Explorer, large SUV textbook
Over 8 million units sold worldwide
Dad is Superman, family supercar
‘대마불사(Da Ma Immortal)’
It is a four-character idiom that is perfect for Ford Explorer. Each one made by Ford, nicknamed the American’s shoe.
Currently, there are larger Ford Expedition and Chevrolet Tahoe, but it is a global best-selling car that has pioneered the large imported SUV market in Korea and also raised the pie.
In the global market, more than 8 million units have been sold since its debut in 1990. It was popular in Korea, selling regarding 50,000 units.
A family supercar that captivates Korean dads
In Korea, Explorer captivated the father who wanted to be a superman to his family. Like ‘Superman’, a symbol of American culture in the 20th century, Korean fathers suffered from a superman complex.
For ‘Superman Dad’, the low body and narrow space of Polampe (Porsche, Lamborghini, Ferrari) supercars are not ‘super (man) cars’. The Superman Car is an all-weather vehicle that allows you to enjoy adventures safely and comfortably with your family.
Stimulated by the propaganda of the Explorer, which has evolved into a family supercar, Ford’s luxury brand Lincoln, the same American competitor Chevrolet, as well as German brands Mercedes, BMW and Volkswagen have launched large SUVs in Korea.
The Explorer went through a crisis due to the shipping crisis caused by the automotive semiconductor crisis and strong competition, but it revived like Superman and showed its presence.
Even now, the Explorer enters the purchase list of consumers who want to purchase a large SUV in Korea.
Even today, with more competing models, buyers of large SUVs compare the Explorer with the model of a German premium brand that makes a ‘billion’ sound. This is because it is a ‘reference book’ that presents the criteria for selecting a large SUV regardless of the explorer’s intention.
1st place in imported SUVs from 2017 to 2019
The relationship with Korea began in 1994 with the second-generation model. Domestic sales began in earnest from the third-generation model released in 2002.
The number of units sold was only 179 units in 2003, but increased more than five times to 923 units in 2006. However, from 2008 when the 4th generation model was released, the number decreased to less than 100 units, and in 2010, only 26 units were sold.
The 5th generation model released in 2010 brought the Explorer back to life. After sales recovered to 409 units in 2011, it exceeded 1,000 units for the first time in 2012.
Sales increased by 1,000 per year through 2017. In 2020, it peaked at 6126 units. The Explorer took the top spot in imported SUV sales for three consecutive years from 2017 to 2019.
In the imported car market led by imported sedans from Germany and Japan, such as the Mercedes E-Class, BMW 5 Series, and Lexus ES, it has also been included in the top 10 for four consecutive years since 2017. In 2020, it entered the top 5.
Crisis came once more. Due to the production crisis and lack of domestic sales, it decreased to 4654 units in 2021 and 3152 units last year.
But hemp did not die. In July of last year when the volume was released, it took first place among all imported cars.
The secret to Explorer’s popularity lies in its cost performance (price/performance ratio). The bold masculine design suitable for a large SUV, the spacious interior space and excellent loading capacity to enjoy travel and adventure with the family, the driving performance that encompasses both on and off-road, and the safety that protects the family also contributed to its popularity.
The Explorer gained popularity as a cost-effective imported car in the family car market, which was only a minivan Kia Carnival, large SUV Kia Mojave, and Hyundai Veracruz.
The 5th generation model is 50 million won, which is slightly more expensive than domestic cars and cheaper than German cars, captivating consumers who said, “I would ride an imported car for that money.”
From Large SUV Reference Book to Textbook
The Explorer currently sold is a 6th generation model that has been completely changed 9 years following the 5th generation model was released.
It is characterized by smart technology and enhanced safety and convenience functions for both the driver and passengers.
The All-New Explorer has evolved from a ‘large SUV reference book’ to a ‘large SUV textbook’. This is because it has gone beyond the level of simply presenting the standard for a large SUV and has developed to the level of presenting the standard that “a large SUV should be like this”.
The All-New Explorer sets the standard that a large SUV should not only provide a safe and comfortable driving experience to both the driver and passengers, but also have the strength and talent to pay for its size.
Safety is not an option but a must for large SUVs used with families rather than alone.
The upgraded Co-Pilot 360 Plus protects the safety of the driver and passengers through a blind spot information system, collision avoidance steering assist function, collision avoidance assist system, and lane keeping system.
Hemp’s disadvantages, such as parking and driving on narrow roads, were also addressed with a 360-degree camera and split-screen display.
It also focused on improving the spaciousness and convenience, which are virtues of a large SUV. The interior space focuses on improving driver and passenger convenience.
It provides differentiated convenience, such as wider and more comfortable seats, three rows where adults can sit comfortably, and securing space through the introduction of a rotary transmission.
New EZ entry seats in the second row and Powerfold buttons in the third row were applied so that passengers might easily get in and out of the car.
On the road or not, the family as a VIP
A roof rack side rail suitable for various outdoor activities and a hands-free lift gate that can be easily opened and closed with a simple kick motion were applied.
The Tri-Zone temperature control function, which can independently adjust the interior temperature in the driver’s seat, front passenger’s seat, and second-row seats, is also applied so that the driver as well as the family can enjoy a comfortable drive.
The bad noise was reduced and the good sound was increased so that the family might comfortably enjoy outings. Acoustic glass applied to the front and side of the first row and Ford’s first double-walled dashboard (double-wall structure between the engine room and the passenger space) were added to improve interior quietness.
The all-new Explorer is not a large SUV that only catches form because of its size, but it also has the power and talent to match its size.
An intelligent four-wheel drive model with Ford’s next-generation rear-wheel drive architecture applied, and a Terrain Management System (TMS) with seven driving modes. Through this, more dynamic on- and off-road driving capabilities are demonstrated.
The Terrain Management System supports seven driving modes: Normal, Sport, Trail, Slippery Road, Eco, Deep Snow/Sand, and Tow/Tow. It has all-weather on/off-road driving performance that can be operated stably regardless of whether it is on a road or not.
Ford Korea provides a lifetime free engine oil replacement service to 2022 model year buyers until March. The domestic sales price is 67.65 million won for the 2.3L LTD AWD, 77.75 million won for the 3.0L Platinum AWD, and 80.75 million won for the 3.3L Limited Hybrid.
