The thing's 15 years old, and the engine was first used 20 years ago in 1994! A lot's changed in diesel engines over that time, the 6.0L replaced it in 2003 with what you called reasonable figures, and the current model Super Duty has a 6.7L diesel with 440hp, and 860lb/ft of torque. I just have a hard time seeing a truck engine that with gobs of torque that can tow farm equipment and horse trailers, and was released before eBay existed as lazily engineered.
I've made my point and I stand by it. And I don't feel it needs further support or explanation.
An important part of engineering is to be able to communicate the rationale behind your choices to the layman, or to the executive with a cursory knowledge of the subject who's going to pay for your work. If we're going for the stereotypes about our studies, I'm an accounting major. As an engineer you'll have to convince someone like me that's it worth it to scrap an engine that's functional for our product and easily sourced, so that we can spend millions designing a new engine. I don't care how fully realized this new engine is when I have to explain to the CFO that R&D and production went over budget and our gross margin is down by 8% on the 50,000 Excursions and god knows how many Super Duty trucks we sold.
Try telling your VP Sales that you want to scrap a 7.3L engine in your big truck for a 4L twin turbo, and that it's his job to convince dealers they can tell Joe Sixpack that the new 4L engine is actually better than the big engines your competitors are offering in their trucks. See how thrilled the service manager is that he'll get to listen to upset dealership owners who have customers coming in angry that their new truck costs more to service than their buddy's Suburban. There's far more to selling cars than performance.
You'll also have to work with marketing types. I'm sure Porsche engineers found the Cayenne frustrating, here they had a request to design a sporty and high performance vehicle that sits high off the ground and weighs a ton. The things will never go offroad, so surely they could just lower them and have a faster, better handling, lighter, and more efficient vehicle without cutting interior space, right? Except now the VP Marketing is pissed because they asked you to design an SUV and you're showing them a render of a wagon.
would anyone who voted the Excursion sub zero (all American) or cool have said the same if it had been designed, engineered and built in China?
Probably not. Does that matter? In a lot of these threads European members vote 4 cylinder hatchbacks with a Renault or Citroen badge cool, would they do that if it was a Chevrolet, Nissan, or Skoda badge?
Probably not. This happens in all kinds of industries, "German engineering", "Belgian chocolate", "French wine", "Italian coffee", hell even British humour and rock bands. It's neither a surprise nor a bad thing that Americans like a huge truck that's only popular in America built by an American company to serve American tastes.
but if I see a crap British car, it doesn't matter that it's made here, I'll still think it's crap.
Is the Ford Excursion uncool? Hopelessly so. Does that mean it was a terrible piece of garbage made by lazy engineers? No. This isn't a dinky crossover, it's a real SUV that weighs
9000 7700 pounds. It can do real work, real truck stuff, seat 8 people, and tow a boat on the highway. It's a large SUV, and it's very good at being a large SUV, is an old Fiat 500 crap because it can't tow a boat? Of course not.
You have to understand how frustrating it is if you know about trucks to see people call this thing crap because a BMW x5 that weighs ~half as much gets better hp/L. If you're familiar with computers it's like criticizing an Nvidia Quadro workstation GPU for having bad gaming performance, it's just completely irrelevant to what it was built for. An engine designed for a heavy duty truck starting at $40,000 that has to tow boats, horse trailers, and construction/farm equipment isn't crap or lazy engineering because BMW gets more power out of engines in crossovers that cost twice as much with half the weight and aren't built for commercial use.
I think this video from 6:46 on is very relevant.