Endura Culled.

[csv8]

"Ford Australia has confirmed that it will drop the slow-selling Endura large SUV from the local roster, after just a couple of years on sale."
https://www.whichcar.com.au/car-news...ps-endura-2020

[Franco Cozzo]

YOU CAN HAVE A SUV! YOU CAN HAVE AN SUV! YOU CAN HAVE AN SUV! SUVS FOR EVERYONE!

We are now the SUV company,

Let's jack up our prices, we need to become VW.

Hey no one's buying our SUVs

We'll cull one of our eleventy bazillion SUVs we have that are barely selling 200 units because it's overpriced.

Let's change our CEO!

Bleep bloop bloop bleep - Roomba stuck behind office chair, turn 270 degrees and take off in new direction.

They should just cull everything except Ranger 4x2 and 4x4.

[BENT_8]

Originally Posted by Franco Cozzo

YOU CAN HAVE ANY VEHICLE YOU LIKE AS LONG AS ITS RANGER

Fixed that for you.

Now where have i heard something similar before..

[Sprintey]

Originally Posted by Franco Cozzo

YOU CAN HAVE A SUV! YOU CAN HAVE AN SUV! YOU CAN HAVE AN SUV! SUVS FOR EVERYONE!

We are now the SUV company,

Let's jack up our prices, we need to become VW.

Hey no one's buying our SUVs

We'll cull one of our eleventy bazillion SUVs we have that are barely selling 200 units because it's overpriced.

Let's change our CEO!

Bleep bloop bloop bleep - Roomba stuck behind office chair, turn 270 degrees and take off in new direction.

They should just cull everything except Ranger 4x2 and 4x4.

It's also most important for whatever you replace it with to have a completely new name, another fresh start, fresh advertising campaign, keep the public on their toes, keep the public guessing.

"The whole secret lies in confusing the enemy, so that he cannot fathom our real intent." ― Sun Tzu

[Bossxr8]

Originally Posted by Polyal

I agree, Ford serious need to start eliminating reasons why their cars are not selling.

If its price, then run a 6-12 month trial and reduce the prices, see if that gets sales up. Keep on the marketing and push.

If that doesnt solve it then they are feckled, but at the moment there seems to be a lack of willingness to try and I agree for a ling time they have pretended to be someone who they are not.

Most car people get the quality is there. but these people are not the sales Ford needs for more volume.

I am sure there is a balance point there, but Ford has sat on the low sales end of the scale for too long, they really need to try something serious or just dont bother.

I think they are starting to make the necessary changes now with Puma and new Escape by offering much better drive away pricing.

And the Endura will most likely be replaced with the 7 seat Escape that is supposed to be replacing Edge overseas in a year or 2.

Endura was hamstrung by being diesel only, only 5 seats and the rrp that was clearly too high. But that was also a side effect of being diesel only. Petrol versions might have been 3-5k cheaper, which would have made much more sense than being diesel only. But they could only get what the UK wanted, which was only diesel. The day that europe switches away from diesel, to petrol and petrol hybrid, will be the day we start seeing vehicles more appropriate for our market. Diesels only make sense in commercial vehicles and utes/large SUV's.

[BENT_8]

I love this ****, Ford wait until Territory petrol sales are exhausted before finally offering a long desired diesel option and then starve the Aus built vehicles of funding until the numbers are low enough to blame the consumer and justify closing up shop, then we get told our cars will be cheaper.
Fast forward 4 years, manufacturing is gone, cars are dearer than ever and what were offered is only what we can get from the European wish list, but wait...wait a few years, cross your fingers and if, if, by some chance Europe decide they want something that one day may suit our market, we might get it.
Until then, have this ute and its wagon sibling and we'll throw in 200 sports cars if you plan on getting anywhere fast.

Yeah, nah, you'll find most punters over at Toyota, Hyundai or Kia but good luck with it.

[jpd80]

Originally Posted by BENT_8

I love this ****, Ford wait until Territory petrol sales are exhausted before finally offering a long desired diesel option and then starve the Aus built vehicles of funding until the numbers are low enough to blame the consumer and justify closing up shop, then we get told our cars will be cheaper.
Fast forward 4 years, manufacturing is gone, cars are dearer than ever and what were offered is only what we can get from the European wish list, but wait...wait a few years, cross your fingers and if, if, by some chance Europe decide they want something that one day may suit our market, we might get it.
Until then, have this ute and its wagon sibling and we'll throw in 200 sports cars if you plan on getting anywhere fast.

Yeah, nah, you'll find most punters over at Toyota, Hyundai or Kia but good luck with it.

Punters over at Toyota are discovering that price hikes happen there too.

