So, you're walking down the street and you see two identical cars parked next to each other. You look closely at the two cars and realize that while they are the same car, you find that one car is labeled "Buick" and the other is labeled "Oldsmobile." What you just saw is an example of "badge engineering", which is when a car manufacturer would apply different brand names to a single car and pass it off as it's own unique model.
There were some auto makers that put extra effort into differentiating their badge engineered cars (the Toyota Camry and Lexus ES300 were the same car, despite looking almost nothing alike). Others would lazily slap different logos on the same car and argue that it's different "because it's sold in a different dealership." And that's what bring us to today's car.
In 1988, Ford was one fatality away from getting sued to death by people who were injured or killed by their notoriously top-heavy Bronco II. So Ford engineers went ahead and designed an all-new compact SUV from the ground up that will better compete with Jeep's Cherokee and Chevy's S-10 Blazer. Upon completing the initial prototype, Ford's Japanese parter, Mazda, saw the new truck and demanded to have their own version of the vehicle, realizing that SUVs were becoming a big deal with American consumers. Ford was reluctant to share their latest creation, however Mazda would guilt Ford by pointing out the cars they let Ford rebadge such as the Probe (a Mazda MX-6), the Courier (a Mazda Proceed), and the Mercury Tracer (a Mazda 323).
When Mazda got their hands on the Explorer, they made VERY extensive modifications such as changing out the grille, adding their own unique badges to the exterior and steering wheel, and changing the color of the cigarette lighter. (if you didn't catch it, I was being sarcastic). The Navajo looked EXACTLY like the Explorer. It had the same engines, transmissions, interior patterns and was made in the same factory. In fact, if you look at the Navajo from any other angle besides the front, you would think you were looking at an Explorer.
Okay, so look at the two trucks above, one is a Ford Explorer and the other is a Mazda Navajo. Can you tell which one is which? If not, congratulations! You have scientifically proven Ford and Mazda crappy rebadging job! (photo credits go to zombie driver.com and gtcarlot.com)
Anyways, both trucks went on sale in the spring of 1990 for the 1991 model year. The Explorer was offered in two and four door body configurations. Mazda chose to offer the Navajo as a two door model only, as they feared that a four door Navajo would eat into their MPV minivan sales. To make a long story short: the Explorer became an overnight success while the Navajo collected dust on the lot.
In 1991, Motor Trend magazine awarded it's truck of the year to the Navajo (and not the Explorer). Judges cite the Navajo's "enthusiest-oriented" exterior and interior along with its "distinctive" engine choices...which the Explorer also has, PLUS an even more practical four door model. Here is a visual representation of what I think...
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| meme credit-memecrunch.com |
Upon doing some research (by that, I mean checking Wikipedia), I found out that Ford won "Truck of the Year" the year prior (with a van...the Aerostar). My assumption was that Motor Trend didn't want give Ford the award two years in a row, so they gave it to the Navajo, so that other automakers don't bitch and moan.
Even with the award, Mazda still couldn't move any Navajos at the pace they wanted. The people who did end up buying one either
- Bought them on clearance with heavy dealer discounts due to excess inventory
- Bought one because the didn't want to "buy american"
- Wanted something to tow their Miata to the swap meet but were too lazy to walk across the street to the Ford dealer.
I have been aware of the Navajo since I was at least 6 or 7, when I saw one at the Home Depot parking lot and immediately proclaimed it as my favorite car ever. I remember being in school and my principal (knowing I was a car guy) told me she was in the market for a new car and asked me what she should get. Now, being the naive kid I was, I cheerfully told her to get a Navajo. A few days later, she came up to me again with a picture of one and said "You want me to get THIS?" I innocently shook my head yes and she just rolled her eyes and walked away laughing, throwing the picture in the trash. I wasn't expecting her to get one, as it was an uncommon truck to begin with. To be honest, I don't think she even bought a new car...or even took my advice seriously to begin with. Whatever, she's missing out.
Link to Motor Trend's excuses for awarding the Navajo 1991 Truck of the Year here
Link to corny 90s Navajo commercial here
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