In an effort to uniquely establish myself and my video automotive reviews, wherever possible I often try to incorporate more to the video than just facts and figures about the vehicle being featured.
I fully acknowledge that there are many reviewers, journalists and videographers out there all publishing good content and trying to garner an audience for their opinions and reviews. In my case I’ve used a variety of approaches from using satire while spoofing TV ads like I did with the new Honda CR-V, borrowing from various movie plots like Groundhog Day & Truman Show as I did when reviewing 3 VW Jettas, and even hopping on trendy dance crazes like my neighborhood Gangnam Style dance routine as part of my Toyota Venza review.
Incorporating travel themes into a review is also an approach that I’ve found to be both effective and popular. I’ve gone camping with my family while reviewing the Honda Odyssey and the Mazda CX-9, I’ve provided details about Quebec City’s famous Hotel de Glace (Ice Hotel) while on a Ford F-150 Winter Drive program, the thrills of Edge Walk at Toronto’s CN Tower as part of a Ford Edge review, and I’ve even included Florida Swamp Boat ride footage while reviewing the new Honda HR-V. The goal is to provide more than just automotive content in the hopes of attracting more eyes who aren’t just interested in hearing about a particular car and all it’s features.
Automakers are beginning to see the value of combining media launch events with other elements as well. It’s now understood that the more story angles a journalist can approach an automotive review from, the more likely that there will be stories published that appeal to a broader base of people. On the leading edge of this trend is the Ford Motor Company and to celebrate the 25th anniversary of their Ford Explorer SUV and the launch of their new 2016 Ford Explorer Platinum trim level, they came up with one of the more ambitious events I’ve yet to experience.
Entitled the Ford Explorer Platinum Tour, the event took place over six stages. Each stage involved journalists driving a 2016 Explorer Platinum on a one-way route between pre-determined destinations. The routes ran from Vancouver BC at the beginning of the first stage, all the way to Albuquerque, New Mexico at the end of the sixth and final stage. While most auto launch events are tightly planned with schedules, drive routes and all other components planned for us, this event encouraged us to not only drive and learn about the vehicle, but also to take time to Explore More of the land, the scenery and the attractions on our route.
2016 Ford Explorer Platinum in front of Galileo Coffee Company, Squamish, BC
I elected to participate in the first stage which took us from Vancouver, B.C. to Kamloops which is located in the B.C. Interior. It was a drive route that covered more than 420 kilometres (260 miles) and would see us traverse beautiful mountain ranges, pass through world-renowned ski destinations and wind up in one of Canada’s very few semi-desert climate zones.
My drive partner, Tom Sedens hails from Edmonton, AB and has traveled our planned route many times before with his family. This was beneficial since I could rely on his local knowledge to search out unique places to visit and stop in the Explorer on our journey. I’ve personally traveled parts of this route before but not all, so I was eager to take the theme of this event and cast out in this new top-line 4th generation of the iconic SUV and Explore More.
The decision to create a new Platinum trim of the Explorer for 2016 is an attempt to move the nameplate up-market. Ford seems to think there is room for them in the premium, mid-sized SUV segment where prices range between $50K – $60K. To do this, Ford created a trim with upscale leather, a premium Sony audio system and powered it with it’s very successful 3.5L V6 EcoBoost engine. To those familiar with Explorer trims, it’s essentially a combination of the performance found in an Explorer Sport with the interior comforts of an Explorer Limited.
2016 Ford Explorer Platinum outside of Whistler, BC
When used in the context of an event such as this, I found that the comfort and luxury appointments were appreciated – especially on long drives like ours. The new 500-watt Premium Sony Audio System is an industry exclusive. As I’m someone with a background in radio I’ve always had a fondness for high quality factory-installed systems and I honestly was surprised at how clear, balanced and versatile this system was. A product demo from a Sony rep showed me a range of capabilities in this system that was clearly better than just about anything I’ve experienced in a similarly positioned vehicle.
Sony audio system found on the 2016 Ford Explorer Platinum
Where I had reservations about the Explorer Platinum is in the fact that only one powertrain option is available. The full-line 2016 Explorer line-up also offers a 2.3L V4 EcoBoost engine under the hood. This engine I’ve found to be more than capable in other models it’s been used for, however it can only be found as either standard or optional up to the Limited trim level. If you could’ve offered me a Platinum trim with the Sony Premium Audio system and a 2.3 L EcoBoost engine, I think I would have found the best combination of luxury and fuel-efficiency that works for me.
2016 Ford Explorer Platinum at Duffeys Lake, BC
I also have skepticism, especially in Canada as to how much volume this trim will generate. For a vehicle that has such a long history, and with it a certain branding identification with buyers to suddenly stretch itself upward, there is a risk involved that may not always work. I don’t doubt that the Explorer Platinum will sell, but I think that the bulk of Explorer sales will still stay between the XLT, Sport and Limited trims, with the Platinum generating perhaps 10 – 15% of model sales.
As the video review shown above can attest, both the Ford Explorer Platinum and the magnificent (albeit rainy) scenery of beautiful British Columbia pair very well together. For media, it offered me a great way to tell a story, and for those considering a purchase of an Explorer Platinum or any other trim level, it sure gets the ideas flowing as to just where to take that next Explore More adventure.
(Disclosure: Travel and accomodations for this story were provided by the automaker. The author retained full editorial control over all materials, written or video and all opinions expressed remain solely those of the author.)
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