Ford launches Endeavour AT

Ford India, which is quite happy with the sales of its Figo small car, has launched a new variant of its iconic SUV Endeavour.

Priced at Rs 17.98 lakhs (ex-showroom, Bangalore), the new Endeavour features a 3-litre, 4×2 engine mated to an automatic transmission sourced from the 4×4 engine variant. The engine is said to produce a peak power of 156 PS and a maximum torque of 380 Nm. According to ARAI’s mileage figures, the SUV delivers 10.7 kilometres to the litre.

Knowing that 90 percent of SUV buyers in India seldom take their SUVs for off-road adventures, Ford has launched this SUV variant targeting the urban population, who like to have a rear-wheel drive SUV with automatic gears. The new Endeavour 3.0 L 4×2 variant is packed with features such as air bags for the front-row occupants, ABS, EBD, seatbelt pretensions in front-row seats and load limiters.

The Endeavour is now available in three trim levels namely Endeavour 2.5-litre 4×2 MT (Rs. 16.30 lakhs, ex-showroom Delhi), Endeavour 3-litre 4×4 AT(Rs.18.82 lakhs, ex-showroom Delhi), and the new Endeavour 3-litre 4×2 AT.

The new Ford Endeavour AT puts it slam bang in Toyota Fortuner’s territory, currently the No.1 SUV in terms of sales. In August, Toyota rolled out 1,040 units of Fortuner, while Ford managed to sell only 224 units of the Endeavour during the same period. The Fortuner’s sales figure is mind-blowing considering in India, SUVs in the Rs 20 lakh segment manage average sales of only 200-300 units per month.

However, Ford’s fortunes could change with the new Endeavour, which comes with automatic transmission, an option not available on the Fortuner. Also, the Fortuner has been hit by slow production, forcing customers to wait for as long as six months before their vehicle’s delivery. If Ford manages to put the Endeavour on the roads faster than Toyota, who knows, it may have a winner!