While it may be what’s under the sheet metal that really counts, it is buyers’
perceptions of an automaker’s vehicles that tend to drive sales. The recently
released Kelley Blue Book 2012 Brand Image Awards have found that consumers see
vehicles at Ford dealerships in a particularly positive
light. Winning in four award categories, the most of any automaker, Ford was
named the Most Rugged Truck Brand and Most Family-Friendly Brand, as well as
Best Interior Design Brand and Best Exterior Design Brand for non-luxury makes.
The Kelley Blue
Book Brand Image Awards are based on consumer-perception data compiled from the
auto researcher’s website and take into account the opinions of more than
12,000 vehicle shoppers. The data indicated that Ford’s best-selling F-150 impresses
pickup buyers with its rugged durability, while models like the Ford Taurus sedan and the Flex crossover have
the looks and spaciousness to satisfy families. When it came to the design
awards, it was Ford’s increasingly upscale interiors and dynamic exteriors that
helped earn the automaker recognition.
“Perception is
reality when it comes to Ford’s vehicles; they have earned outstanding
reputations for a variety of different qualities shoppers desire in their
vehicles,” said Alan Melkonian, owner and general manager of Massachusetts
Ford dealership
Stoneham Ford. “Their lineup has the capability to get tough jobs done and the
comfort and safety suitable for growing families, as well as functional yet
eye-catching designs inside and out.”
Though the Brand
Image Awards focused on consumers’ perceptions of current vehicles, Ford is
looking to keep up the momentum when its new 2013 Ford Explorer Sport arrives
at dealerships later this year. As the first high-performance trim for Ford’s
popular SUV, the Explorer Sport will bring added capability, family-friendly
features and fresh designs, all attributes that helped the automaker win its
recent awards.
With a
twin-turbocharged EcoBoost V6 engine, the Explorer Sport will churn out 350
horsepower, yet it is still projected by Ford to be the most fuel-efficient
gas-powered high-performance SUV on the market. Four-wheel drive and a Terrain
Management System are also standard features, meaning all that power won’t be
wasted when conditions get rough.
The Explorer Sport
will also pack in plenty of creature comforts for family members, as well as an
array of sporty design cues that will make the neighbors jealous. Features like
standard heated front seats and optional inflatable rear seatbelts ensure that
families get a comfortable and safe ride, while Charcoal Black leather seats
available with contrasting Sienna inserts give the cabin a premium look and
feel. Outside, a unique Sterling Gray mesh grille accentuates glossy ebony
crossbars, while 20-inch painted wheels and blacked-out headlamps give the
Explorer Sport a distinctive appearance.
“The Explorer Sport
embodies everything that consumers like about the Ford brand,” added Melkonian.
“Whether it is the powerful-yet-efficient engine, the innovative safety
features or the inviting interior and bold style, the SUV is a great example of
how Ford nails down every aspect of their vehicles.”
