Explorer develops a superiority complex
In Japan, there are four trim levels in the Ford Explorer lineup: XLT, Eddie Bauer, Limited, and the just-announced Superior.
The deal with the Explorer Superior is pretty simple. Basically, it's a loaded Explorer Limited that gets a real wood center console and door pulls, custom floormats, model-specific badges, and chromed sideview mirrors with built in turn signals. Black and gold are the only color selections, and there are two options for the interior leather/wood combo.
The big chrome grille up front has "SUPERIOR" emblazoned across its width, letting less-informed motorists know they're in the presence of a ¥7,000,000 SUV. At the current exchange rate, that's roughly $61,000 USD -- a huge sum even when you consider that the Explorer is a more expensive vehicle in Japan to begin with.
With the almost-identical Limited and well-appointed Eddie Bauer also available, one wonders just how many people will actually pony up the extra cash to feel "Superior" behind the wheel.
(Interior pic after the jump)
[Source: Ford Japan (translated)]
Reader Comments (Page 1 of 2)
kalyan 8:29AM (7/09/2006)
i would buy it if i was in japan i think its pretty unique car out of the bunch in japan
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rol 9:35AM (7/09/2006)
I want to know why people are still buying SUVs.
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Stoneman 10:03AM (7/09/2006)
The only superior about this vehicle is the gas-guzzling fuel economy. Also that wood trim is really tacky.
Stoneman
http://www.stonemanautoreview.com
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Vinny 10:19AM (7/09/2006)
$61,000 for an up-trimmed Ford. If you see someone driving one of these around in Japan you would see an example of "a fool and his money soon departed".
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Anthony Albertus 10:28AM (7/09/2006)
I had to rent an Explorer for two weeks on a job.. a-n-y-t-h-i-n-g they can do to make that interior (and I can't stand wood trim) would help. I'm a total euro car lover, but the Explorer in the past always seemed like a nice, class-defying, competent vehicle. This new one seemed 20 years old, with nasty interior, absurd door handles and gas consumption that truely appaled. What a wierd car for Japan.
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jon 10:30AM (7/09/2006)
"superior "on the front bumper? That's corny.
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Jason 10:32AM (7/09/2006)
They should name this the Ford Stupidity Test Limited.
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chriseh 10:35AM (7/09/2006)
So if you own this thing ...you're "Superior" to what?
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Thomas 10:49AM (7/09/2006)
Not everyone grows up American speaking english as a native language. Superior may not have the same negative/pompous connotation in Japan--especially to someone who doesn't speak english--as it does here. The word probably sounds cool to them or something. Different coutries have different tastes, and I'm sure Ford did plenty of research into the matter. Ford isn't releasing a "superior" model here because they are well aware that Americans would find it stupid.
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GM Lover 11:08AM (7/09/2006)
Yeah, it's corny for Ford to have a model in Japan called Superior...and yet Honda has an advertising slogan here "The Fit Is Go" and no comment. I mean it isn't gramatically correct nor does it make any sense. Of course the car is also a POS so I guess they figured they needed a crappy catch phrase to go with a crappy car.
While I'm no fan of the Explorer or of this "Superior" package, my guess is Ford did their homework and this will sell out. Besides, is this concept really that far of a stretch? (hint: think Denali) As #6 pointed out things are completely different over their and American cars/brands are considered cool. (Have you read all the posts about how popular Buick is?) If only we could get that sentiment back here maybe our domestic automakers wouldn't be in so much trouble...
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stg 11:10AM (7/09/2006)
well, if they were to release it here it wouldnt cost as much. american vehicles are taxed by the japanese government plus there is the importation fee. that explains the 60k price tag.
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ron 11:33AM (7/09/2006)
Wasn't there a company named "Superior" that made school buses?
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Chris 12:41PM (7/09/2006)
People are still buying SUV's because some acutally need them! My neighbor just bought a new Tahoe because he has a MasterCraft ski boat, a wife and two kids. Thats a load a Prius or an Odyssey or a sedan of any can't handle on a vaction trip. There will aways be a market for SUV's it will be smaller but it will be there.
In Japan people want to stand out from the norm, just like here. Here in the U.S. this means paying a premium for a hybrid or whatever while in Japan it means paying a premium for something else.
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AMcA 12:43PM (7/09/2006)
How many of 'em do they sell in Japan, anyway? Obviously enough to justfy 4 trim levels . . . .
Does anybody know?
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Alex Nunez 1:03PM (7/09/2006)
#2: Come on. No matter where on this Earth you live, there are people whose needs are well-suited by SUVs. You may not like them, but that doesn't maker them "wrong."
#9: Agreed. The cultural differences between the US and Japan speak volumes about why some things, like the Superior, actually work well. The words do have a different connotation, and in this case, "Superior" is clearly meant to convey "Premium." Another commenter used a Denali reference, which is probably right on.
This is a "status" car all the way.
My point in bringing up the price is that the gap between the Limited and the Superior is still over 1,000,000 yen. That's significant, considering the similar levels of equipment (wood aside, obviously).
#14: I'll see if I can find out for you.
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Dirk Dundenburg 1:19PM (7/09/2006)
Asians have a funny way of translating english. To them, it's a perfectly acceptable word. For example, when I was in Korea, I saw such things as a luxury car called the Chairman, a truck called the Bongo, magazine articles titled Get ready to summer!, Bravo your life! Be so Zesty! etc.
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Robert 1:26PM (7/09/2006)
Although that interior is quite tacky (what is up with the bright glaringly fake wood?), I have to admit, everything else about the new Explorer is very good. I rent cars a lot and have driven just about every mid-sized SUV you can think of, and the interior on this thing is the best of all of them. Its handling, ride, NVH are all top notch. I normally average 16 mpg when I drive it, which puts it on par with every other SUV I drive.
I could imagine some little old japanese woman being quite happy with her newly refined Explorer. Its name, while quirky in America, has the connotation of "top-of-the-line" in Japan. Although, why anyone would ever pay $61,000 for an Explorer (or any other intro brand name - Toyota, Honda, Chevy, Dodge) is beyond me. But, when in Japan...
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iQuack 1:27PM (7/09/2006)
Those of us with REALLY long memories will recall the little Crosley car built after WWII (company started in 1939, I think).
There was a chrome badge on it saying,"Crosley, a Fine Car." It was funny because the Crosley was such a POS!
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Dan 2:30PM (7/09/2006)
Concerning the way Asians use English, I have an example in mind. During a recent visit to Sapporo, I saw a vending machine containing metal bottles with the words "Super Fire" printed on them. You may think that this weird expression would refer to some strange spicy drink or something. In that case, you are wrong: it was just... coffee:
http://www.kunion.com/img/_can/004.jpg
Concerning car names, we don't need to go as far as Japan to find examples of weird translations. In French Canadian slang, the word "crosser" basically
means "to masturbate" ("se crosser"). When Buick discovered that, they decided not to use the name "LaCrosse" in Canada. So, in that country, the Buick LaCrosse is called "Allure":
http://www.canadiandriver.com/roadtest/05allure.htm
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Leroy Brown 4:22PM (7/09/2006)
I'm a big Ford fan myself, but 61k for an Explorer? You *must* be smoking crack. I've got a 55k Navigator with aaaaaaaallllllll the goodies in the driveway. Why in the world would i pay *more* for an Explorer?
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