Ford to Add Standard Anti-Rollover System to 05 Explorer

Ford Timing Ideally Coincides with U.S. Government Push for Active Safety

In a move to instill confidence in its midsize Explorer sport utility vehicle, as concerns remain in consumers minds since the Firestone tire rollover debacle in 2000 claimed 271 lives and caused yet more injuries, followed by hundreds of related lawsuits and associated negative press, Ford will equip 2005 models, and three additional SUVs with standard anti-rollover technology.

The new system, dubbed Roll Stability Control (RSC), is said to automatically react to tilting. Excessive body lean is a precursor to rollovers. The system works by automatically reducing engine speed while moderately activating the brakes.

The additional SUVs to get RSC will be 2005 versions of the Explorer-based Mercury Mountaineer and Lincoln Aviator, plus the Lincoln Navigator full-size SUV. Currently, RSC was only available as an option on the two Lincoln SUVs, having been introduced on 2004 models. The system, developed by Ford and supplier Continental Teves, will be available as optional equipment on the 05 Ford Expedition full-size sport utility.

The fact that RSC is optional on the more expensive Expedition and standard on the Explorer is a strong sign that Ford is looking to bolster sales of its top-selling midsize model by restoring consumer confidence.

The first vehicle to offer RSC was Volvos 2003 XC90, a Ford Motor brand. Success with the Volvo system was reason enough for Ford to offer it first on its upscale Lincoln sport utilities and now on its Ford branded SUVs. The compact Escape will not offer the anti-rollover system.

Fords timing is definitely spot on, being that the U.S. federal government is pushing for automakers to integrate active safety systems. According to a Detroit News report, the Bush administration is requesting $5 million from Congress to go toward research and development of crash-avoidance technologies.

While rollovers only represent 3 percent of accidents, they claim more lives than other MVAs. To be more specific, one third of all passenger vehicle deaths, which is more than 10,000 people die each year in rollovers.

Ford, of course, maintains that the Explorer is one of the safest SUVs on the market, but nevertheless the truck is stained with a dark history.

"Anything we can do to strengthen the Explorer brand, were going to do," stated Fords group vice president of North America product creation Phil Martens. "We still feel that it is a very strong brand and we think there is tremendous brand equity in it."

Ford is not alone in including rollover safety systems as standard equipment, with Toyota making electronic stability control standard on all of its 2004 model year sport utilities. Chrysler includes ESP as standard equipment on its new 300C and Dodge Magnum. Also, many premium brands include stability control as standard.

Despite all the problems the Explorer has faced, it still remains the best selling SUV in the U.S., beating out the second place Chevy TrailBlazer according to Wards Auto. Ford delivered more than 373,000 Explorers in 2003, more than 100,000 units beyond its closest rival, again the Chevy TrailBlazer. The Explorer also holds title to the best selling SUV of all time.