[Polyal]

Originally Posted by BENT_8

I love this ****, Ford wait until Territory petrol sales are exhausted before finally offering a long desired diesel option and then starve the Aus built vehicles of funding until the numbers are low enough to blame the consumer and justify closing up shop, then we get told our cars will be cheaper.
Fast forward 4 years, manufacturing is gone, cars are dearer than ever and what were offered is only what we can get from the European wish list, but wait...wait a few years, cross your fingers and if, if, by some chance Europe decide they want something that one day may suit our market, we might get it.
Until then, have this ute and its wagon sibling and we'll throw in 200 sports cars if you plan on getting anywhere fast.

Yeah, nah, you'll find most punters over at Toyota, Hyundai or Kia but good luck with it.

That did make me chuckle though.

[jpd80]

The RHD Edge sold in Europe has ended so once the factory rolls to MY21, no more Endura.
By the time Endura arrived here, it had already failed to sell in Europe and the UK so it was
already on borrowed time,

Once again, this is an example of a nice vehicle that needed to be tweaked for our market
but Ford persisted with the diesel only European version with near $50k starting price
before finally easing the price back to $44k, even that didn't help with sales.

Is Ford prepared to throw it's whole showroom under a bus just to maintain a company
policy on premium pricing? At what point does it admit that it's just not working?
I have said for a long time that Ford's starting prices on cars and smaller SUVs looks to be
about $7k higher than most of the competition, those optics basically take Ford vehicles
off buyers shopping lists. The brand is now so injured that dropping prices may not help,
so I don't know what the answer is, maybe Ford doesn't either.

[Polyal]

Originally Posted by jpd80

The RHD Edge sold in Europe has ended so once the factory rolls to MY21, no more Endura.
By the time Endura arrived here, it had already failed to sell in Europe and the UK so it was
already on borrowed time,

Once again, this is an example of a nice vehicle that needed to be tweaked for our market
but Ford persisted with the diesel only European version with near $50k starting price
before finally easing the price back to $44k, even that didn't help with sales.

Is Ford prepared to throw it's whole showroom under a bus just to maintain a company
policy on premium pricing? At what point does it admit that it's just not working?
I have said for a long time that Ford's starting prices on cars and smaller SUVs looks to be
about $7k higher than most of the competition, those optics basically take Ford vehicles
off buyers shopping lists. The brand is now so injured that dropping prices may not help,
so I don't know what the answer is, maybe Ford doesn't either.

I agree, Ford serious need to start eliminating reasons why their cars are not selling.

If its price, then run a 6-12 month trial and reduce the prices, see if that gets sales up. Keep on the marketing and push.

If that doesnt solve it then they are feckled, but at the moment there seems to be a lack of willingness to try and I agree for a ling time they have pretended to be someone who they are not.

Most car people get the quality is there. but these people are not the sales Ford needs for more volume.

I am sure there is a balance point there, but Ford has sat on the low sales end of the scale for too long, they really need to try something serious or just dont bother.

[ebv8]

whats an Endura?

[Polyal]

Originally Posted by ebv8

whats an Endura?

It does sound a bit medical, and painful.

[Dr Smith]

And with a new Hybrid Kluger on the way and eventually an updated CX-9, the recently released Kia Sorrento and soon to be released upgraded Sante Fe sister model the segment Ford dominated with Territory has been lost to them.

Everest is very good however it's narrower than a Territory and not dynamically equivalent, the Territory was a star in this regard. You cannot offer Everest as a Prado competitor and Territory replacement.

Now if Ford Aust. have something planned how about it drop the "we cannot comment on future product plans" crap because Ford US will often release some info upto a year ahead of on-sale date. It's not like it's going to hurt sales of something selling today.

[Polyal]

Originally Posted by Dr Smith

And with a new Hybrid Kluger on the way and eventually an updated CX-9, the recently released Kia Sorrento and soon to be released upgraded Sante Fe sister model the segment Ford dominated with Territory has been lost to them.

Everest is very good however it's narrower than a Territory and not dynamically equivalent, the Territory was a star in this regard. You cannot offer Everest as a Prado competitor and Territory replacement.

Now if Ford Aust. have something planned how about it drop the "we cannot comment on future product plans" crap because Ford US will often release some info upto a year ahead of on-sale date. It's not like it's going to hurt sales of something selling today.

Agreed on the Everst thing though, the difference in space between our Prado and Paj Sport is quite pronounced.

Paj Sport sport is a good car, does the job, but the extra room in the Prado makes long drives just much more enjoyable and once all the kids get >10 y.o its going to be "tight" in the Mitsubishi.

Ford have totally d|cked this one up.

[Craig@AUDI]

What a surprise, sold 1 the whole time I was there...

