Ford is currently developing an all-new Global SUV to meet the rising global demand for sports utility vehicles. The SUV segment grew 13% in 2013 and is expected to continue growing rapidly hence Ford set out to create a tough, flexible and smart SUV that would meet the needs of consumers in Asia Pacific.
The journey began as Ford set out to learn as much as it could about their customers’ needs and aspirations, and established goals and engineering parameters for the vehicle.
Research showed that customers in Asia Pacific were looking for a tough and powerful off-road SUV with the flexibility, features, and comfortable and dynamic on-road feel required for everyday driving. They wanted a bold design, a smart interior and plenty of space for family and friends. In addition to high levels of premium comfort for all occupants, these customers also demanded a vehicle that would be aerodynamic and fuel efficient at the same time.
“When we looked at the market, we saw an opportunity to serve a new group of customers with a rugged and refined SUV that’s equally at home both on- and off-road,” said Jim Holland, Engineering Director, Ford Asia Pacific.
“We’ve risen to the challenge by making full use of our global One Ford expertise. We’ve created a vehicle that redefines expectations in its segment, builds on our segment leadership and strengthens our global SUV line-up. We expect it to play an important role in our growth strategy as we continue to launch small, medium and large utility vehicles around the world.”
These were the first steps in a development process that has culminated in the most comprehensively researched vehicle Ford has ever created in the Asia-Pacific region.
Given the growing importance of the Chinese market, potential Chinese customers in the medium SUV segment accounted for more than 50% of Ford’s sample size for customer feedback on the new SUV. But reflecting the vehicle’s potential global appeal and the reach of Ford’s global product development system, designers and engineers sought input from every corner of the world.
The Ford Everest Concept, displayed at auto shows in Bangkok and Beijing, provided a strong indication of their final design.
