Ford Endura/Edge Reportedly Cancelled.

[csv8]

Back in June, Ford Authority reported that the next-gen Ford Edge had already been cancelled, a somewhat surprising move that could very well be motivated by ongoing labor negotiations with Unifor impacting the future of the Ford Oakville Assembly Plant in Oakville, Canada, which is where the current Edge and its stablemate, the Lincoln Nautilus, are produced. Just last month, Ford Authority was the first to report that Nautilus production would end in 2024 as well, leaving its future in limbo. And now, it appears that the same can be said for the Ford Endura.



The Ford Endura is Australia’s rebadged version of the Escape, and was launched as a successor to the beloved Ford Territory back in 2018. However, its sales have proven abysmal, as Ford has moved, on average, less than 150 units per month. In just its second year on sale in Australia, the Endura is already down 40 percent versus last year, leading CarsGuide to speculate that it might not be long for this world.

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The Endura faces a number of challenges, beginning with its rather high starting MSRP of $44,900 ($32,455) with options pushing that number all the way up to $70,000 ($50,598). It also lacks a third row, gasoline engine option, and was tasked with replacing the popular Territory, which is the only SUV ever to be designed, engineered, and built in Australia.



Regardless, the Endura may very well live on if Ford shifts Edge and Nautilus production to China, as it is also produced exclusively at Ford’s Oakville Plant.

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Of course, all of this could also be Ford’s way of better positioning itself in ongoing labor talks with Unifor. As we reported earlier this week, the union voted to approve strike action if it’s necessary to secure fair contract settlements, so this situation certainly isn’t settled just yet.



We’ll have more on this as soon as it’s available, so be sure and subscribe to Ford Authority for more Ford Edge news and non-stop Ford news coverage." https://fordauthority.com/2020/09/fo...-be-cancelled/

[Sprintey]

Ain't no Tezza.

[CyberWasp]

The Problems with Endura in Australia in no particular order.
Price
Name Sucks
No Ecoboost Performance V6 Version.
To some, no extra row of seats.

Next.

[simon varley]

mmmm. not sure where FA get their inform from but Endura is not a rebadged Escape, nor is it targeted as a Territory replacement.

okay so that doesn't change the fact that it is expensive and doesn't sell many units, but would be nice for a journo to get the basic facts right.

[jpd80]

The RWD CD6 Edge/Nautilus development was stopped due to rising costs.
I'm told that the original FWD/AWD C2 Based vehicles are due in late 2022.

Pity, because the RWD vehicles would have made a big difference to space utilisation.

[Craig@AUDI]

Originally Posted by CyberWasp

The Problems with Endura in Australia in no particular order.
Price

People loved the car on a test drive, but that was always the nail in the coffin.

Pity I liked them, good cars!

[Polyal]

Originally Posted by Craig@PowerFord

People loved the car on a test drive, but that was always the nail in the coffin.

Pity I liked them, good cars!

Sums up pretty much every car FoA has had in a long time sans Falcon/Territory

[Vesper Martini]

I never drove it, but the reviews suggested its a drivers car. which did appeal to me.
but for me it lacked the looks and versatility.

I imagine customers would look more to the Santa fe & Sorento - the top of the line can be had for a few grand less.

probably don't drive as nice, but look a lot nicer on the road plus 7 seats for less coin and better waranty

[frankie86]

Originally Posted by Craig@PowerFord

People loved the car on a test drive, but that was always the nail in the coffin.

Pity I liked them, good cars!

I bought one, its been a great car for us, compared it to the kluger at the time, endura left it for dead.

[FTE217]

I just don't get FA.
Did similar when building cars here to support the local product.
Import some really good models but go to market askew compared to the main opposition.
Mondeo was a very nice product despite the tide competing against SUV's it never got the support it deserved and left to rot.
Endura imo is a rippa SUV - looks better than a Everest again imo but comes to market half baked.
Just like any team sport, you can't go onto the pitch with less than your opponent/s and worse in this game ask for more.......
I know some here say great, low volume great margin but you can't keep competing this way - especially when their is opportunity to at least gain some resonable sales.
All this does is gives another negative POV to the consumer.
Oh that model being withdrawn from market for it didn't get enough sales.

[deesun]

For years Ford was bashed because it didn't have a diesel version of Territory. Then when it finally came it was pretty much too late. Now similar in reverse. No petrol version of Endura when the opposition have two engines to choose from. Shame as I was looking at it as I don't need 7 seats. I also need a towing capacity that is better than what the others offer and it's for my Mrs to drive so I don't want anything too big. Endura fitted the bill pretty nicely.

[au2000]

Hmmm, hope they ain't really pulling it after what 2 years?
If they do what's the ford line up gonna look like?

Ford Escape
Ford Everest
Ford Mustang
Ford Puma
Ford Ranger
Ford Transit

6 vehicle line up?

[csv8]

Originally Posted by au2000

Hmmm, hope they ain't really pulling it after what 2 years?
If they do what's the ford line up gonna look like?

Ford Escape
Ford Everest
Ford Mustang
Ford Puma
Ford Ranger
Ford Transit

6 vehicle line up?

and Focus.

[au2000]

I must have mixed something up, I thought focus was being wound up overseas also?

[Vormund]

I've only seen 1 on the road since release, and that was around launch time, so it was probably a test drive at that.

[StefD]

Originally Posted by au2000

I must have mixed something up, I thought focus was being wound up overseas also?

being downsized, not completely wound up. dropping Trend, St-Line wagon & Titanium models from Aus lineup.

Also don't forget Fiesta ST.

[Bossxr8]

Originally Posted by au2000

I must have mixed something up, I thought focus was being wound up overseas also?

Focus is the 3rd highest selling vehicle in Europe. They are not winding it up.

