The New Ford Explorer And Its Monumental Conquest Rate

Runaway success. That’s the one term that genuinely describes the all-new Ford Explorer. Case and point: the Blue Oval’s full-sized crossover sold 12,593 units in April — a 138 percent year-over-year increase. In fact, the Explorer is responsible for 42,083 sales year-to-date compared to 19,487 units during the same time in 2010.

But the good news doesn’t end there: the new Explorer is enjoying a 43 percent conquest rate — an amount that’s unheard-of in the burgeoning CUV space.

The Motrolix Take

Well what do you know? It seems that the seasoned marketing proverb of “build it and they will come” is alive and well, especially when it comes to quality (nay, class-leading) products. We commend Ford on its new-found success in the space and thank them ever so much for finally bringing a world-class full-sized crossover to the masses.

And we can’t help but wonder how many of those conquest sales are to buyers on the West coast — an area where Ford is enjoying a 37 percent year-over-year sales jump so far this year. Toyota Highlander, Chevy Traverse, Honda Pilot… eat your hearts out.

Motrolix Founder with a passion for global automotive business strategy.

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