Will Ford Ever Bring Back the Excursion?

Ford's history with the Excursion is a fascinating tale of ambition, innovation, and ultimately, a missed opportunity. As someone personally involved in the inception of this vehicle, I can shed light on the details that led to its creation, its success, and its eventual discontinuation. The determination to enter the competitive SUV market was significant, yet the approach taken by Ford leadership was marked by caution and strategic miscalculation.

The Birth of the Excursion

The Ford Excursion was conceived during a period when Ford was already thriving with successful models like the all-new Explorer. However, there was a pressing need to compete against the Suburban, a vehicle that was built on a different chassis than those typically used by F-series trucks. The F-series Super Duty program, now a fully-fledged initiative, was in the process of transitioning to new platforms, including one that theoretically could adapt to the Suburban market. However, the F-appointment had to face a critical challenge: the existing F-SuperDuty platform was designed for larger trucks (ranging from 8500-19500 lbs GVW).

Marketing and Strategy Failures

Despite the potential to create a competitor, Ford's approach was fraught with political pressure and the necessity to meet stringent business cases. Tom Haase, a key figure in the F-series, convinced himself and others that they could leverage the marketing power to drive this large SUV into a viable market segment. However, this strategy faced significant obstacles. The heavy chassis designed for Super Duty trucks would have meant a very niche market with minimal business case. Bob Burnham, Engineering Program Manager, had his work cut out for him to balance investment and variable costs under these constraints.

Precision and Excellence

Despite the challenges, Burnham led the team to deliver a vehicle that met the requirements within the constraints. This outcome is testament to his skill, but the vehicle did not cater to the Suburban's market needs. Instead, it became a behemoth that succeeded because of its unique appeal and strong demand for SUVs. The Excursion was launched in September 1999, a full-blown version of a vehicle that did not compete directly with the Suburban.

The Decline and Discontinuation

Tragically, the vehicle met its end rather ignominiously. Ford's executive, William Clay Ford Jr., played a significant role in its demise. At the Ford stockholders' meeting in May 2000, Bill Ford Jr. publicly criticized the Excursion, violently attacking its perceived environmental irresponsibility. This move shocked the truck business and marketing teams and resulted in a heated confrontation between Gurminder Bedi, a powerful senior Vice President, and Jon Harmon, the PR head of Ford. This incident marked a turning point in the history of Ford's marketing and executive leadership.

The Legacy of the Excursion

Despite the controversy, the Excursion remains a cult vehicle known for its size, strength, and brute-force capability. The saga of the Excursion serves as a reminder of the complex and often contentious history within Ford. The challenges faced during its creation, from strategic misalignments to political pressures, highlight the enduring legacy of the company's Brute Force approach to business, even as it has evolved over the years.

Conclusion

The Excursion story is a microcosm of Ford's evolution from a Brute Force organization to a more nuanced and environmentally conscious company. While the vehicle may be considered a 'historical excursion' in Ford's timeline, it still holds a special place in automotive lore. As Ford continues to evolve, the lessons learned from the Excursion serve as a valuable reminder of the importance of strategic foresight and responsible marketing.