Goodbye Zoom-Zoom, Driving Matters is Mazda's new slogan [w/video]

Goodbye Zoom-Zoom, Driving Matters is Mazda's new slogan [w/video]Image Credit: MazdaImage Credit: MazdaImage Credit: MazdaImage Credit: MazdaImage Credit: MazdaMore Photos2016 Mazda MX-5 Club Edition: New York 2015Mazda MX-5 Forza Horizon 2 Car PackMazda LM55 Vision Gran TurismoMazda MX-5 Global Cup Car: SEMA 20142016 Mazda MX-5 Global Cup Racing SeriesMazda Kodo ChairChris Bruce

Timed with the launch of the 2016 MX-5 Miata, Mazda is now changing gears with its advertising strategy in the US by launching a whole new slogan. The Japanese brand's latest marketing motto takes a much more direct approach than Zoom-Zoom by simply saying Driving Matters. The two-word phrase is meant to make customers believe that a good time behind the wheel can improve their lives.

Driving Matters is also supposed to say something about how Mazda engineers vehicles. "Whether it's for safety purposes or for maintaining our 'fun to drive' nature, it all comes down to the fact that driving matters to our customers and it matters to us." Russell Wager, vice president of marketing at Mazda North American Operations, said in the announcement of the new campaign.

However, Zoom-Zoom isn't entirely dead, and the words still appear in small print in some of these spots. According to Wager in an interview with Automotive News, the old slogan isn't necessarily understandable to some focus groups. "I'll ask them to explain to me what 'Zoom Zoom' means, and I'll get 6 or 7 different answers. That's what Driving Matters is supposed to address. It's supposed to solidify what 'Zoom Zoom' means to people," he said.

So far, the company has released several examples of the campaign to highlight the Miata and Mazda6. At the same time, Mazda is launching a new commercial (embedded below) called A Driver's Life that showcases many of its models but puts a big emphasis on the MX-5.
Show full PR textMazda Launches All-New Advertising Campaign, "Driving Matters"

- New Campaign Communicates How the Joy of Driving Can Enhance Your Life -

IRVINE, Calif. (May 21, 2015) –The Oxford Dictionary defines "driving" as, "operating and controlling the direction and speed of a motor vehicle." Mazda believes that driving is more than a definition. Driving is an experience that can enhance your life. To better illustrate how every Mazda vehicle embodies why "Driving Matters," today Mazda North American Operations (MNAO) is rolling out a new advertising campaign.

Driving Matters is an evolution of the Game Changers campaign. With Game Changers, Mazda succeeded in increasing consumer awareness of the functional attributes of our vehicles. Driving Matters will extend the message by creating an emotional connection to the brand.

"Through the Driving Matters campaign, consumers will get a glimpse at why driving matters so much to Mazda and why we obsess over every detail in designing our cars," said Russell Wager, vice president of marketing, MNAO. "Whether it's for safety purposes or for maintaining our 'fun to drive' nature, it all comes down to the fact that driving matters to our customers and it matters to us."

Mazda's all-new Driving Matters campaign will showcase various aspects of what makes the driving experience so important. Through Mazda's advance technologies and design, the campaign will dive into the importance of vehicle safety, good-looks, fuel efficiency and the fun-to- drive personality of Mazda cars. The engineering and design that goes behind each car in Mazda's lineup epitomizes the enhancement driving has on a person's life.

The campaign will launch with "A Driver's Life," which chronicles the major moments and life stages in a driver's life, like getting a license and buying your first car, through raising a family and obtaining your "reward" car. The spot will feature multiple 2016 models but the aim is to celebrate driving and the core values of Mazda customers. The campaign will launch on Friday May 22nd in cinema and television with a mixture of a :60 and :30 second ads. It will be supported digitally and on our social channels.

"Mazda makes cars for people who take pleasure in driving, and "Driving Matters" perfectly aligns with that philosophy. Through our creative process, it became evident that Mazda's inspiration for pure driving enjoyment is something that relates to the typical car buyer," said Harvey Marco, creative director, Garage Team Mazda.

Mazda's long-running Zoom-Zoom tagline will continue to be a part of the brand's DNA. Since its inception in 2000, Zoom-Zoom has come to symbolize what a Mazda stands for – stylish, insightful and spirited – and the Driving Matters campaign will communicate the company's core belief in the joy of driving and illustrate the emotional enhancement driving has on our lives in everyday situations.