And if anything this story has some wires crossed. Looks more like production might be moved to China for the new model, rather than it being axed completely.

Would make more sense. China already has a 7 seat version, so a new model probably would too. And it would make it much cheaper to source from there, rather than Canada. Would probably also allow for a petrol version, which it also needs.

But in saying that it could be deleted in Australia altogether. Who knows?

[Vesper Martini]

Originally Posted by Bossxr8

Focus is the 3rd highest selling vehicle in Europe. They are not winding it up.

And if anything this story has some wires crossed. Looks more like production might be moved to China for the new model, rather than it being axed completely.

Would make more sense. China already has a 7 seat version, so a new model probably would too. And it would make it much cheaper to source from there, rather than Canada. Would probably also allow for a petrol version, which it also needs.

But in saying that it could be deleted in Australia altogether. Who knows?

If that were the case it could rectify some of the complaints, even if it comes at a quality compromise it needs to be cheaper.
But Ford have really stuffed this release up, most buyers wouldn't even know about it.
It would, be a good time to change the name away from something that sounds like a medical procedure

[Bossxr8]

Originally Posted by Bevsta007

If that were the case it could rectify some of the complaints, even if it comes at a quality compromise it needs to be cheaper.
But Ford have really stuffed this release up, most buyers wouldn't even know about it.
It would, be a good time to change the name away from something that sounds like a medical procedure

Selling a car built in China comes with it's own risks though.

Agree on the name though. Endura is terrible.

[FoxtrotGolfXray 5.0]

Funny, isn't it. I never really consider whether a car's name is good or not. It's not like a human's name where you, and others, use it regularly.

Certainly wouldn't consider buying, or not buying, a car because of the name.

[Vesper Martini]

Originally Posted by FoxtrotGolfXray 5.0

Funny, isn't it. I never really consider whether a car's name is good or not. It's not like a human's name where you, and others, use it regularly.

Certainly wouldn't consider buying, or not buying, a car because of the name.

Plenty of companies put a lot of effort and spend a lot of money on product names.

[whitelion65]

Originally Posted by Bevsta007

Plenty of companies put a lot of effort and spend a lot of money on product names.

Like BMW ???? ;-)

[Dr Smith]

Originally Posted by Bossxr8

Selling a car built in China comes with it's own risks though.

Agree on the name though. Endura is terrible.

Actually Ford China has a better build quality record than Ford N.A...but you didn't hear that from me ....and there is no truth to the rumour that some of the best former Ford Aust. engineers work in China.

[Vesper Martini]

Originally Posted by whitelion65

Like BMW ???? ;-)

or Mercedes or Audi.

?

[FoxtrotGolfXray 5.0]

Originally Posted by Bevsta007

Plenty of companies put a lot of effort and spend a lot of money on product names.

I'm sure they do. And I'm sure their research/belief is that it is a good investment.

I wasn't disputing that. I was just pointing out that it's not something that influences my decision one way or the other. And I was surprised that it would influence someone else making a decision about whether they buy a particular vehicle or not. But then, it's not something I've really thought about before either because it's not even on my radar as a factor.

It was just an observation, that's all.

[CyberWasp]

Ford should have called it the Edge here, like it is in every other country and told Toyota to P#$$ O$$

[gooseneck]

Or the Enduro. Give it a motorcycle sounding name and do a whole publicity stunt where former bike riders trade in their bikes for a discount on the new Enduro.

As for its looks it looks like a hatchback SUV like those useless Mercedes SUVs that are driven by soccer mums whos husbands are architects or doctors.

I come from an era in car sales where there were only a couple of car types for sale. Not fifty billion like there are today. If Ford ever get their act together they would stop producing so many different car types and focus on improving the market focus on ones that they have got. Not half baking the approach like as usual.

Like head light design on the falcons. On the commodore it was boxish but soft edges, they should've stuck with that from the EA or EF on the B series but they made the B series have a circle and dip into the bumper and strange looking angles which made the Falcon look tough. Making a car look tough today is bad for sales. Tough = 4X4 = fuel guzzler. You don't want that perception in a family car.

People don't want a tough looking car people want a car that looks cute and economical and safe for the polar bears. Thats why they buy asian cars because they look cute with tiny little headlights and strange soft edges.

The public perceive edges and toughness today as jerkiness and acting up on the streets/hooning.

If Ford made a cute car they would sell like hotcakes.

[simon varley]

Originally Posted by FoxtrotGolfXray 5.0

It was just an observation, that's all.

consider Kuga versus Escape. Exactly the same car but the Kuga didn't sell well here at all. I'll grant that Escape isn't doing brilliantly but the numbers are significantly higher then Kuga

[Craig@AUDI]

Originally Posted by simon varley

consider Kuga versus Escape. Exactly the same car but the Kuga didn't sell well here at all. I'll grant that Escape isn't doing brilliantly but the numbers are significantly higher then Kuga

Kuga sounded like Cougar, which is a lady in their 30's and up chasing younger men, which was oddly enough the target audience of the car.

[Poetic Justice]

I recall going to my bosses dealership one day and seeing a price on an Endura Titanium in the high 60s...

I don't know much about the car but as someone who works with the Hyundai brand I thought that for a car that, to me, seemed similar in size and offering to a Hyundai Tucson for ~$20k more was not destined for success.

People like to think a certain car doesn't have an intent.. ie; Holden tried to assure people that the new Commodore wasn't supposed to replace the RWD Commodore but the public think different. Toyota wanted to convince people when the Aurion came out that RWD was not important. It failed. No matter what, when a car like the Territory disappears from the market, the public are going to think the next similar car that comes along is supposed to be a replacement, and at that price level and with a lack of a 7 seat option it was going to be tough.