Ford defends downgraded Ranger
Equipment changes and new models offset deletions from popular pick-upFord has defended its decision to remove standard equipment from the popular Ford Ranger ute as it enters run-out ahead of the launch of a new generation in 2022.
Ford Australia hasn’t specifically announced that it has pulled equipment from the Ranger, but it doesn’t deny it has happened.
Instead, it argues the changed equipment levels have been countered by the addition of new equipment and new variants that are being regularly rolled out to the market.
Known deletions from the 2021 Ford Ranger equipment list include storage areas under the rear seat and side-window lamination.
Ford also confirmed to carsales the removal of the CD player from late 2021 because streaming technologies make it obsolete, while the tailgate lock barrel will be deleted from Wildtrak and Raptor in the same timeframe because the remote key fob renders it redundant.
The auto industry terms such changes ‘de-contenting’. Such changes as vehicles go through their model life are not uncommon. Usually, equipment is quietly stripped to keep costs under control and maintain profit margins.
Equipment is usually items that customers do not see or touch. But the Ranger is such a high-profile model that some items have been spotted, including by carsales during our recent comparison test against the new Nissan Navara.
“There is a process we go through with our customers and internally and our dealers and what we put into the cars is what we believe customers value. We will continue to do that,” Ford Australian president Andrew Birkic said.
“What we have delivered is a series of special packages … that meet our customers’ needs and we will continue to do that.
“We are also adding equipment. For instance the XLT is picking up adaptive cruise control, so I think it [the change] is balanced.”
Birkic said equipment levels of vehicles were disclosed to customers via product brochures and doing that was “really important”. However, it’s worth pointing out that changes and deletions don’t always make it into vehicle manufacturer publications available to the public.
“I think we have a market equation that I think we have to present to our customers,” added Birkic.
“Demand is strong and we are really proud of our line-up.
“We have to offer our customers what we think is really good value and that is what our compass is,” he stated.
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