Ford To Add Four New SUVs in Bid To Win Millennial, Boomer Buyers | Edmunds

Ford To Add Four New SUVs in Bid To Win Millennial, Boomer Buyers


CHICAGO — The Ford Explorer, Escape, Expedition and Lincoln Navigator are about to get some company in Ford and Lincoln showrooms.

Ford said it will add four new nameplates to its global SUV lineup in the next four years in segments in which the company does not currently compete. It made the announcement on Thursday at the 2016 Chicago Auto Show.

Details, including the names of the vehicles, pricing and launch timing, were not disclosed.

The new SUVs will be aimed at Millennial and Baby Boomer buyers.

"It's a demographic double whammy and it all points to one thing — more SUVs for the foreseeable future," said Mark LaNeve, Ford vice president of marketing, sales and service, in a statement.

The new nameplates are likely to include the return of the Ford Bronco in the form of a new midsize body-on-frame SUV to compete against the Jeep Wrangler SUV, perhaps as early as the 2018 model year.

Lincoln may also get a version of the next-generation Ford Explorer to replace a hole in the lineup left by the defunct Lincoln Aviator. This new SUV would be a step below the Navigator in size and target premium SUVs, including the Acura MDX, Audi Q7 and Volvo XC90, according to analysts. This unnamed vehicle may debut in 2019.

Also expected are two new SUVs that are smaller than the current Ford Escape. They may be built off the next-generation Ford Focus sedan and arrive in showrooms in 2018 or 2019.

Possible targets are the Honda HR-V, Jeep Renegade and Mazda CX-3.

"While low gas prices have contributed to the growth in SUVs in recent years, much improved fuel efficiency in the latest generation of utility vehicles leads Ford to believe a potential rise in gas prices wouldn't push consumers back to passenger cars," Ford said in a statement.

Edmunds says: Car shoppers will have even more choices from Ford when it comes to SUVs in the near future. But there are plenty of good options out there right now.

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