After a lengthy wait confirmation has arrived the Ford Endura will be the name of the Territory SUV replacement.
Sticking with Ford’s E naming strategy for its SUV range, the Endura badge will rest on what is sold as the Ford Edge in overseas markets.
As part of the One Ford philosophy, the brand would have been keen to maintain the Edge name, however, rival Toyota owns the intellectual property for the Edge name in Australia. Toyota has used the Edge badge sporadically on the Corolla, RAV4 and Yaris over the years.
According to Ford, the Endura name represents the cars' key attributes of “strength, durability, reliability and sportiness.”
The Endura will arrive Down Under in 2018 when it will join the compact EcoSport, midsize Escape and the off-roading Everest.
“The Endura reflects the dynamic motoring landscape in Australia, where buyers are now looking for more specific features and attributes in their SUVs as opposed to a one-size-fits-all solution,” said Ford Australia President and CEO, Graeme Whickman.
“The appetite for SUVs in this country is impressive, so we’re excited to bring a premium new offering from our global portfolio to local audiences.”
Ford claims the Endura will be a highly-equipped five-seater, exclusively powered by diesel. Other markets get a seven-seat option.
There are some lofty expectations for the Endura, it will be positioned as a premium, highly equipped urban SUV.
Full specification and pricing will be announced closer to its launch.
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