On November 12, Ford Korea announced the launch of the new Ford Explorer at Sevit Island in Seoul's Han River Park, where it hosted a showcase event, inviting media, influencers and customers.
In Korea, the Explorer was first introduced as the second-generation model shortly after the establishment of Ford Korea in 1996 and has been a beloved leader in the large SUV market up to its current sixth-generation. The new Ford Explorer, a reinterpreted sixth-generation Explorer released this time, is a model that introduces various changes based on the Korea-exclusive theme, “Live curious.”
The New Ford Explorer stands out for its diversified trim options. In addition to the Platinum trim, the sporty ST-Line trim has been introduced to Korea for the first time, expanding the lineup with two choices. It also boasts a bold exterior style with a newly designed front grille and LED headlights. Inside, optimized interior space, and enhanced features provide an enriched Ford Digital Experience, maximizing user convenience.
The launch showcase captivated the audience by emphasizing the values and appeal of the new Ford Explorer. The event began with a welcome speech from Ford Korea’s Managing Director, David Jeffrey, which set the tone by emphasizing the spirit of challenge and adventure in the Explorer. This was followed by a product introduction session, where attendees could learn about the vehicle’s features, as well as a lecture offering fascinating insights into the history of automobiles, the Ford Motor Company, and the Explorer itself. An in-depth Q&A session provided valuable insights into the new Ford Explorer. Following the media event, an additional quiz show was held exclusively for influencers and customers, adding a dynamic touch to the influencer session.
The event’s highlight was the grand entrance of the new Ford Explorer on stage. Following a captivating unveiling video, the central screen parted to reveal the Platinum and ST-Line models driving onto center stage, immediately capturing the audience’s attention. The ST-Line, being introduced to the Korean market for the first time, garnered particular interest.
Additionally, an experience zone was set up to emphasize the new Ford Explorer's sporty and lifestyle appeal. This area featured various sports and camping gear, allowing attendees to experience the adventurous spirit of the new Ford Explorer firsthand.
Approximately 120 journalists attended the showcase, with around 120 influencers and customers joining the evening session. After the event, so far (as of 9AM, November 13) a total of 230 articles had been published, and the Explorer received 100% positive feedback from the media. The main points of praise included “the return of the ultimate American SUV,” “Ford’s flagship model back with a more dynamic appearance,” and “a vehicle that ignites a spirit of adventure for customers.”
