3 days ago
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The Toyota Prado might be the new kid on the block, but Ford believes its Everest remains the better off-road SUV, in part because it has not "compromised" elements important to customers.
Ford has taken a swipe at the controversial, "compromised" boot of the latest Toyota LandCruiser Prado, and claims it has a superior product as it has not cut corners on aspects "very important to customers" in the off-road SUV segment.
After a record year for the Everest – reporting 26,494 deliveries in 2024 – Ford Australia marketing director Ambrose Henderson took aim at its key rival – the Toyota Prado – for a smaller-than-expected boot ergonomics in what is meant to be a family-focused market segment.
"We are here to run our own race," said Henderson, when asked about segment rivals during a press briefing at the media launch of the Everest Tremor off-road special
"We're really confident in the range that we've put forward, and the value proposition that presents to customers,
"But I think when you compare our products back to back, you can see where we've made strategic decisions not to compromise and others may have compromised items that are very important to customers in these segments.
"As an example, being able to fit your luggage in the boot.
"Top of mind for us [for] everything we do, is delivering for customers what they want … and making no compromise on that."
The new Toyota Prado 250 Series has drawn criticism for a raised boot floor to incorporate hybrid battery components.
In the US, the Prado is available as a full petrol-electric hybrid that stores its battery pack under the boot floor, but this space is used in Australia for the mild-hybrid system's much smaller 0.2kWh battery that boosts the 2.8-litre diesel engine.
It results in a higher load floor – on which the third row of seats is mounted in seven-seat variants, rather than folding into the floor – and reduced boot capacity, which have become points of contention for prospective customers and the media alike.
Drive’s own Sam Purcell noted, “the Prado's body was clearly designed to accommodate the larger 1.87kWh NiMH battery [offered overseas], so our compromised interior space probably has some spare room hidden in a void under the floor.”
Henderson also pointed towards the forthcoming Ranger PHEV – which retains all of the diesel-powered version's key capabilities – as another example of Ford not willing to compromise.
“That is the only product in that segment that offers an electrification solution that also doesn't lose any of the capabilities,” said Henderson.
"[The Ranger PHEV] still tows 3.5 tonnes, still has a payload, can still go true 4x4-ing. And so for us, we are absolutely fixated on that."
It is interpreted as a reference to the BYD Shark 6, which doesn't match the segment benchmark of a 3500kg braked tow rating.
Tom started out in the automotive industry by exploiting his photographic skills but quickly learned journalists got the better end of the deal. With tenures at CarAdvice, Wheels Media, and now Drive, Tom's breadth of experience and industry knowledge informs a strong opinion on all things automotive. At Drive, Tom covers automotive news, car reviews, advice, and holds a special interest in long-form feature stories.
