This is only a problem because it would seriously drag down the corporate fuel-economy figure, given the Explorer’s sales volume. The best way to restrict the max-power engine’s percentage of the mix is to make it expensive or limit it to a low-volume model. Offering the V-6 EcoBoost only in the Sport trim, as was the case with the 2011–2015 Explorer, did both. But that irritated some potential customers, those who walk into dealerships wanting it all. These folk don’t take kindly to being told they can only have the 365 horsepower mill if they give up their preference for a soft ride and a big shiny grille (the Sport’s is black) or can’t get all the optional features they could in a luxury-oriented Limited. The trick is to limit EcoBoost penetration without irritating the wealthiest potential customers. Competitors cater to such buyers with offerings like the GMC Acadia Denali.
Problem Two is that the obvious alternative, sending the luxury buyer to the Lincoln store, isn’t really viable despite that brand’s sales rebound. One symptom of Lincoln’s recent identity crisis is that Dearborn forgot to give its dealers a version of the Explorer. Where once they had the Aviator, the only Lincoln sharing the Explorer platform is the MKT, an oddly styled analog to the boxy Ford Flex, which itself is all but salesproof despite our repeatedly stated preference for its lower center of gravity and sensible packaging. With luxury crossover/SUV sales hot and profit margins high, Ford leaves money on the table every time a shopper looking for a leather-lined, feature-rich, three-row crossover opts for an Acura MDX or an Audi Q7. The obvious solution is now at hand: a more luxurious, more expensive Explorer.
They’ve sold 7 million Explorers in 25 years, after all, establishing a huge and loyal customer base that includes many who are ready to spend whatever it takes to get all the comforts and luxury trimmings.
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