Supply dilemma looming for Everest?

Ford doesn't have a good track record of matching supply to demand for its new models in this country.

And in that regard, the new Everest SUV is shaping up to follow in the footsteps of the Ranger on which it's based.

Prospective buyers on the list for the Ranger pick-up were forced to wait months when the car was launched here. Everest buyers may have to wait a while too, based on the 11,000 enquiries for the new SUV, just days out from its on-sale date in Australia.

Ford revealed in a press release issued today that Everest has aroused more interest from Aussie customers online than any Ford model other than the Ranger – currently Ford's top-selling vehicle in Australia. Furthermore, Ford has received 25,000 requests for Everest brochures from the public.

"The Everest is one of our crown jewels of our nearly $2 billion in R&D investment the past six years, something we have used to give our customer-relevant technologies and capabilities expected of an rugged off-roader," Ford President Graeme Whickman was quoted saying in the press release.

"We started promoting Everest last year with our 'Guess Who' campaign and it drove more interest with Mustang so we are pleased to see that momentum continue as they arrive at dealerships."

Mustang is another Ford model expected to be in short supply, and buyers are reportedly lined up as long as 12 months ahead of delivery for even Ford's locally manufactured Falcon XR8.

For a number of years, Ford has been challenged by importing product from overstretched factories in Europe. Shifting production of its more popular passenger cars and commercials to Thailand was meant to help, but Ford didn't count on the Thai floods that interrupted production of the Ranger.

Hopefully, for Ford's sake, the company is past the problems of balancing supply with demand.