Mazda will deliver the new advertising message via in-cinema, television, print, out-of home and digital media.

Assets from the campaign can be seen on Mazda's media website here.

Mazda North American Operations is headquartered in Irvine, Calif., and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States and Mexico through nearly 700 dealers. Operations in Mexico are managed by Mazda Motor de Mexico in Mexico City. For more information on Mazda vehicles, including photography and B-roll, please visit the online Mazda media center at www.mazdausamedia.com.Featured GalleryMazda Driving Matters Ad Campaign

Read more »

2016 Jaguar F-Type S Coupe Quick Spin [w/video]

2016 Jaguar F-Type S Coupe Quick Spin [w/video]A Firm Handshake Goes A Long WayImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth MiersmaImage Credit: Seyth Miersma2016 F-TYPEMSRP$65,000ShopReviewsMore PhotosJaguar F-Type R-S Spy Shots2016 Jaguar F-Type: LA 20142016 Jaguar F-Type S - Manual2016 Jaguar F-Type R Coupe2016 Jaguar F-Type R Convertible2016 Jaguar F-Type S Coupe - AWDSeyth Miersma

Vital StatsEngine:SC 3.0L V6Power:380 HP / 339 LB-FTTransmission:6-Speed Manual0-60 Time:5.3 SecondsTop Speed:171 MPHDrivetrain:Rear-Wheel DriveEngine Placement:FrontCurb Weight:3,492 LBSSeating:2Cargo:11.0 CU-FTBase Price:$78,295The Jaguar F-Type – as either a coupe or a convertible – has proved easy to fall in love with. It's one of the best looking cars in the world, period. And it has been endowed since launch with lovely engine options on either end of the range, athletic rear-drive handling, and a tuneful exhaust that sets one's heart to thumping.

So how does Jaguar improve on such a winning formula? The answer that enthusiasts have hoped for is that Jag offer its sports machine with a traditional manual gearbox. And for the 2016 model year, those hopes have been fulfilled.

Always wiling to take one for the team, I flew out to New York state to drive the 2016 F-Type S Coupe, fitted with the new manual transmission. (The trip included time in the F-Type R AWD that you'll hear more about later, and a long stint in the Range Rover Sport SVR, so I wasn't exactly shy about requesting the gig.) The short version is that the F and the 6MT get along like special sauce, lettuce, and cheese. But for the detailed blow-by-blow follow along.

Driving Notes

So, how is the manual? That's the primary force animating this review, after all. The short answers are: great, fine, just dandy. The middleweight clutch (not too light, not too firm) is easy to operate at speed or in heavy traffic. The gearlever offers positive, smooth action, not particularly mechanical, with throws that are of average length. The closest analogous experience I've had is with BMW manuals, though the Jag's clutch is slicker.But the biggest win for the stick shift in the F-Type is spiritual (if you'll excuse my being a bit romantic). This is after all the heir to the E-Type legend, a stirring rear-drive coupe (or convertible) that looks like wet sex and goes like heaving hell. The eight-speed automatic will continue to offer a more modern driving experience, but the manual just feels right with the car.You're going to have to prefer that kind of purity over outright speed to get the manual, too. Jag with sell you a hand-shaker with the base, 340-horsepower F-Type or the 380-horse F-Type S, but not with the V8 or new-for-'16 AWD variants.The supercharged V6 in the S is far from disappointing. Keep the sport exhaust active and you're likely to be the best sounding thing on the road that day, unless you run up on a coffee klatch of Ferraris. Third gear reveals enough torque to pull hellaciously through tight corners, and enough top end to triple the speed limit on the roads that offer those bendy bits (not that I ever would).Handling on those same roads is exceedingly pleasurable, though not edge-sharp. Jaguar has a nice balance of ride quality and flat-cornering ability here, well suited for spirited weekend driving or even casual cruising. The F-Type S never feels stressful or edgy. It also doesn't feel as sharp as a Porsche Cayman or Boxster, or as mean-minded as a Nissan 370Z. I'd prefer the F-Type Coupe to look at, but the Porsche version of the $70k-ish sports car formula is ultimately more rewarding for me to drive. Your results may vary.Take a gander at the video we shot in the F-Type, and the scale of my head alone should give away the fact that I'm a gigantic human. At six-feet and five-inches tall, around 240 pounds, I fit into the F-Type coupe, but just. The seats go low to the floor so headroom is decent (I even wore a helmet in the F-Type Coupe R at the track). But laterally I'm almost too wide for the side bolsters, and my knees wouldn't be unsuitable for turning on the windshield wipers if I were feeling acrobatic. You regular people should slide in just fine.Visibility on the sides and at the rear, is going to be challenging for any sized driver, however. The low, raked glasshouse provides an unblemished forward view, but I was twitching like a squirrel on the highway shoulder when trying to change lanes in city traffic. Easy solution: drive fast enough to stay ahead of the pack.Just make sure you have a good grasp on where you're headed while pacing the field. JLR doesn't have a great navigation system in its toolbox, and I was constantly almost missing my turns trying to follow the breadcrumbs on this one. Small complaint for a sports car in the era of smart phones, but one weak point in the F-Type armor, nevertheless.
I'm not sure that any measurable factor is made better by this new ZF six-speed. But I hardly care. A fast, foxy machine has been made more involving to drive by way of the new transmission, and shoppers should give it a hard look before they plunk down their cash.Featured Gallery2016 Jaguar F-Type S Coupe Manual: Quick Spin

