Everest peaks Ford's local line-up

Ford Australia says it makes no apologies for directly targeting Toyota's Prado with its all-new Everest SUV. The seven-seat SUV, developed off the Ranger platform, shares a body-on-frame design similar to that of the strong-selling Prado.

It's also set to be similarly priced, Ford pitching the Everest from $54,990 to $76,990 (plus on-road costs) with a three-grade model mix Ford Australia's communications and public affairs director Wes Sherwood says will appeal to a broad customer base.

"We wouldn't be going up against Prado if we didn't have the goods," Sherwood said unequivocally. "We have the goods, and that's the proposition we'll put to consumers. Ultimately it's them who are going to judge, and put down their hard-earned cash."

"We're going to go after people who value our vehicles, and want to buy them, not [those] who are looking for the cheapest price or the latest incentive. That's our strategy and it's going to apply to Everest more than any [other vehicle in our line-up] because we have a compelling package in the right segment."

Sherwood, who hails from Detroit, said he's well aware of the intricacies of the Australian SUV market – and the imposing reputation Toyota has in the large SUV segment – and that he's absolutely convinced the input of Ford's local engineering team in the development of the Everest will be one of its greatest drawcards.

"We've got some unique dynamics in the Australian market, and what Toyota has built-up as a brand is not something they did overnight, and it's not something we're going to do overnight. But we're committed to building that foundation and that sustainability of sales that will make us a healthier business in the long-term," he insisted.

"There is a reason we invested so heavily in engineering the Everest to be our most capable SUV ever. We didn't do that by accident, and we absolutely see a reason to go out and target Prado buyers.

"[The Everest] is Australian-developed, right here, and so we think we've done the things for the Australian market specifically simply by having that development work done here. Capability is one of the most important drivers for our customers, as are fuel economy and safety; and it's those areas that we are absolutely investing in to be leaders of.

"We have a good amount of capability more than Prado, but we're still offering the same fuel economy. Being able to tow that much and still get comparable fuel economy, that's a pretty compelling thing. And that may be something people haven't expected from Ford before," he admitted.

However, the Prado isn't the Everest's only competitor. The model is up against a range of ute-based rivals, nearly all of which are significantly cheaper. Competitors include seven-seat 4WDs from Holden, Isuzu and Mitsubishi. Holden's Colorado 7 starts from $47,990 (plus ORCs) while the Colorado's twin-under-the-skin Isuzu MU-X begins at $40,500 (plus ORCs). The aging, and soon to be updated, Mitsubishi Challenger currently retails from $42,490 (plus ORCs).

Spec-for-spec, the entry price sees Everest compete more favourably with the entry-grade LandCruiser Prado GX automatic, which retails from $54,490. Although $500 cheaper, the Prado is less powerful than the Everest (127kW plays 143kW), offers less torque (410Nm v 470Nm) and tows 500kg less at 2500kg. The Thai-built Everest does, however, offer identical fuel consumption to the Japanese mainstay (at 8.5L/100km).

Ford will offer the Everest with a single drivetrain option locally: the same 3.2-litre Duratorq five-cylinder turbo-diesel found powering high-spec Ranger variants. Toyota on the other hand offers both turbo-diesel and petrol power in the Prado, which is available with both the 3.0-litre four-cylinder turbo-diesel referenced above, and a (202kW/381Nm) 4.0-litre V6 petrol.

Sherwood said that although the current offering is appropriately placed and priced to take-on its nearest competition, Ford Australia would consider the smaller diesel offering should the market show enough interest.

"We're always going to keep an eye on the market, and we have a lot more flexibility in our global system now to react to those kinds of market conditions," Sherwood added.

"In a smaller market like Australia you do have less flexibility. Volume wise you've really got to go through the offerings that are really going to drive volume and what's going to draw the most people in. But I think we've shown that we can react if there are those opportunities."

The Everest will be available in three trim grades locally, competing against the four-strong Prado range.

The price leader of the new Everest range, simply dubbed 'Everest' ($54,990) competes directly with Toyota's LandCruiser Prado GX ($54,490). Ford's offering includes a four-mode electronic all-wheel drive controller known as the Terrain Management System (TMS), which incorporates Hill Descent Control, Hill Start Assist and an electronic locking rear differential. The Everest offers an 800mm wading depth and 225mm of ground clearance. It arrives as standard with seven seats, and is differentiated outwardly by 17-inch alloy wheels, black door handles and mirrors, and black roof rails.

The base-grade Everest includes as standard a manual tailgate, mudflaps and front foglights, single-zone climate control, cruise control, power windows and Ford's active noise cancelling technology. A rear-view camera is also standard, as are rear parking sensors, seven airbags and Ford's Wi-Fi enabled SYNC 2 infotainment array with voice recognition and 12-volt and 230-volt power outlets.

Stepping up to the Everest Trend ($60,990) we find a mid-grade model comparable to the LandCruiser Prado GXL (also $60,990). In addition to those features listed for the entry-grade Everest, the Everest Trend comes with 18-inch alloy wheels, a powered tailgate, chrome grille, running boards and body-coloured roof rails, door handles and wing mirrors.

The Everest Trend also includes projector style headlights with automatic high-beam control, dual-zone climate control, up-rated instrumentation, an electrochromatic rear-view mirror, a leather trimmed steering wheel, rear privacy glass, and rain-sensing wipers. The infotainment system is upgraded with DAB+ digital radio, a high resolution 8.0-inch touchscreen, two USB ports and Ford's programmable MyKey technology.

The model also adds additional safety equipment, including lane-keeping and lane-departure warning, front parking sensors and adaptive cruise control.

Finally, the top-notch Everest Titanium ($76,990) looks set to undercut the LandCruiser Prado Kakadu ($84,100) with much the same level of standard equipment. The model is distinguished by 20-inch alloys, metallic finish running boards, self-levelling HID headlights and LED daytime running lights.

Its cabin is equipped with a semi-automatic parking assistant, panoramic sunroof, powered leather seats (including a powered third row), satellite navigation and an ambient lighting pack that includes illuminated front scuff plates. Safety items are also extended via blind-spot monitoring and a tyre-pressure monitoring system.

All Everest grades are available optionally with a 3000kg tow pack ($1000) and metallic paint ($500), while the mid-grade Trend may be fitted with satellite navigation for $600.

Ford Australia says it hopes the Everest will shadow the Prado, with sales of the Toyota having slipped year-on-year by more than 10 per cent. To the end of June 2015 the large-segment Toyota LandCruiser Prado SUV sold 7872 units locally, down from 8774 for the same time last year. The Prado finished second place in the large SUV segment in 2014, totalling sales of 16,112. The category's top-selling mode, the five-seat only Jeep Grand Cherokee, sold 16,582 examples over the same period.

The new Ford Everest will go on sale locally from October.