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Ford Explorer and NAIAS Commentary from

For better or worse, people still perceive Detroit as the traditional “motor” city...
“It’s unfortunate, but if you want to know what the future of automotive will look like, you don’t go to NAIAS, you go to CES. As much as Detroit has tried to change its image from the Motor City to the Mobility City, the stack of sports car and SUV debuts proves NAIAS is still very much an auto show.”


The long-awaited Supra leads a parade of sports car debuts...

“Enthusiasts are finally getting the vehicle they’ve been salivating over for years with the debut of the new Supra. But the question remains as to if it will really do anything to help Toyota attract new buyers. Having a flashy sports car in the window used to be a proven halo to lure buyers into the showroom, but with shoppers prioritizing technology over horsepower, it remains to be seen how long that bait will work.”

  • In 2018, non-luxury sports cars accounted for just 1.6% of sales, the lowest since Edmunds began tracking this data in 2002.


Cadillac comes home...
“The debut of the XT6 is an unofficial homecoming party for Cadillac. However, it’s not much of a surprise that most of the other luxury brands are electing to sit Detroit out. In many ways, auto shows are now just another marketing tool to reach consumers, and there just aren’t that many luxury car buyers in Detroit.”

  • Only 1.8% of new luxury vehicle sales in the U.S. are in the Detroit metro area

  • Sales of Mercedes-Benz, BMW and Audi vehicles comprise a combined 1.8% of Detroit’s new vehicle market

  • Detroiters love their Cadillacs - the brand has 27% share of the luxury market in Detroit, the highest of any brand. Lincoln was a close second with 25% share.


Ford (finally) debuts a new Explorer...

"In many ways the Explorer is in a league of its own. It's remarkable that a vehicle can go nearly eight years without a full redesign, yet still be the best-selling mid-size SUV. It's a smart move for Ford to offer a wider variety of trims and options to stretch the popularity of the Explorer name and give shoppers at all ends of the spectrum something to choose from. Ford has had to rely heavily on incentives to move Explorers off the lot in recent years, and while this new model may not go far enough to lure in a mass of new buyers to the brand, it's not going to matter much given the fact that there's a large and loyal base to pull from."

  • There are currently 3.66 million Ford Explorers on the road today, making it the second most popular SUV in America.

  • The average incentive spend on Explorer was $6,194 in 2018 - about $2,000 more than segment average.

  • When the Ford Explorer was last redesigned in 2011, it’s share of the mid-size SUV segment jumped from 4% to 11% (it’s currently at 12%)

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Tags: Commentary,, Explorer, Ford, NAIAS, and, from


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