Read more »

Escape the dinosaurs in Jurassic World with Mercedes-Benz [w/video]

Escape the dinosaurs in Jurassic World with Mercedes-Benz [w/video]Image Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzImage Credit: Mercedes-BenzMore PhotosPrivate jet cabin by Mercedes-Benz Style1991 Mercedes-Benz 350SD2015 Mercedes-Benz S65 AMG Coupe: ReviewMercedes-Benz Untertürkheim Plant2015 Mercedes-Benz Formula 1 Safety/Medical CarsChris Bruce

This year looks to be a big one for blockbusters. Furious 7 and Avengers: Age of Ultron are already hits, and more major premieres are on the way all the way up to the return of Star Wars in December. One of the next highly anticipated flicks due is Jurassic World, and Mercedes-Benz is throwing its marketing muscle behind the movie to showcase some of the brand's rugged vehicles.

While we already know about its appearance in the film, the GLE-Class Coupe gets to play a pretty big role because Bryce Dallas Howard's character drives one of the new crossovers around the dinosaur-infested island. As previously teased, a G63 AMG 6X6 also plays a part in the flick. Mercedes is showing off a standard G-Class, Unimog, and Sprinter to do some offroad work in the park, as well.

Among the advertising efforts, Mercedes has a print ad for the GLE-Class Coupe with the film's monstrous Indominus Rex dino, and you can check it out in the gallery above. Also, the company has a commercial showing off some of the vehicles in action in the movie, which you can watch below.
Show full PR textMercedes-Benz Launches Campaign to Support Universal Pictures and Amblin Entertainment's Jurassic World

The dinosaurs are back

Stuttgart. This summer, when the long-awaited next installment of the groundbreaking Jurassic Park series, Jurassic World, arrives in theaters, an entire fleet of Mercedes-Benz vehicles will share the spotlight. Alongside the iconic G-Class, Unimog, Sprinter models and the all-new GLE Coupé will play a leading role in the epic action-adventure. Mercedes-Benz will accompany the release of the film with a comprehensive co-promotional package that includes a television commercial, print and online advertising, dedicated microsites and social-media activities. The commercial, starring the Mercedes-Benz vehicles from the film, launches today in the U.S. and Europe. Additionally, a custom key visual was developed for all communication in which the all-new GLE Coupé is seen eye-to-eye with the film's fearsome Indominus rex.

"In 1997 the Mercedes-Benz M-Class made its first official appearance in the Hollywood Blockbuster 'The Lost World: Jurassic Park'. Today, 18 years later, another Mercedes-Benz car will debut in a significant role in the latest installment of the groundbreaking Jurassic Park series named Jurassic World: the new GLE Coupé", says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars.

"We are delighted to continue our partnership with a multitude of Mercedes-Benz vehicles and will promote the film and our cars with many exciting global marketing activities."

The Mercedes-Benz GLE 450 AMG Coupé makes its film debut as the official car of Jurassic World operations manager Claire, played by Bryce Dallas Howard. When Claire must confront a crisis well beyond what she can handle alone, she takes the new Mercedes-Benz GLE Coupé (showcasing its off-road capabilities) and joins behavioral researcher Owen (Chris Pratt) on a mission in the lush jungle of Isla Nublar.

