In the recent period of time, American car brand Ford has been utilising much of its time to decide on what to do with its Endeavour SUV. Back in August 2016, the company decided to raise the prices of the SUV by up to Rs 1.43 lakh (ex-showroom, Mumbai, since the diesel ban was in effect in Delhi then). Later, in September, it realised that the price hike wasn't aligned to its aim of capturing the SUV market and so it decided to slash the prices of three out of the six variants available then by up to Rs 2.82 lakh (ex-showroom, Delhi).
In its latest development, Ford has narrowed the variant list down from six to five by binning the 2.2-litre 4x2 MT Trend variant of the Endeavour. This means the SUV retains both variants powered by its 3.2-litre mill and three variants with the 2.2-litre motor. Both the 2.2-litre 4x2 AT Trend and 2.2-litre 4x4 MT Trend variants wear the same price of Rs 23.78 lakh. While the 2.2-litre 4x2 Titanium version, with all the gadgetry stuffed on-board, is priced at Rs 27.50 lakh, the more powerful 3.2-litre 4x4 AT Trend wears a Rs 25.93 lakh price tag. The top-of-the-range variant is the 3.2-litre 4x4 AT Titanium and it is priced at Rs 29.76 lakh (all prices, ex-showroom Delhi).
Ford’s biggest rival in this segment is the Toyota Fortuner. While the American car firm has managed to clock good sales figures with the new Endeavour, it is bound to face a heated competition from the Japanese carmaker Toyota, which is readying itself to launch the new Fortuner in India on November 7, 2016.