Indiantelevision.com Team

(19 February 2008 10:00 pm)

NEW DELHI: Ford India today launched the new version of its highly successful SUV, Endeavour. Called Endeavour Thunder+, it promises to be the most advanced and powerful SUV in its class.

Priced at Rs 17,32,000 (ex-showroom, New Delhi), the Thunder+ boasts a 16-valve dual overhead camshaft (DOHC) 3.0 turbo-diesel Common rail injection (TDCi) engine. The maximum power achieved during tests was 156 horsepower (hp) at 3200rpm and the maximum torque was 380 newton metre at 2500rpm. In terms of fuel efficiency, the new version is at par with its 2.5 TDCi counterpart launched last year.

Also known as Everest in the Association of South East Asian Nations (ASEAN) region and other countries, the Endeavour claims to be a very sturdy vehicle and apt for off-road purposes.

Ford India VP of marketing, sales and service Scott McCormack says, "The stripped down version of the Endeavour is used in mining and military purposes. It is also used as crew carrier and ambulance in the Middle Eastern and African regions."

Since its entry into the Indian market in 2001, the Endeavour has done well selling over ten thousand units.

"We are happy with what the Endeavour has achieved in India and the ASEAN region and we expect a similar response for the Endeavour Thunder+. India and Vietnam are two of our important volume markets and the Indian response will be important to the future development of this product," says McCormack.

The positioning the product has taken is "Action SUV for the family" and its target group will be "high net worth families who love holidaying." The vehicle has plush camel full-leather interiors and a large storage capacity for travel. It is also equipped with a roof-mounted DVD player and a 6-CD changer with 6 speakers to keep the travellers entertained.

In terms of marketing the product, Ford India intends a 360-degree launch covering all forms of media. In addition, the company intends to have a new Endeavour microsite that will give customer details on vacation destinations, among others.

"Along with these, we will also have a directed marketing campaign for target user groups," adds McCormack.