Ford Expedition – First Drive: Typically, the growth or anticipated growth of potential markets is what spurs entrepreneurs and investors to attempt to capitalize on growing business sectors, yet when it comes to natural resources it’s all about squeezing as much profit as possible out of dwindling reserves. The rights to oil, water and lumber are the basis for countless heated disputes, and, in a sense, Ford and GM are in a similar fight. But in their case, they are trying to squeeze as much profit as possible out of a dwindling reserve of buyers.

Forget for a second that one is considered to be the evil culprit responsible for the demise and ruination of the other. Over the past several months, both domestic automotive powerhouses have unveiled totally redesigned versions of their full-size sports-utility vehicles – GM brought us the Tahoe, Suburban, Yukon, Yukon XL, and Escalade, while Ford now offers up a new Expedition with an extended length (EL) version and is set to roll out a revamped Lincoln Navigator and Navigator L. Both Ford and GM admit, and use figures to support, that the market for such vehicles is shrinking, likely to settle in at 700,000 units annually – best case scenario. Yet, Ford and GM are equally intent on capturing more of that shrinking pool of buyers. It’s a reverse case of supply and demand, where the goods are the consumers rather than the vehicles.

The pool of buyers might be shrinking, but large SUVs are huge profit centers that are vital to the bottom line. For its part, Ford comes out swinging with a 2007 Expedition sporting a fresh new look inside and out, a powerful engine that delivers best-in-class towing, a fold-away third-row seat, side- and side-curtain airbags, and a base price up to $4,000 lower than the competition. Plus, it’s now backed by a respectable five-year, 60,000-mile powertrain warranty. If not for high gas prices, now might be the best time ever to be a Ford Expedition buyer.