Ford unveils new look for Explorer SUV

DEARBORN, Mich., Jan. 6 (UPI) -- Ford Motor Co. unveiled a new look for the Explorer Sunday in an attempt to revive interest in the Detroit automaker's franchise sport utility vehicle.

Ford officials unveiled the Explorer America concept that incorporates the company's new Ecoboost technology, The Detroit News reported.

By building the new vehicle on a standard unibody platform, the newest Ford Explorer is expected to not only shed weight, but enhance the vehicle's overall driving dynamics. Fuel efficiency is expected to improve 20-30 percent, Ford said.

While the Explorer franchise has remained highly successful for Ford, sales of the vehicle declined in 2007 by 23 percent when compared to 2006 sales.

Ford's group vice president of marketing and communications, Jim Farley, said the new slimmed-down model should bring in additional customers with its efficient design.

"Customers are smart. They value vehicles -- the more efficient, the better," Farley said in a statement. "Ford gets it."