2009 Ford Ranger: Tough, not necessarily rough

MANILA, Philippines - As a journalist, there are few words that can send chills down one’s spine as the word “embargo” does. In fact, the word is the antithesis to our very existence. We live to spread the word, so to speak. An embargo is thus tantamount to telling us not do what comes naturally for us. But we honor a news embargo when it comes our way because we understand our responsibility and the implications of our actions to sensitive market trends. Still, it doesn’t stop us from itching – and a month is quite a long time to live with an itch.

Well, consider this itch scratched. A full month after a handful of us motoring journalists (including Philippine STAR columnists Ray Butch Gamboa and James Deakin) were whisked to Thailand to be among the first to get a sneak peek at the new Ford Ranger, we were finally given the go-signal to, well, spread the word. And I really have been meaning to talk about this product because I feel there are significant implications that come with its arrival.

Personally, I feel the significance of the new Ford Ranger goes far beyond the targeted pronouncements of even the regional Ford folk we met at the launch last month. I feel this way because the new Ford Ranger actually looks like a result of some intensive market research – the kind specifically gathered from the Asia Pacific region. While there are Ford products like the Expedition that look and feel like they primarily address the needs and desires of the American market, for example, this is one product that looks like it was made specifically for us Asians. And that is a very good thing.

Obviously based on the Ranger MAX show truck that Ford revealed at the Thailand International Motor Expo last November, the new Ford Ranger exudes a distinct sense of style even as it does not depart from the tough heritage it has always been known for. Most of this “tough yet stylish” (which is very Asian in perspective) message is delivered via the truck’s fascia. The horizontal three-bar grille embossed with “RANGER” lettering, the functional twin black vertical nostrils, the extended opening below the bumper line, and large headlamps that wrap around each front corner effectively establish a new design benchmark as they marry the traditional with the new in the Ford Ranger.

While the three-bar grille is one of Ford’s global design traits and is a prominent feature on the flagship F-150 full-size pickup in the United States, for example, its boldness is contrasted by clever details, including recessed grille meshwork and two elongated “nostril” duct shapes. It is, however, the headlamp design that takes the cake where departing from tradition is concerned. “The headlamps are the eyes of new Ranger, and the distinct new wraparound headlamp design is a signature feature,” said Paul Gibson, Chief Designer, Ford Motor Company, Asia Pacific and Africa. “We approached the Ranger design with the same high standards as we do with our passenger cars, and the headlamps are the soul of new Ranger. They give new Ranger a serious, determined look.” They also make the truck resemble the Ford Escape a lot more – proving that despite moving forward design-wise, the truck still doesn’t veer away too much from familiar territory.

The rest of the front end’s styling cues, meanwhile, mesh functionality and stylishness with aplomb. The large opening in the lower fascia provides a fresh supply of cool air to the TDCi turbocharged engine’s intercooler. By mounting the intercooler forward of the radiator and directly in the flow of cool air, the boosted intake charge from the variable-geometry turbocharger remains consistent and allows the engine to perform more efficiently.

Also, thankfully, the new Ford Ranger maintains its tried and tested powertrains. Two versions of Ford’s acclaimed Duratorq TDCi diesel engine lead the powertrain line up (2.5-liter and 3.0-liter displacements for the 4x2 and 4x4 versions, respectively). Both TDCi engines deliver quick response, produce strong torque at low revs, offer highly refined characteristics and are fuel efficient with low running costs. Driving the new Ford Ranger for two full days across several hundred kilometers in varying terrain across Thailand affirmed this, of course (yes, we literally drove the new Ford Ranger for two whole days – exchanging driving duties along the way, of course).

The new Ford Ranger’s effort to marry functionality and comfort, meanwhile, is felt primarily in its finely tuned suspension. In fact, Ford officials and engineers even go so far as to claim that the new Ford Ranger is the only compact truck in its class to prioritize driving dynamics as a core product quality. Proof? The new Ford Ranger features a truck-tough, long-leaf rear suspension with oversized 32mm gas shock absorbers for consistent ride stability and load capacity. The front suspension, optimized for laden and unladen road holding and handling, is a truck-engineered double-wishbone design with torsion bar springs. Though we wouldn’t go so far as to describe the ride as car-like, pound for pound, in its class and price point, it is the most comfortable ride we’ve had.

We sat and spoke with Gibson several times over the course of our Thailand trip. And we asked the new Ford Ranger’s Chief Designer the inspiration for a truck that seems to want to satisfy the needs of two very distinct target markets. The best answer we got went something like this, “We know that today’s truck buyer is likely to own a flat-screen TV or an espresso coffee machine.” Well said, we say. Who ever insisted that tough needs to be rough to begin with? Didn’t we just argue at the start of this article that we believe this is a vehicle borne out of extensive and very targeted research? Besides, show me a dictionary or thesaurus that states that the words “tough” and “stylish” are in fact antonyms and we’ll be glad to take your case to Gibson himself. Until then, we’d rather invite you to check out the new Ford Ranger in Ford dealerships nationwide. We hear the 4x2 manual transmission Trekker model goes for a cool 999k as an introductory price. That’s pretty wicked!