
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Ford Everest 
Toyota Prado
“Top of mind for us in everything we do is delivering customers what they want and what they’re telling us, and making no compromise on that.
“We have to run our own race, and we’re really confident in the range that we’ve put forward and the value proposition that presents to customers as well”.
Mr Henderson continued this sentiment with regards to the upcoming Ranger PHEV, appearing to take a swipe at the BYD Shark 6 and GWM Cannon Alpha plug-in hybrid utes, saying the Ranger is “the only product in that segment that offers an electrification solution that also doesn’t lose any capabilities”.
“[It] still tows 3.5 tonnes, still has a payload and can still do true 4×4-ing,” Mr Henderson added.
Ford Ranger PHEV
In 2024, Ford Australia returned to a six-figure annual delivery volume for the first time since 2008, was the second best-selling brand in showrooms, and took the title of selling Australia’s favourite car after delivering 62,593 Rangers.
The related Everest SUV set an all-time record not just for Ford but for the large SUV segment, with 26,494 new examples delivered – Toyota held the previous record with the Prado, achieving more than 21,000 deliveries in 2021.
Ford’s Australian division is now focusing heavily on commercial vehicles, with the aforementioned Ranger PHEV launching imminently and a new Super Duty version following, along with plug-in hybrid and electric versions of the latest Transit Custom van.
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