Just a few days after Jeep North American president Jim Morrison took a swipe at Ford and its new Explorer Timberline, the Dearborn-based automaker has hit back.
While recently speaking with the Detroit Free Press, Ford spokesman Jiyan Cadiz, who used to work at Fiat Chrysler Automobiles and helped to launch the Jeep Compass, Patriot, and Wrangler, said the automaker isn’t shy in its attempts to rival Jeep’s long-standing off-roading supremacy.
“Stay classy, Auburn Hills,” he said. “I guess it’s been a long year for Jeep watching Bronco and Bronco Sport rack up hundreds of thousands of sales and reservations — and comparison test wins versus Jeep — and now comes the rugged and capable Timberline editions of Explorer and Expedition with trail-tested off-road hardware, increased maneuverability, ground clearance, trail modes and accessories.
“And we both know Explorer is America’s all-time bestselling SUV.”
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Jeep president Jim Morrison recently stated that he feels “sorry” for customers of the Explorer Timberline, suggesting that they are getting tricked into buying an SUV that isn’t really as capable off-road as Ford would like you to believe.
“Ford is the first to show up with a credible competitor in the Bronco,” added industry observer John McElroy. “Jeep is a little miffed they’re finally facing some competition. And there’s more to follow. Nobody knew this whole Jeep brand could grow to be so profitable. They’re copying the segment that Jeep is in, not really copying Jeep itself. Jeep got there first. But others will follow because there’s so much money there.”
McElroy added that it’s not really important whether Ford’s off-road-focused models are actually more capable than vehicles from Jeep but rather which models sell in the highest numbers.
“The question isn’t which one can climb the rocky mountain but which one will have the most sales,” he told the Detroit Free Press. “That’s what matters most, if Ford can get these customers who are going to buy this big macho off-road truck. We know only a fraction will really take them off road.”
