T’was the week before Christmas (2018) and all through the house, Ford - apparently still high on crystal meth, gave ‘Straya the Endura SUV: the almost but not quite Territory replacement.
I’m still trying to work out if that means we’ve been naughty or nice.
The verdict: Dear Ford - you really need to stop playing tennis without the net. There’s no point. Endura is the same size as the Territory, which has been absent from the lineup since the Viking horde went through the Vicwegiastani factory in 2016.
Apparently Ford went to great pains at the Endura launch to point out to susceptible journalists that this new vehicle is not the Territory replacement.
Ford says, instead of filling the void left by the departure of the Territory, Endura is a premium product. Luxurious. Sophisticated.
“Endura sits in its own space as a premium offering that we’ve previously not offered.” - Ford Oz CEO Kay Hart
Karen Larkin, the marketing manager, calls Endura (quote): “special and opulent.” But of course, storm surge of Endura unspeak goes on, and on. And on.
“Endura is for customers looking to reward themselves with the latest innovations and technology … instead of looking to impress others with a basic vehicle wearing a prestige badge.” Ford Oz marketing manager Karen Larkin
I’d suggest that the reason Ford specifically attempted to nudge ‘Territory replacement’ commentary to one side is that Endura simply does not measure up on fundamental comparisons to the Territory - which was itself an ageing, outdated platform as it fell to the Viking axe in 2016.
Territory Titanium from 2016 was fully $10,000 cheaper than Endura Titanium today (both AWD variants). Territory diesel was also 10 per cent more powerful (meaning 10 per cent better at overtaking that B-double) plus it had two more seats, and it towed 700 kilos more.
And it had a proper full-sized spare tyre - verses the shitty space-saver in Endura.
If there’s supposed to be some continuum of improvement as product portfolios evolve over time, I’m not seeing it with Endura.
I know you can’t trot off and buy a brand new Territory today instead, so maybe the rear-view mirror is the wrong prism here. But you could buy a new Hyundai Santa Fe Highlander.
Santa Fe Highlander has two more seats, a proper, full sized spare, it’s the same size within a couple of inches. And the towing capacity is the same as Endura.
In that normal driving rev range - between about 1750 and 3000 revs - Santa Fe is making 10 per cent more power, plus it’s about 80 kilos lighter.
So it just goes better. At all revs.
One more salient point. Seven thousand, five hundred dollars. Cheaper. Santa Fe versus Endura. That’s a substantial saving. And all of those bullshit marketing quotes about special opulence and rewarding yourself with all the fruit instead of buying a stripped-out shitbox with a posh badge (I’m paraphrasing) apply equally to Santa Fe. And also Kia Sorento. And Mazda CX-9.
Ford has an appalling track record when it comes to reliability, engineering fundamentals and customer support. The ACCC has a lot to say about Ford on these issues - it’s not just me trash talking.
And Hyundai’s a more popular brand - 40 per cent more popular. And a lot more reliable, as well as being much better at customer support. But they don’t catch fire as often - Ford’s a real leader when it comes to spontaneous combustion...
If Endura was a strict five-seater that really was objectively more opulent than the established seven-seat competition, with measurably better performance, two-and-a-half tonne towing, perhaps, plus premium features that the others simply don’t get: OK. I’d pay seven or eight grand more for that.
I might even roll the dice on the blue oval and hope that Endura’s not an engineering R&D shitbox.
Unfortunately, Endura is objectively over-priced, and under-done, and there are far too many risky ownership question-marks.
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