Falcon nameplate dead; Territory undecided
Falcon dies with local manufacturing but could Territory live on?The strength of Ford Territory’s sub-brand and its resonance with local buyers could see the SUV nameplate live on.
Ford today announced the cessation of local manufacture of Falcon, Falcon Ute and Territory from October 2016. However, while Ford Australia boss, Bob Graziano has confirmed the Falcon nameplate will die with local manufacturing, decisions regarding the fate of the Territory brand are still to be made.
“The Falcon name is inextricably linked to Australia and to being produced here, so we will retire that name when we retire the vehicle,” Graziano said at this morning’s press conference announcing the closure.
But, Ford Public Affairs Director, Sinead Phipps, told motoring.com.au that no decision had been made on Territory.
“The Falcon name will retire, but we are still to make a decision regarding Territory,” she said.
“It’s still under discussion,” she stated.
The Ford Australia SUV has established a strong customer base since its launch in 2004 and polls well in consumer surveys. In terms of sales, it currently sits second-ranked in Large SUV sales -- only Toyota’s Prado betters the Ford in the segment.
Territory is also known to provide a ‘richer mix’ than other locally produced models. A large percentage of sales are high-spec models including the range-topping Platinum.
It’s these factors that could see the brand name survive, perhaps as a rebadged version of a MY2017 model of one of Ford’s US-market SUVs. In terms of Territory-sized vehicles, the US range includes three potential donor ranges: the wagon-like seven-seat Flex, crossover Edge or heavier-duty offroad-capable Explorer. It must be noted however that currently none of these vehicles are built in right-hand drive.
Alternatively, Ford could take the decision to use the Territory name on a wagon version of the Ranger light commercial vehicle. It’s our estimation that this would not sit well with existing Territory customers who often rate the car-like refinement of the current car highly.
Follow other Ford news on www.motoring.com.au:
Ford Australia to cease local production
Ford research and development to continue
Holden issues official statement
Toyota mulls over Ford decision
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