Ford Ranger: Australia’s first $70K ute?

When it arrives Down Under later this year, Ford's facelifted Ranger will be available with a swag of high-tech safety and convenience features more commonly seen in a German luxury car than a ute.

On the list is radar cruise control, electric power-assisted steering and an SUV-style interior with large colour touch-screen and more interactive connectivity than your average mid-range sedan.

Which begs the question: With the current, top-spec Wildtrak Ranger already priced close to $60,000, will the ‘full fruit’ version of Ford's popular imported ute lay claim to the title of Australia’s most expensive one-tonne ute?

Volkswagen’s Amarok Ultimate currently holds the crown at $65,000, followed closely by the soon-to-be-discontinued, V6 diesel-powered Nissan Navara ST-X 550 ($64,190).

Ford Australia is keeping mum on pricing and full specifications until closer to the new model’s launch in the third quarter of this year, but there’s obviously a growing appetite for premium utes.

Ford Asia Pacific executives at this week’s official unveiling in Bangkok were adamant the Ranger’s adoption of “affordable technologies” from the upcoming, ute-based Everest SUV and other Ford passenger vehicles is driven by customer demand.

It's also a reflection of Ford's desire to capitalise on the increasingly lucrative global 4x4 'lifestyle' ute market. Australia is the fourth largest market of the 180 countries the Ranger is sold in.

“In the research we’ve done, a lot of markets indicated that customers over time want something that’s more comfortable, more grown-up and with more features, and so that’s something we’re offering on (the new Ranger),” said Ford’s Australian-based chief engineer for the Everest and Ranger, Ian Foston.

"Certainly we don’t believe we’ve gone too far -- that’s what customers are asking for."

As we've reported, new first-in-class safety technologies include Lane Keeping Alert and Lane Keeping Aid, Adaptive Cruise Control, Forward Alert, Tyre Pressure Monitoring, Driver Impairment Monitoring and Emergency Assistance.

These are in addition to adaptive load control, emergency brake assist, hill launch assist, hill descent control, electronic stability control, anti-lock brakes and front/rear parking sensors.

But while the 2015 Ranger will build on the current model's maximum five-star ANCAP safety rating, Ford has received criticism for not making all these advanced driver aids in all of the markets in which it's sold.

There’s obviously a limit to how many gadgets cashed-up tradies are willing to pay for, with some desirable items available on the seven-seat Everest like the multi-mode 4x4 Terrain Response system left out of the new Ranger.

“When we did the research for the Ranger that wasn’t something that customers particularly wanted. For the Ranger we’ve gone with the existing 4x4 proven durable technology,” Foston said.

Ford has also decided, at least this time, not to go down the path of adopting lightweight aluminium construction as with the latest Ford F-150. Also not on the cards is a hybrid variant, as expected with the next Mitsubishi Triton, or SUV-style coil spring rear suspension as offered on the new Nissan Navara.

“We’re very happy (with leaf spring rear suspension). We think we’re delivering what the customer needs and expects, and we’re quite happy with the system set-up," said Ford Vehicle Line Director, Richard Tilley.

While still featuring plenty of hard, durable plastics, the slick new cabin design shared with the Everest and featuring Ford’s latest SYNC 2 infotainment system is a step above its rivals in terms of equipment, finish and overall presentation, at least in the up-spec XLT variant on display in Bangkok.

However, the Melbourne-based design team led by David Dewitt have been careful not to lose the ‘tough truck’ appearance in the redesign of the front end, which includes fresh sheet-metal for the front guards and bonnet and a bold new trapezoidal grille more along the lines of its big US-built cousin, the Ford F-150.

Dewitt reiterated that the passenger car-style upgrades were driven by increased demand from ute buyers for a multi-purpose vehicle capable of towing, off-roading and carting heavy loads as well as carrying passengers in style and comfort.

“The lifestyle market (for utes) is huge,” he said.

“I think people’s expectations are constantly changing. If you look at how truck interiors have changed over the last two decades and the way that people use their vehicles, the Ranger has really re-defined what a truck is.

“I think it’s a reflection of the way people are using their vehicles. That’s why the Ranger is setting a new benchmark in the small pick up market…

“You know what tradies are like in Australia. They want functionality but they want high-end as well. For a lot of people this is a show vehicle, it’s something to show off their success.

As a result, a range of off-road factory accessories including a new, airbag compatible bullbar should be available in time for the new Ranger’s Australian release. More exterior colours will also be added to the range.

Ford Asia Pacific executives were confident the mid-life facelift would help boost sales further in the various markets where Ranger is already the top-selling ute, as well as Australia where it currently sits second behind the Toyota HiLux.

“Our sales have improved year on year and we expect with the facelifted model as well that we’ll also improve sales again,” Foston said.