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Ford’s new Endura to offer greater choice to the SUV market

By November 14, 2017Manufacturer News

Australian SUV buyers will be offered even more choice as the Ford Endura joins the local line-up in 2018. The Endura – known as the Ford Edge in other markets – will offer SUV buyers a highly-equipped SUV with cutting-edge design and performance.

Ford is at this stage is only committing to an exclusive five-seat configuration with diesel, as the manufacturer looks to streamline the new vehicle into production. Whether that decision will limit its potential among the SUV market remains to be seen.

“The Endura reflects the dynamic motoring landscape in Australia, where buyers are now looking for more specific features and attributes in their SUVs as opposed to a one-size-fits-all solution,” Ford Australia President and CEO, Graeme Whickman said.

“The appetite for SUVs in this country is impressive, so we’re excited to bring a premium new offering from our global portfolio to local audiences.

The Endura will be launched in late 2018 as part of a significant year for Ford in Australia, which will see a revitalised SUV line-up that includes a refreshed EcoSport, updates for the recently launched Escape and a refresh of the highly capable Everest.

The Endura name is shorthand for Endurance. Symbolically, the name follows the ‘E’ SUV naming convention, with Endura itself representing strength, durability, reliability and sportiness, which are key attributes of this all-new vehicle.

Market research conducted resulted in ‘Endura’ resonating most, relative to the features and capability of the vehicle, as well as being unique and contemporary.

The Endura will be offered exclusively in a five-seat configuration with diesel. Full specification, pricing, and availability to be announced closer to its launch.

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