Ford responds to Jeep president by saying he feels sorry for customers who buy Ford Explorer

Competition to conquer the SUV market has led Jeep to lash out at Ford, accusing it of cheating customers by offering low-powered vehicles. Now Ford is responding and ensuring that Jeep has been spooked by the big acclaim for its SUVs.

It's been a terrible week in the automotive world, the Jeep boss has cast a serious shadow over Ford. The accusation was unexpected, but the Michigan automaker is not taking it seriously.

Ford Appreciates Brand Achievements

Ford spokesman Gian Cadiz began a lengthy article about competition in the SUV market with a simple tip: "Stay stylish, Auburn Hills." A clear statement addressed to Stellantis' North American headquarters. Cadiz went on to point out some domestic truths, stating, "We both know the Explorer is the best-selling SUV of all time in America." The spokesperson then went on to discuss the source of Jeep's frustration, noting Ford's recent success in its traditional market.

“I think it’s been a long year for Jeep with Bronco and Bronco Sport racking up hundreds of thousands of sales and bookings and benchmarking against Jeep,” Cadiz said, adding, “…and now there are rugged and functional versions of the Timberline. and Expedition with proven off-road equipment, improved handling, ride height, driving modes and accessories.”

Jeep says Ford is being dishonest with its customers

It's a clean but crisp response to Jeep boss Jim Morrison, who recently said he "felt sorry" for Ford Explorer Timberline buyers. , and went on to state that it was not up to the Jeep Grand.

This is a continuation of earlier tirades by Morrison, who in September made a modest attempt to resolve Ford's ongoing problems with Bronco roofs. After noticing rain at an off-road event, the Jeep boss stated, "I don't think there will be any Broncos here this weekend."

Ford responds without aggression

Unlike Morrison, Ford's response was not to vilify its competitor or the quality and capabilities of its products. Instead, he took the opportunity to respond and use it to talk about his progress. 

Cadiz's announcements mark the buzz around the new Bronco and highlight the features of the new Timberline models. It's almost naked in this regard, but it's an approach that requires a lot of height rather than sneaking into the dirt. 

Ford's star has been rising more and more in the off-road space lately. By comparison, Jeep has found itself in the unenviable position of being a staunch defender of a space now besieged by bold newcomers. With the introduction of the Bronco for the Wrangler and all sorts of new "tough" off-road trims for the rest of the Jeep lineup, the company will be busy defending these market share challenges.

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