Territory aims higher

Ford is looking to reclaim a top spot in the important SUV and crossover marketplaces with a freshened and re-powered Territory line-up.

Launched yesterday in Sydney, the new Territory line-up will include a turbodiesel powertrain for the first time, as well as a significant uplift in equipment levels. Though yesterday's reveal delivered styling and basic grade information only (more information and engineering details will be announced in March), the Carsales Network understands that Ford will offer the all-important diesel engine in all three model grades.

The Territory debuted in 2004 to significant fanfare and quickly cemented itself at the head of the local SUV sales charts. Since then the car's volumes have eroded. Though last year's facelift boosted sales marginally from 2009 total of less than 11,000 units, sales still averaged at less than 1000 units per month. This is a far cry from the circa-2000 unit per month averages of 2004 and 2005.

Produced at Ford's Broadmeadows factory alongside Falcon, renewed success for the midsized SUV is key to cementing local production for the Blue Oval beyond the life of the current generation. Last year Territory accounted for around 25 per cent of Ford's Australian production.

Ford will offer three grades in the new Territory line-up. The new flagship is the Titanium – a badge Territory borrows from Mondeo's top model. All grades feature alloy wheels and high-spec components such as Euro-style projector headlamps. Display cars at the launch also featured drivers knee airbags across all three grades.

Key to the new model's differentiation is the dramatic front-end. According to exterior design chief Todd Willing, the bold re-design leverages Ford's international Kinetic design language.

"Our goal was to ensure the new Ford Territory was an evolution of the original model but also gave a glimpse of the future through its Ford-specific design DNA," Willing stated.

Though not universally praised in its first on paper glimpses, the front-end gives the car a very European presence in the metal – particularly in the series' hero colour Havana, a classy, deep bronze. Alas, the changes to the side profile and rear-end are much more modest. Willing says around 70 per cent of the sheet metal is new, but the roof, rear tailgate and doors are essentially carried over.

Aside from the front-end, only the rear quarter panels are all-new. Gone is the door-top groove that bisected the C-pillar. There's been a tweak to the shape of the rear glass, but Ford's budget for the makeover didn't stretch to changing the rear door skin to remove the groove. The result is a blemish on what overall is pretty sharp work.

Inside there's been significant change. The new centre-stack aligns the Territory's ventilation and climate controls with that of Falcon and nice touches are included such as a 'tambour' slatted sliding door covering to the centre stack storage. Inside the new higher centre armrest/console there's a soft iPod holder.

Pride of place goes to a new eight-inch (200mm) full-colour touch screen at eye-level at the top of the centre stack, however. Ford claims this unit is an Australian first.  Officially the unit controls functions such as "Territory's audio system, telephone and climate controls" but expect it to also incorporate satnav and parking/reverse camera functions in higher spec models.

But again the beancounters have been busy… The overall effect of the new interior is positive (building on one of Territory's traditional strengths) but while there's new graining and materials for the FG-inspired dash, the door tops and pulls have been carried over – old grain and all. It's a mismatch that fussy owners won't appreciate.

In spite of the dollar imposed glitches Ford execs are upbeat about the new territory's fortunes.

New Ford Australia boss Bob Graziano says the updated Territory is a key component in what he has termed as a "game-changing year" for the local carmaker.

To be launched under the moniker "Every Bit Better", Ford is looking for the new vehicle to bring new buyers to the brand and give the 100,000-plus strong owners of current Territorys a reason to trade-up.

"There's no better way to start a year where we will replace 85 per cent of our model line-up than with a new Territory," Graziano enthused.

"In 2004 Territory redefined the midsize SUV segment – it's built for Australians, by Australians, we believe it's ready to take off in a more competitive market," Graziano stated in introducing the new model.

"We've listened to and engaged with our consumers, as well as our dealers and we believe this [new model] will re-energise the Territory brand and maintain its place as a leader in its segment…

"Many people thought the new Territory would only involve the introduction of a new diesel engine but that's just one part of a much bigger story… We've done a lot to make the new model every bit better," he stated.

Graziano is not focusing on regaining the number one spot in the segment, however. When quizzed on whether the redesign and diesel powertrain will be enough to regain the mantle he dismissed the premise.

"I think what it allows us to compete across the range [of SUV buyers]. I think the freshening and other smart technologies we've added to this product [Territory] will reenergize the brand and [allow us to] build from the strengths that we had.

"I know it sounds silly, but at the end of the day the customers decide your sales volume and your share… What we have to do is focus on what the Ford brand represents, not only in the product but at the dealership level… We'll put the right value proposition out there and let the customers choose," he stated.

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