Ford Explorer (United States of America, 1990-present)

Explorer was launched in 1990, when the SUV fever started in the United States. The Explorer became the first SUV for the common driver, for everyday use. In 2000, Ford Explorer was involved in a controversy about the high rollover crash rate registered by NHTSA. Although the fault was mostly attributes to the Firestone tires, Explorer popularity was greatly affected. Two generations after, Explorer still didn’t have the same appeal for the American consumer. In 2011 a new generation was launched accompanied by a major social media campaign in a effort to turn that around.