In addition we see Owen piloting the G-Class, the patriarch of all Mercedes-Benz SUVs. The film also features the Unimog, cast as a dinosaur ambulance, as well as a G 63 AMG 6x6 and various Sprinter models. "The fleet of Mercedes Benz vehicles fit perfectly into Jurassic World. They are classy, sophisticated, and sexy — exactly what would exist in a modern international theme park", says producer Frank Marshall.

Global promotion via all channels of communication

The Mercedes-Benz promotional campaign kicks off prior to the June 12th release of the film. Starting May 18th, Mercedes-Benz will launch a TV commercial (http://mb4.me/Jurassic-World_TVC) showcasing footage of all the Mercedes-Benz vehicles appearing in the film. But it is the all-new GLE 450 AMG Coupé which will captivate viewers as the "Alpha Car". The ad is supplemented by extensive print, online and out-of-home publicity measures. In Germany, for instance, the key visual will be featured in advertisements, on posters and flyers.

Movie fans can discover more about the film and the featured Mercedes-Benz vehicles on a special Jurassic World microsite (www.mercedes-benz.com/jurassicworld) that will show exclusive behind-the-scenes material and a selection of additional images of the set, which explain how the film was created and the roles of the Mercedes-Benz vehicles. Exclusive content will be released and discussed with fans on Mercedes-Benz social media platforms (Making-Of: http://mb4.me/Jurassic-World_MO). Jurassic World model vehicles of the G-Class and G 6x6 will be available at the Mercedes-Benz Accessories online store as well as in toy retailers. Mercedes-Benz will also support the US premiere in Hollywood on June 9th and French premiere in Paris on May 29th.

About Universal Pictures

Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.

About Jurassic World

Steven Spielberg returns to executive produce the long-awaited next installment of his groundbreaking Jurassic Park series, Jurassic World. Colin Trevorrow directs the epic action-adventure based on characters created by Michael Crichton. The screenplay is by Rick Jaffa & Amanda Silver and Trevorrow & Derek Connolly, and the story is by Rick Jaffa & Amanda Silver. Frank Marshall and Patrick Crowley join the team as producers.
Jurassic World will be released in 3D by Universal Pictures on June 12th, 2015. www.jurassicworld.com

Making-Of about the Mercedes-Benz vehicles in Jurassic World:
http://mb4.me/Jurassic-World_MO

TV commercial showcasing all the Mercedes-Benz vehicles in Jurassic World:
http://mb4.me/Jurassic-World_TVCFeatured GalleryMercedes-Benz Vehicles for Jurassic World

Read more »

2016 Ford Explorer First Drive [w/video]

2016 Ford Explorer First Drive [w/video]Everything A Growing Family Could WantImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy KorzeniewskiImage Credit: Jeremy Korzeniewski2016 ExplorerMSRP$30,700ShopReviewsMore Photos2016 Ford Explorer Platinum2016 Ford Explorer Order Guide2016 Ford Explorer2016 Ford Explorer Live RevealFord Explorer sales by generation2016 Ford Explorer TeaserJeremy Korzeniewski

Vital StatsEngine:Turbo 2.3L I4Power:280 HP / 310 LB-FTTransmission:6-Speed AutomaticDrivetrain:All-Wheel DriveEngine Placement:FrontCurb Weight:4,571 LBSSeating:2+2+2Cargo:81.7 CU-FT (max)MPG:18 City / 26 HWYBase Price:$43,300As Tested Price:$47,000 (est)I was still young and impressionable when Jurassic Park hit the big screen, and that movie forever imprinted the Ford Explorer in my mind. You remember the scene, but I'll describe it anyway: It's dark, raining and there's no power. The off-screen footsteps of a tyrannosaurus send shockwaves through the standing water in a plastic cup and the rain-soaked muddy roads. Seconds later, the toothy end of the movie's biggest predator crushes through the roof of a highligher-green-and-yellow Ford Explorer, causing all manner of mayhem to the SUV's occupants inside.

