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Ford Endura: Territory replacement gets a name

The Ford Edge will be named the Endura when it arrives in Australia next year.
The Ford Edge will be named the Endura when it arrives in Australia next year.

Ford has announced its new, Territory replacing large family SUV will called the Endura when it arrives in Australia next year.

It will still be based on the Ford Edge, however the Blue Oval was forced to rename the vehicle for local release due to Toyota owning the trademark for the Edge name in Australia.

Ford chose the Endura name, which is shorthand for Endurance, as it represents “strength, durability, reliability and sportiness” and marketing research indicating the name best represented the vehicle’s features and capability.

It also continue Ford’s recent ‘E’-centric (sorry) naming convention for its SUVs, with the Endura joining the small EcoSport, medium Escape (nee Kuga), and rugged Everest off-roader.

Speaking of which, the Everest will remain Ford’s only seven-seater for now, with Ford announcing the Endura will only offer five seats.

Ford revealed the Endura will also only have diesel engines.

Pricing isn’t confirmed, but given Ford says the Endura will be a “premium, highly equipped urban SUV offering extensive driver assist features and striking, contemporary design and styling”, a starting point in the mid-to-high $40,000s is expected.

Ford Australia chief executive Graeme Whickman said the line-up will reflect what customers want.

“Buyers are now looking for more specific features and attributes in their SUVs as opposed to a one-size-fits-all solution,” he said.

“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.”

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