Why was Ford Excursion discontinued?
The Ford Excursion, a large sport utility vehicle (SUV) produced by Ford Motor Company, was discontinued in 2005 after a relatively short production run. The Excursion's discontinuation was primarily due to a combination of factors, including declining consumer demand, stricter fuel economy regulations, and changing market preferences.
Declining Consumer Demand
The Ford Excursion, introduced in 1999, was designed to compete with other large SUVs such as the Chevrolet Suburban and GMC Yukon XL. However, as consumer preferences shifted towards more fuel-efficient and environmentally-conscious vehicles, the Excursion's massive size and poor fuel economy became increasingly unappealing to many buyers. The Excursion's low fuel efficiency, with an average of around 13 miles per gallon, made it an expensive vehicle to operate, especially as gas prices rose in the early 2000s.
Stricter Fuel Economy Regulations
In the early 2000s, the U.S. government implemented stricter fuel economy standards, known as the Corporate Average Fuel Economy (CAFE) regulations. These regulations required automakers to improve the overall fuel efficiency of their vehicle fleets, putting pressure on manufacturers to phase out or redesign larger, less fuel-efficient models like the Excursion. As a result, Ford decided to discontinue the Excursion in 2005, as it became increasingly difficult to justify the production of such a large and inefficient vehicle in the face of these regulatory changes.
Changing Market Preferences
In addition to the regulatory and economic factors, the discontinuation of the Ford Excursion was also influenced by changing consumer preferences. As environmental concerns and the desire for more fuel-efficient vehicles grew, the market shifted away from the large, gas-guzzling SUVs that had been popular in the 1990s and early 2000s. Consumers increasingly sought out smaller, more efficient vehicles, including crossover SUVs and hybrid models, which better aligned with the evolving market demands.
In the end, the combination of declining consumer demand, stricter fuel economy regulations, and changing market preferences led Ford to discontinue the Excursion in 2005, marking the end of an era for this large and imposing SUV.
