Overall value (price point, cost of ownership, residual value)
Extremely family friendly
When presented with information about a competitive strength, be sure to acknowledge it before discussing Atlas competitive advantages.
The best-selling SUV for 25 years.
"No question, the Explorer is a solid vehicle and sells extremely well."
"Volkswagen also has a huge selling pedigree. In fact, we just became the #1 selling automotive manufacturer in the world."
"We've been able to bring our award-winning MQB architecture to introduce many new and innovative features to the mid-size SUV segment."
"Based on what you told me, let me show you a few features you’re really going to like…"
Explorer offers a wide array of trim levels, options and accessories to meet any customer need or budget.
“It’s true, the Explorer is available in a dizzying array of trim levels.”
Explorer does offer a wide range of trim levels, options and packages. The base model Explorer starts at $31,660 and their fully-equipped Platinum model costs over $53,000.
"The Atlas was designed specifically for the needs of the American market and is also available in 5 trim levels, each offering outstanding value."
Atlas also offers a wide range of comfort and convenience features, many of them as standard equipment on all models. Atlas also offers several options and packages to personalize your driving experience.
"Being the newest player on the block, we’ve had the advantage of assessing what Explorer does well and taking it up a notch."
When comparing base models, Atlas offers a larger infotainment display (6.5” vs. 4”) 2 zone manual climate control, 2nd row seats that recline and slide forward and back, PLUS the easiest 3rd row access in any mid-size SUV. These features, along with Volkswagen engineering and craftsmanship, comes at considerably less cost than Explorer.
"What are the most important features or options to you when considering a mid-size SUV?"
The Ford EcoBoost engines offer both class-leading performance and efficiency.
"Ford has a great reputation for performance and efficiency."
"Volkswagen also offers two proven powertrain options with excellent driving characteristics."
"For many SUV owners, performance is more than a "by the numbers" comparison, it's about stability, braking performance, and car-like control."
"In terms of overall performance, what is most important to you?"
The Honda Pilot is the best value in a family-friendly, mid-size SUV.
"The Honda Pilot is a really solid vehicle with a great reputation."
The 2017 Pilot is a good value and did win an award from Kelly Blue Book for being an excellent value in the mid-size SUV category.
"However, now that Atlas is here, it’s a new game."
With the arrival of Atlas, the value paradigm has now shifted. Comparably-equipped Atlas models offer better comfort and convenience features at similar or lower price points.
"If we take a closer look at Atlas, you’ll find that it compares extremely favorably in areas most SUV shoppers care about, namely: craftsmanship, car-like ride and handling, and passenger/cargo room."
"What factors are most important to you in defining value in a family SUV?"
Pilot provides many important family-friendly convenience features, either as standard equipment or as options.
"The Honda Pilot is a solid vehicle and suits many family needs."
"Atlas is designed specifically for the US market to meet the needs of active families."
Atlas was designed and engineered with family top-of-mind. Atlas offers seating for up to seven passengers, 2nd row seats that slide forward and back PLUS recline, an advanced MIB infotainment system, and multiple charging ports for portable devices.
"Because we're new to the market we've had the luxury of assessing the competition and figuring out what they do well…and then improving upon it. Let me show you a few features that I think you're really going to like!"
Honda offers One-Touch 3rd Row entry yet doesn’t match our Easy Entry in terms of adapting to child seats. The Atlas offers increased cargo and passenger space by volume. Perhaps best of all, journalists have labeled our 3rd row as an “NBA grade” place to spend time.
"What features of an SUV are most important to you and your family?"
Pilot can seat up to 8 passengers.
“It is true that the Pilot can seat up to 8 passengers—unless 2nd row captain’s chairs are selected.”
“The Atlas has been designed to optimize space throughout the interior for BOTH seating and cargo.”
“In fact, our goal was to be a legitimate minivan alternative, offering extremely convenient access to the 2nd and 3rd rows…and plenty of room for your stuff while those seats are occupied.”
"Since you're going to be using those backseats, our Easy Entry system is a really clever solution that we think you're going to love."
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