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According to The Detroit News Ford's new, stretched Expedition won't get the name "Everest," which the company's marketing folks thought attracted too much attention to the truck's size. The +19' full-sized SUV will likely be called something less self-conscious, like Expedition L. Still, the paper notes the dissonance of Ford's launching a new, large SUV just as the company is cultivating a revamped brand image as an innovator and environmentally responsible carmaker. Apparently, that's why the truck won't show up at the Detroit show this January, but will instead sneak into market at "venues more appropriate for the target customer," likely to be notable by Bill Ford's absence. Guess that means an Earth Day tie-in is out of the question.

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Ford's bigger idea: A not-so-green jumbo SUV [The Detroit News]

Related:
Spy Photos: Ford Everest SUV [internal]