It's not lost on me that the Ford Explorer used in the movie is, in reality, a dinosaur itself. When the seminal Explorer hit the scene in 1991 it was based on the guts of the Ranger pickup truck, which was no spring chicken itself. Ford's first real foray into the then-burgeoning SUV marketplace was meant to compete against vehicles like the Jeep Cherokee and Chevy Blazer, along with Japanese models such as the Nissan Pathfinder and Toyota 4Runner. In those early days, none of these vehicles were sold based on the merits of their car-like ride and handling or superior fuel economy.

Nowadays, the discerning car shopper wants the looks of an off-road-ready SUV, but the inherent compromises and need for any serious rock-crawling capability faded away years ago. The current Ford Explorer is a prime example of this successful visual hypocrisy, with its SUV-like styling listed as the number-one reason for buying on customer surveys.



SUV-like styling is one thing, SUV-like guts are another. In 2011 the Explorer went from its traditional truck-based chassis to Ford's D4 platform, based loosely on the Taurus and shared with the Flex. As with the rest of the unibody crossover world, that means the current Explorer offers an excellent ride, the higher seating position that buyers want, and a useful third row for growing families. None of that inherent family-car goodness goes away for 2016. With class-leading sales already in the bag, Ford hopes its latest Explorer will attract new buyers due to the availability of a 2.3-liter EcoBoost four-cylinder engine and an upper-crust Platinum trim level.

Based on some time sitting inside and inspecting the high-content Platinum model (albeit without a drive in this trim level) I believe Ford's claim that this is most luxurious vehicle ever to wear a Blue Oval. Only not all its ovals inside are blue. For the first time in history, the Ford Explorer Platinum boasts a machined aluminum emblem on its steering wheel. It may not sound like a big deal, but with more than a hundred years of marketing wrapped up into its logo, Ford is cautious to depart from tradition. (Recall that the F-150 Raptor needed Ford Family approval to run without an oval on the grille). The metallic logo looks appropriate in the Platinum, but don't expect the monotone tinge to spread across the lineup anytime soon.




Elsewhere inside the 2016 Explorer Platinum, it's easy to see that Ford engineers sweat the details to shoot for entry-level luxury crossovers like the GMC Acadia Denali and Jeep Grand Cherokee Summit. Leather covers most every surface from the seats to the dash cover to the door panels, which are stitched up in a neat diamond pattern. Such intriguing tidbits abound in the Platinum's cabin, and it does indeed take the Explorer a class above its predecessor.

The Sony sound system in the Explorer Platinum is also impressive. Not only does the system's overall Wattage increase from 390 to 500, but the Japanese electronics giant sent in its very best engineer to fine-tune the Platinum's high-end audio system to mimic the sound of the world's best concert halls. Listening to a pre-selected set of songs with the custom surround settings both on and off, the difference should please audiophiles, if not put your mind's eye inside Lincoln Center.

Besides the top-rung trim level, the other big bit of news for 2016 is the aforementioned EcoBoost engine. The new 2.3 replaces the previous 2.0-liter turbo, which moved the Explorer well enough for the everyday driving many owners put their commuters through. It wasn't powerful enough, though, to push its ponies to all four wheels, or tow a meaningful load, which kept it out of a large swath of buyers' order sheets.



That power deficiency no longer exists in 2016, thanks to a larger 2.3-liter EcoBoost engine with 280 horsepower and 310 pound-feet of torque – improvements of 40 in both categories. While its block and basic design are shared with the engine in the Ford Mustang, the Explorer's final tuning is specific to the needs of an SUV, with greater mid-range punch and more appropriate throttle mapping that puts the three-row 'ute into the meat of its torque curve early and often. Four-wheel-drive is now offered with the four-cylinder engine, as is a towing package that allows Explorers with the 2.3-liter engine to pull as much as 3,000 pounds when properly equipped.

Driving the new 2.3 EcoBoost back-to-back with the standard 3.5-liter V6, it's unlikely most consumers will notice a difference between the two in normal use. For the record, the EPA rates the 2.3-liter Explorer at 19 miles per gallon in the city and 28 highway with standard front-wheel drive, or 18/26 with all-wheel drive, improvements of as much as four mpg (highway/FWD) over the 3.5-liter V6. As with other such engines, though, I have to wonder if its on-paper fuel economy will live up to real-world use. What's more, the 2.3-liter EcoBoost is a $995 option, and even the non-turbo V6 can tow as much as 5,000 pounds.

