ford-endeavour: The premium SUV space in India is set for a tectonic ripple as Ford is gearing up to bring back its iconic Endeavour, which once was the segment leader before the company announced the shocker of its withdrawal from the Indian market last year.
According to industry sources, the iconic nameplate is making a GRAND comeback and that the company insiders are calling the new avatar absolutely “dhansu” or impressive to win back the hearts of the Indian SUV enthusiasts.
ford-endeavour The Tale of the Resurrected Drama
Ford’s sudden exit from India two years ago left a legion of loyal customers stranded, especially Endeavour owners who had formed a close emotional connect with their cars.
It seemed like the move to wind down local production brought the curtain down on one of India’s most legendary automotive nameplates, leaving a chasm in the market for premium SUVs that rivals scrambled to fill.
But evidence has emerged that Ford’worldwide reorganization has a surprising new twist. Based on the new market strategy, the company identifies certain high margin products with brand recall and plans to strategically re-introduce these in the market through an all new business model, wherein the objective will be to offer imported CBUs followed by CKD model in due course.
“The Endeavour provides very strong brand recall and emotional connect with the Indian consumers,” says automotive analyst Vikram Gaikwad.
“Fords choice to resurrect the name as a priority finds a balance between business pragmatism and understanding of the cultural touchstone the model has become in the premium large SUV market.”
Next-gen design: It’s a little evolution, it’s a little revolution
Spy shots and leaked design drawings indicate that the resurrected Endeavour (sold as the Everest overseas) will come with a vastly evolved design, but keeping the muscular road stance that characterised its predecessor.
At the front, Ford’s recently launched global styling for its vehicles is evident with a new, more upright grille carrying a pair of C-clamp style LED headlamps connected by a light bar that forms a signature lighting effect, particularly at night.
The profile retains traditional body-on-frame proportions which bode well for its ability in the rough, with slimmed-down wheel arches containing new 20-inch alloy wheels on higher grade models.
Around the back of the truck, there are connected LED taillamps that run across the width of the tailgate, helping to visually widen the rear, and giving a touch of modern freshness to the otherwise very rugged look.
The Endeavour, which comes in seven different colorways ranging from the bold Equinox Bronze and Blue Lightning, looks especially suave in the new Copper Red Metallic – a deep, rich coloration created specially for its Indian launch that changes radically in different light.
Cabin Evolution: Luxury with a Side of Utility
The interior, for its part, is a huge step ahead, yet still functional in a way older Endeavours appealed to Indian families. The dashboard is anchored by an enormous 12-inch portrait-oriented touchscreen that houses Ford’s SYNC 4A infotainment -system and is paired with a 12.3-inch digital instrument cluster with configurable readouts.
Material quality is significantly improved, with genuine leather covering the seats, real wood trim pieces, and brushed aluminum details setting a high-tone environment that competes with luxury brands that sell for far more.
Space utilisation is brilliant in the three-row seat version, while the power-adjustable second-row captain’s chairs on higher trims offer business-class comfort.
That it doesn’t, even today, has a lot to do with attention to practical details – a zone where the original Endeavour shone brightly. Inside there are plenty of storage cubbyholes and charging points for devices, plus grab handles where you need them to help get in and out after extra-curricular adventures.
Powerhouse Performance
Powering the next-gen Endeavour are two engine options which are a blend of performance and fuel-efficiency. The 2.0 litre bi-turbo diesel motor generates a power output of 210 hp at 500 Nm of torque- enough for you to handle the terrains and the load, whatever the case maybe.
This engine is available only with Ford’s smooth 10-speed automatic transmission, programmed to shift precisely at the damping of one gear and the coupling up of another to keep the engine in its most efficient bounds.
Even more interesting is the debut of a 2.3-litre EcoBoost petrol engine in the Indian market – a nod to the increasing interest in petrols in the premium space.
This is the turbocharged engine which has 270 hp and wallops out 455 Nm – it has a little pep about it albeit in more cultured way than the diesel.
Both engines feed power through a high-tech four-wheel-drive system that includes electronically locking differentials and a terrain management system that provides different drivetrain programs such as Normal, Eco, Sport, Snow/Mud/Grass, Sand, and Rock Crawl.
This is a complex system that allows real off-road capability without sacrificing on-road refinement – a balance that few rivals manage to hit quite so well.
Technology: Linked and Offline
Ford has given the returning Endeavour a solid dose of tech and this is an area where the earlier-gen Endeavour (that had started to lose out to rivals when it came to the digital features) was the weakest link.
FordPass connect the car for remote engine start, climate preconditioning, location and status checking from a dedicated smartphone application.
The SYNC 4A infotainment system includes wireless Apple CarPlay and Android Auto integration, on-board navigation with off-road map content, and natural language voice recognition that can understand casual commands. The premium audio system includes 12 speakers placed throughout the cabin for great sound no matter where you sit.
Safety technology is given a significant billing here with the inclusions of Ford’s Co-Pilot360 suite: adaptive cruise control, lane-keeping assist, autonomous emergency braking, blind-spot monitoring, and reverse cross-traffic alert. The 360-degree camera system with split-view display is especially helpful in navigating off-road and parking in tight city spaces.
Market Strategy and Pricing
According to sources, Ford is likely to reintroduce the Endeavour in phases. The first phase will be CBU import of small numbers with a move to local assembly at a strategic tie up before the transition to key manufacturing partners (the step that other successful international premium brands took).
It also goes in direct competition with the Toyota Fortuner Legender, MG Gloster and in lower trim with luxury SUVs such as the BMW X3 in every manner with the pricing estimated to be between ₹45-60 lakh (ex-showroom).
That’s a bit higher than it’s been, naturally, but Ford says the greatly improved feature content, design, and technology do merit the price bump.
Service Network Reinvention
Touching upon the scariest factor for its prospective customers – post sale support especially after Ford’s manufacturing pullout – Atmank has come up with its unique after-sales service model that comprises of exclusive Ford service outlets at key metros along with multi-brand/authourized workshops at Tier-2 and Tier-3 cities.
This middle-of-the-road strategy seeks to maintain quality service delivery and geographic coverage despite a smaller direct presence.
In addition to this, Ford intends to roll out a digital services platform to deliver remote diagnostics, predictive maintenance alerts, and remote service scheduling via the FordPass app – alleviating any long-term ownership concerns customers may have when it comes to support.
ford-endeavour Market Reception and Outlook
The Endeavour’s reincarnation has very steep odds to tackle amid the changed market scenery, but early feedback from dealers indicates tremendous interest among erstwhile Endeavour owners who want to make the step up, as well as fresh entrants who couldn’t get a toehold on the nameplate in its earlier stints.
The combination of a genuine off-road ability, which is combined with decent on-road refinements and plenty of tech, might make the returning Endeavour the new benchmark of a segment that’s seeing more and more luxury SUVs eat into its share, proving that sometimes, the old king really can return in a full ‘dhansu’ fashion and shoos away the young pretenders who tried to take the throne.