Launching the New Ford Explorer meant reinventing how a vehicle is launched. The challenge was twofold. We had to convince customers an electric SUV was tough and reliable enough for true explorers, and keep prospects excited for the year before the vehicle was ready.We created an entirely new design system and CX approach across every touchpoint. Product pages became richer, with a refreshed UI that reflected the brand's values. The focus moved from calendar-based promotions to customer insight.Alongside this, we ran a year-long CRM program, from design and tech deep dives to intimate portraits of the vehicle's designers. It built an Explorer community through newsletters, live and real-life events, and early test drives. The aim was simple: never a quiet week, and fans engaged and ready to order.