[csv8]

jpd80. When I say that, I get shot down.
I have always said Ford is premium priced but not a premium vehicle. Making cars in Thailand was to make them cheaper. Didn't happen. If entry level Focus and Puma were around $25k,drive away might get people in the showroom

[jpd80]

I’ve just learned that Australia could get the Mondeo replacement, it’s a crossover thingy so it might do a lot better in Australia. Thinking that it will probably be on C2 so possible hybrid.

[deesun]

I have been looking at Endura lately because of its towing. It was crucified for not having 7 seats but if it did it would be very small by comparison. the new Sorento is a monster by comparison as will be the Hyundai. For us it would have been good because our family has moved on. CX5 just doesnt look like it would tow 1700kg even though the figures say so. My wife is coming out of a BMW 330 so I don't want anything too big as it will be her daily. I am not a Diesel fan and Mazda have had numerous issues with diesels and some of the towball download weights let down many cars especially the Europeans. Some as low as 80kg and 100 isn't much better. Enduras 200. CX8 has only just increased from 100 to 150 same as CX5. Theres a few Endura demo's around and thats where I was leaning. Maybe there will be some bargains now it's been axed. I was even checking out the Skoda Superb scout wagon, looked pretty good for us two till we got to towball download. Tows 2000k but with a download limit not much more than my willy would hold. 80kg PFFFFTTT.

[Sprintey]

Originally Posted by deesun

Tows 2000k but with a download limit not much more than my willy would hold. 80kg PFFFFTTT.

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I see you have been learning from the masters.

[naddis01]

That you Deesun?

https://gfycat.com/complicatedsatisfiedcaterpillar

[deesun]

Originally Posted by naddis01

That you Deesun?

https://gfycat.com/complicatedsatisfiedcaterpillar

I would need some blue pills for that, lol.

[au2000]

It's been said on here many times before and some of us have copped it for saying it, ford is not seen as a high end vehicle...
It's higher end prices are not seen as value for money and endura, focus etc sales prove this, puma, escape sales won't be much better, even Everest sales I'm sure if looked at closely are more to ford staff than consumers,
Ranger is kicking goals left and right and centre but I'd suggest the abn benefits contribute to that.
Toyota has just seen the result of this with the stupid pricing of yaris, if manufacturers keep the prices jumping up by these numbers I can see why the used car market is now so strong....

[CyberWasp]

The graveyard at Ford must be nearly full. How many deaths now over the last few years.

When they want to they can get it right and hit it out of the park...aka Bronco for example.
But most of the time it is a swing and a miss.

[Yellow_Festiva]

Ford had so many models at their disposal - at some stage they would have been selling multiple models in existing RHD markets?

What is released here is over priced so doesn't sell. Then it's canned because it doesn't sell.

We will soon have nothing to get young buyers through the door.

Focus at almost $27k doesn't cut it. How long will that model be around for?

What happened to the new Ford Ka - still being produced and sold in many markets as a cheap run about - where is ours? People are buying the Picanto instead.

New Fiesta still being sold in several markets as a cheap run about - where is ours? Sales lost to Rio, MG3 and Swift.

"If you build (sell) it (at the right price), they will come".

Soon, the bottom end of the market will be mostly owned by Hyundai and Kia - and rightly so as they have stuck it out to this point.

They do a shed load of sponsorship, advertising and marketing, and it seems to work?

[CobraJet351]

The badge doesn't carry the amount of prestige Ford would like it too, no matter how good the cars are.

[whynot]

Originally Posted by CobraJet351

The badge doesn't carry the amount of prestige Ford would like it too, no matter how good the cars are.

I agree, 100%.

Once upon a time, yes, the Ford brand carried enough "customer stickiness" they could get away with charging more. Not any more. Toyota has (correctly or incorrectly) a brand of reliability. Mazda has zoom, zoom (whatever that means). Tesla has perfected the art of attracting fanbois.

But the Ford Built Tough or the Go Further has been undermined by well publicise quality issues. Not such much that there has been issues, but the poor way Ford has responded to the customer when issues occur.

Toyota was at the bottom of the price range for decades, until it built up a quality reputation so that it could lift its prices. (Good luck to them by the way, a financial reward for hard effort.)

Speaking of prices ... My theory is that, for whatever reason, FoA has an expensive back office costs. And, whacking those costs onto every vehicle sold is what is driving up the sticker price. Unless FoA seriously sharpen their pencil, they will not get the volume they are anticipating. (But, perhaps, that is the plan.)

[Paull]

Originally Posted by CobraJet351

The badge doesn't carry the amount of prestige Ford would like it too, no matter how good the cars are.

