10.1 million American households went camping for the very first time in 2020, according to a new report by Kampgrounds of America (KOA). With more than 60% of those new campers planning more trips in 2021, many want vehicles tailored to their outdoor journeys and automakers are responding. Starting with its Explorer SUV, Ford Motor Co. is launching a Timberline series of vehicles better suited to off-road adventuring than their standard counterparts.
The Explorer Timberline comes with extra ground clearance, steel skid plates to protect the underbody and a limited-slip differential that will help keep the SUV under control in rough and slippery terrain. It goes on sale this summer for $45,765 plus a $1,245 delivery fee.
The Explorer Timberline is part of a broad Ford push to offer vehicles with off-road capability. The automaker recently reintroduced the Bronco SUV, aimed at the Jeep Wrangler, and added the smaller Bronco Sport crossover. It also just launched the Ford F-Series and Ranger Tremor family of off-road pickup trucks. At the pinnacle of its off-road lineup is the dune-conquering F-150 Raptor.
Other manufacturers are following suit. Subaru recently debuted the Wilderness version of its popular Outback SUV. Like the Explorer Timberline, the Outback Wilderness offers higher ground clearance and other features that make it easier to drive in the dirt and more adept at carrying kayaks, tents and other gear.
Two consumer trends are driving Ford’s launch of the Timberline, said Lee Newcombe, marketing manager for the Explorer line—the popularity of SUVs and the number of customers who go off-roading.
Over the last 10 years, SUVs have jumped from 36 percent to 55 percent of the U.S. new vehicle market. Sales have grown from about 4.6 million units in 2011 to nearly 7.8 million in 2020, Newcombe said.
Additionally, Ford’s research found a 56% increase in the number of Explorer owners taking their SUVs off-road over the last three years, he added.
“We believe our new model will give customers more confidence and capability to get to their next adventure, whether it’s driving to their favorite fishing site, loading up their bikes or kayaks or taking a detour off the beaten path,” Newcombe said.
Other industry data such as the KOA study show that more people are participating in outdoor adventures, a trend Newcombe said has increased during the COVID-19 pandemic. “People want to unplug, get outside and experience the world around them,” he said.
The Explorer Timberline is oriented to buyers who want to get to remote locations for activities rather than serious off-roading and rock-crawling. The vehicle won’t substitute for the Bronco or its rugged competitors such as the Wrangler or Land Rover’s Defender.
But it’s certainly better suited for the dirt than the standard Explorer, with 8.7 inches of ground clearance compared to the standard Explorer’s 7.9 inches. The angles of approach and departure are 22.0 degrees and 23.7 degrees compared to 20.1 and 23.5, allowing it to navigate ruts, ditches and steep hillsides more easily.
It uses more robust, off-road-capable heavy-duty shocks–initially developed for Explorer Police Interceptor—paired with high-sidewall Bridgestone Dueler P265/65R-18 all-terrain tires.
It shares a standard 7-mode terrain management system with the regular four-wheel-drive Explorer, allowing the driver to adjust for weather and trail conditions. There’s also a standard hill descent control feature that maintains constant speed between 2 and 12 mph to let drivers focus on steering down rough descents.
The Explorer Timberline also has Ford’s standard suite of advanced driver assistance systems, including forward collision alert with automatic emergency braking, adaptive cruise control and lane centering.
Ford is using an existing powertrain for the Explorer Timberline. It has a 2.3-liter turbocharged engine that produces up to 300 horsepower and 310 pound-feet of torque, mated to a 10-speed automatic transmission. A standard tow package gives the Timberline 5,300 pounds of towing capability, enough for a small camper or a trailer full of dirt bikes or kayaks.
The Timberline trim expects the users to get the vehicle dirty. It has standard rubber floor liners and easy-to-clean upholstery. Other features include heated front seats and a heated, leather-wrapped steering wheel for cold climates.
The interior features earth colors, including ebony and stone, to keep with the outdoorsy theme of the vehicle. The exterior has forest green paint.
Growing its SUV line with the Timberline series is a strategic move, said Sam Abuelsamid, an analyst at Guidehouse Insights.
It is “an easy way to pad the margin on what is already a very profitable product for Ford. The incremental engineering cost is likely trivial compared to the profit it adds,” Abuelsamid said. The starting price for the Timberline, for example, is about $11,000 more than the regular four-wheel-drive Explorer.
Jeep has successfully deployed a similar strategy with its Trailhawk badging, Abuelsamid said.
“Lifting it a bit, adding skid plates and some extra lighting is an easy way to at least upsell some customers,” he said. “Most similar SUVs are offering some sort of adventure/off-road package. Not having one risks losing some buyers.”
