Monthly Archives: February 2013

  • A New Escape... With a Twist

    The Ford Escape has long been a top-selling vehicle in America. In 2011, it outsold the Honda CR-V and the Toyota RAV4, with sales of 250,000 vehicles. Last year, The 2013 Ford Escape was completely redesigned to positive reviews, and notched sales of over 260,000 units, second only in its class to the Honda CR-V. Even though the new 2013 design adds many advanced features, there are several content gaps that present great opportunities for the professional 12V installer.

    Backup cameras present a particularly rich opportunity. Within the four available trim levels (S, SE, SEL and Titanium), backup cameras are not standard on any one. A rear camera is only available in a $995 Parking Technology package offered on the SEL and Titanium levels. And, at the SEL level, you have to upgrade to a $1895 radio package to then have the opportunity to add the $995 Parking Technology Package. On the $30,765 Titanium level, the $995 Parking Technology package adds the camera.

    For the 12V Installer, adding a backup camera display mirror to the S and SE are relatively straight forward, using the vehicles standard windshield wedge mount and generous license plate overhang lip for camera placement. But the SEL and Titanium levels include a "twist" that we haven't seen previously from any manufacturer - a different rear view mirror mount between different vehicle trim levels.   The SEL and Titanium Escape's use a "twist-off" or "tri-lobe" mount. For these, you'll need a mirror that looks like the image below and is available from Brandmotion.

    Several other high consumer demand features are not available on the S or SE, which are estimated to make up 60% of Escape sales volume. Auto-dimming mirrors and the HomeLink universal garage door opener are only offered on the SEL and Titanium.

    Together, these three features present a significant profit and customer satisfaction opportunity on an important high selling vehicle for the professional 12V installer and new car dealer.

    Check out Brandmotion's detailed 2013 Escape Featured Vehicle guide.

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