Since when was Ford seen as a prestige/premier brand? Like never! Even Ford themselves did not show that the Ford product was prestige/premier - Ford PAG

I think that the messaging needs to get through to Ford, get the low end cars into the market at the most price appropriate point, provide a quality product and service, that people will keep coming back to, and then, they may have a chance of re-sales as well a upselling. Would be a shame to see Ford reduced to the Ford Ranger ute company. And on that, would Ford hang around if they only had the ranger to sell???

[jpd80]

Originally Posted by Paull

Since when was Ford seen as a prestige/premier brand? Like never! Even Ford themselves did not show that the Ford product was prestige/premier - Ford PAG

I think that the messaging needs to get through to Ford, get the low end cars into the market at the most price appropriate point, provide a quality product and service, that people will keep coming back to, and then, they may have a chance of re-sales as well a upselling. Would be a shame to see Ford reduced to the Ford Ranger ute company. And on that, would Ford hang around if they only had the ranger to sell???

Absolutely, it's a crazy, upside down situation where Ranger, Everest, Mustang and Transit
are Ford's most profitable models in Australia.

[Polyal]

Originally Posted by Paull

Since when was Ford seen as a prestige/premier brand? Like never! Even Ford themselves did not show that the Ford product was prestige/premier - Ford PAG

I think that the messaging needs to get through to Ford, get the low end cars into the market at the most price appropriate point, provide a quality product and service, that people will keep coming back to, and then, they may have a chance of re-sales as well a upselling. Would be a shame to see Ford reduced to the Ford Ranger ute company. And on that, would Ford hang around if they only had the ranger to sell???

Basic, such basic business principles seem to have gone astray. Its seriously not rocket science.

[Yellow_Festiva]

"The badge doesn't carry the amount of prestige Ford would like it too, no matter how good the cars are."

Originally Posted by Paull

Since when was Ford seen as a prestige/premier brand? Like never! Even Ford themselves did not show that the Ford product was prestige/premier - Ford PAG

I don't think it was referenced as a prestige brand, rather a brand people were proud to own.

I can relate. When I was hunting for a new small car for my Mrs I chose a demo 2010 Ford Focus over a new i30.

The Focus was a well established 'European' model that had a much better diesel engine and a new fancy 6 speed auto box.

As a buyer I felt I was paying for a superior car than a lower Asian car with its smaller engine and ancient gearbox.

Bit like someone buying a Fairlane over a Falcon. It adds a certain charm to the car.

Big mistake...

That turned out to be a disaster and I sold the car after a year at quite a loss. The buying process was crap, the ownership painful and dealing with the service team and customer relations brain numbing.

The Focus could have been a great car but they probably spent big money on the fancy powershift to try and get the economy up while they should have just gone with a standard off the shelf auto and got the weight down instead.

Why a Focus weighed over 100kg MORE than my dads old XF Falcon was beyond me.

Then there was the Econetic Fiesta - could have been a sales leader. Most efficient car at the time etc.

So what did they do? Over price it by near on $10k because it had a diesel engine and some small tweaks for efficiency.

Then, they only sold it as a manual in a market dominated by young first time buyers that prefer an auto.

I think Ford dropped the ball with the LPG Falcon - should have been diesel as they had already spent the R&D money on the Territory.

Anyone could convert their petrol car to LPG for a few grand - especially with the rebates. Ford could have claimed to sell Australia's most efficient full sized sedan.

Imagine that? A bigger, heavier, stronger car with better towing ability and 20% more efficient that the Commodore / Aurion of the time at a time when manufacturers were fighting an efficiency war where every .1L per 100 saving made headlines in the marketing department.

Around 2011 -2012 was when the brand started to go backwards.

Ford have been around making cars from near the start of the automotive age, they should have stuck to what they did best, produce good, reliable cars for an average price for the average person.

Sure, make a few sports models and release some special editions but don't divert from your bread and butter sales generators.

There is no reason why Ford can't sell smaller cheaper cars - especially when they are being produced and sold in other countries.

Stretch out the platforms, extend models with some facelifts and updated tech.

Mitsubishi does this and does very well with it's sales. The general buying public are ignorant to the automotive industry. They don't care that the platform they are buying is 15 years old, or that the gearbox dates back to the 90's etc.

We are a nation of tight ***** that want new things on the cheap - so give the buyers what they want.

Ford has taken a great gamble with the direction they are heading. Without Ranger they are finished and the Chinese are catching up in leaps and bounds.

They first generation of utes were mediocre in quality, performance and sales. We are now seeing the second generation of utes enter the market. Good quality, good performance and good sales.

within the next 4-6 years they will be onto their 3rd generation of utes and their current 'good' will be great.

And the sad part is they will be 20% cheaper than the established brands and will be bought by people that will get advice from google and quality reports and switch brands to save $500.

Don't believe me? Look at what MG are doing right now...