by Ford Explorer Sales Grow Despite the Model’s Age
Buyers who previously chose the discontinued Ford Edge and Ford Escape are not switching to the Bronco Sport or Maverick. Instead, they are choosing the significantly larger Explorer. This is happening despite the model being no longer new, and it is precisely this that makes the Explorer Ford’s fastest-growing model in the US this year.
Sales Data and Buyer Preferences
Ford sales data shows that demand for the Explorer has increased by 18 percent compared to last year (as of May), and dealers are eager to convince buyers to choose this model. At the same time, with the rising demand for the large SUV, Bronco Sport sales have fallen by 1.5 percent, and Maverick sales are down by 12 percent.
According to Ford representatives, the Explorer’s versatility has boosted its popularity, and it has become particularly sought-after among those trading in older vehicles.
“It fits both demographically and in what customers are looking for,” said Craig Patterson, Ford SUV marketing manager. “They want something that works for a trip to Home Depot, but also for a nice dinner or a show downtown, or for hunting at camp. It can be a chameleon. If you have something more specialized, it doesn’t seem as relevant.”
Dealer Offers Lower Prices
Many Ford Escape owners looking to say goodbye to their crossovers are choosing to upgrade to the entry-level Explorer Active 100A. Although this model costs nearly $10,000 more than the base Escape, Ford is offering some owners private offers worth up to $10,000, so “it’s not that big of a leap,” said Jim Mosher, general manager of Ricart Ford.
The Explorer nameplate also carries significantly more authority than some other Ford models, such as the Bronco Sport and Maverick. Additionally, Mosher notes that the SUV’s body-on-frame construction helps ensure it doesn’t feel too large for those coming from a smaller model like the Escape.
“The Explorer is certainly one of our iconic vehicles,” Patterson added. “Loyal Ford customers value it. There’s a legacy, a history here. They’re not switching to something brand new, but to something that has been successful for a long time.”
The sixth-generation Ford Explorer was introduced in 2019 and received an update for the 2025 model year. Evidently, it still looks fresh enough for buyers.
Interestingly, this trend indicates a shift in buyer priorities: instead of more compact and economical models, they are choosing greater space and versatility, even if it costs more. Dealer discounts and loyalty programs are becoming a key factor making this transition financially viable. Furthermore, the Explorer, as one of the oldest models in Ford’s lineup, demonstrates that a time-tested reputation and recognition can be stronger than novelty, especially when it comes to major purchases like a car.
