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Ford Salutes Production Of Millionth Eddie Bauer Vehicle

30 June 1999

Two Power Brands Create Sales Success: Ford Salutes Production Of Millionth Eddie Bauer Vehicle

    ST. LOUIS, June 29 -- Two of America's most enduring brands
reached a milestone today in their 17-year collaboration as Ford and
Eddie Bauer celebrated production of the one millionth Eddie Bauer edition
Ford vehicle at the St. Louis Assembly Plant, home of the Ford Explorer sport
utility.
    Driving the long-running success of the Eddie Bauer editions of Ford
Explorer and Expedition sport-utility vehicles (SUVs) is their powerful image
as vehicles that encompass both rugged capability and luxurious design.  The
combination of these two power brands -- Ford and Eddie Bauer -- is viewed as
a "natural fit" by both companies.
    "It's almost uncanny how well-matched Ford and Eddie Bauer are," says Ford
Division Marketing Communications Manager Jan Klug.  "Both companies have
reputations built on an uncompromising commitment to quality, durability and
customer satisfaction.  For our customers, this means the irresistible
combination of Ford's 'go anywhere' capability and Eddie Bauer's rugged style.
For both companies, it means enhancing each other's brand."
    The Eddie Bauer edition is the result of Ford's philosophy to produce and
market a vehicle with features defined by the customer.  Eddie Bauer edition
customers want a vehicle that is inspired by the great outdoors while also
reflecting their casual, versatile lifestyles.  They want a vehicle that can
take them anywhere they want to go, in style -- whether it's a weekend of
backpacking or an evening at the ballet.
    "Eddie Bauer is proud to have partnered with Ford for the past 17 years,"
said Don Perinchief, Eddie Bauer divisional vice president, licensing and new
businesses.  "The success of this partnership demonstrates the commitment both
companies have to their customers and the quality of their products."
    Currently featured as a premium trim level for both Ford Explorer and Ford
Expedition, the price range for the Ford Explorer Eddie Bauer edition is
approximately $32,080 to $36,950.  The price range for the Ford Expedition
Eddie Bauer edition is approximately $35,960 to $42,290.  Eddie Bauer edition
models are equipped with unique luxury features such as distinctive prairie
tan accent color treatments, privacy glass, cast aluminum wheels and leather-
trimmed interiors.
    The relationship between Ford and Eddie Bauer, the 79-year-old Seattle-
based manufacturer of durable outdoor clothing and gear, was forged in 1983.
Since then, the Eddie Bauer name has appeared on the Ford Bronco II, Bronco,
Aerostar minivan and F-Series, as well as the Explorer and Expedition.
    In 1990, fewer than 925,000 SUVs were sold in the United States.
Approximately 42,475 of the SUVs sold in 1990 were Ford vehicles with the
Eddie Bauer option package.  In 1998, total SUV sales jumped to more than 2.75
million, with Ford Explorer and Expedition sales driving the growth.  Explorer
and Expedition sales combined totaled 657,191 in 1998, of which 147,503 were
Eddie Bauer edition vehicles.
    During the first five months of 1999, sales of Ford Explorer and
Expedition have climbed to 205,407, with Eddie Bauer edition vehicles
accounting for 59,107 of those units.  In 1999 alone, Ford expects to sell
more than 145,000 Explorer and Expedition SUVs with the Eddie Bauer edition
trim level.
    "It's no secret why Ford is setting industry records for SUV sales in a
U.S. market that currently has 41 SUV nameplates," says Explorer Brand Manager
Doug Scott.  "We are creating products that really excite the customer.  And
in partnering with Eddie Bauer, we are expanding the opportunities for the
Explorer and Expedition to be a meaningful part of our customers' active
lifestyles."
    This strategy has kept Ford dealers happy.  "The Explorer and Expedition
have simply captured American consumers' imagination as well as their
loyalty," says Bert Boeckmann, owner of Galpin Ford in North Hills, Calif.,
the nation's No. 1 Explorer dealer.  "And I'm very happy with the Eddie Bauer
edition enhancing that loyalty."