The decision to option up to the torquier EcoBoost four or stick with the base V6 likely depends on your individual driving habits. A four-mpg improvement may pay itself off over the course of a few years if you drive enough miles, and if you don't need to tow more than a small camper, trailer, snowmobile, jet ski or similar. In any case, if you do take the 2.3-liter plunge, you won't feel down on power, and that's the whole idea behind downsized, turbo engines such as this.



The top engine in the range is a carryover 3.5-liter EcoBoost V6, which, as with the entire Explorer lineup, is mated to a six-speed automatic transmission. All-wheel drive is standard, and this engine is the lone choice for Sport and Platinum trims. It's rated at 365 hp and 350 lb-ft, and that's more than enough gumption to make the Explorer feel like a hot rod. The penalty, naturally, is economy. Explorer's equipped with the big EcoBoost are EPA rated at just 16 city, 22 highway.

Ford also claims to have made some changes to the Explorer's suspension and steering tuning for 2016, but in the afternoon I spent with the new car I couldn't tell much difference from the last-generation, and I doubt all but the most discerning driver will either. The good news is that the latest Explorer didn't need much updating. The ride and handling compromise was and still is pretty much spot on for a family crossover.



Exterior styling tweaks are few but noticeable to those paying attention, with new grilles standing out as the most immediately visible updates. There's a specific face on Platinum models, and the rest of the line, from the XLT to the Limited and Sport, each get different fascias. The Sport model in particular is noteworthy for its lack of chrome, instead boasting a blacked-out motif that stands out next to the XLT, Limited and Platinum.

Ford says it's added new rock crawling software recognition to its Terrain Management system, but there weren't any rocks available for us to crawl in San Diego, and I'd be surprised if more than a handful of 2016 Explorers ever see actual rocks large enough to crawl over, anyway. Perhaps a curb-crawling setting would be more appropriate? Those who lust over segment-firsts and class-exclusives may also be keen on the front and rear 180-degree cameras, each with its own tiny little washer. Perhaps more interesting is a new self-parking mode that can automagically back the 2016 Explorer into a perpendicular spot between two other cars. I tested this feature and found it worked quite well. Watch the video below to see for yourself.

#fivemin-widget-blogsmith-image-359009{display:none;} .cke_show_borders #fivemin-widget-blogsmith-image-359009, #postcontentcontainer #fivemin-widget-blogsmith-image-359009{width:100%;display:block;}
Base 2016 Ford Explorer models start at $31,595 (including $895 for destination). Stepping up to the XLT will cost $34,295, and adding all-wheel drive raises either price by $2,000. These figures represent pretty good value for those looking for a seven-passenger family vehicle but don't want a minivan. Interestingly, Ford tells us that 43 percent of all Explorer buyers choose either the Limited or Sport trim, which both retail for $44,195 with AWD. There goes the value proposition.

That leads us to the new Platinum trim level. At $52,600, this is one expensive Explorer. According to Ford, though, it's losing out on high-dollar sales to the likes of GMC's Acadia line and Jeep's Summit trim, both of which can be pushed into the mid-$50K range, and neither of which come from an established luxury nameplate. And while Ford might find similar success in this high-margin zone, I'd counter that the Limited is a better buy assuming its buyer can keep the options sheet in check.



The midsize crossover/SUV market is more competitive than ever before, and the line between truly capable off-road contenders and mere pavement pretenders is getting blurrier with each passing model year. The Jeep Grand Cherokee may be a more authentic SUV, but it doesn't offer the coveted third row of seats. The GMC Acadia/Chevy Traverse and Honda Pilot are contenders, but none of those drive as well as the Explorer, at least until the upcoming new models debut. The Dodge Durango and Nissan Pathfinder are perhaps the clearest competitors to the Explorer, but the former doesn't have anything to rival the efficient new 2.3-liter EcoBoost or high-zoot Platinum, and the latter offers just one lone V6 that's roughly equivalent to the base engine in the Explorer.

Put another way, Ford has cornered a sweet spot with its Explorer, offering enough SUV-like credibility to lure buyers into the showroom, enough options, creature comforts and smart packaging to keep them there, and enough value to convince them to drive one home. None of that changes for 2016, which means the Explorer is still the best car-like, three-row 'ute on the market.Featured Gallery2016 Ford Explorer: First DriveRelated Gallery2016 Ford Explorer Platinum

Read more »