The Aussie ute the industry conceived
Originating in Ford’s Australian design studios, the rugged Ford Ranger Super Duty plans to reshape the ute marketFord’s new Ranger Super Duty is ready for punishment – and buyers are already queuing to own one.
The toughest Ranger ever created started as an idea in Ford’s Australian design offices, but was largely shaped by fleets and industry relying on utes to work in some of the world’s harshest terrain.
At the heart of the Super Duty is a workhorse ute like Australia has never seen – and it was inspired by those in the field.
Ford designers and engineers hit the road to speak to forestry workers, mining companies, government departments, farmers and emergency service providers to see how they used their vehicles and learn what they would put in their ideal work vehicle.
Typically, they found owners who had heavily modified their vehicles for work duties, often at big expense.
While they could often found solutions by turning to aftermarket suppliers – as is common with the LandCruiser 70 Series – the feedback increasingly suggested they wanted something engineered and manufactured by the factory. A one-stop-shop for ute toughness, if you like.
Ford says many owners are currently modifying utes using aftermarket suppliers, which creates potential issues with resale, maintenance and other factors.
The Ranger Super Duty has a 4500kg gross vehicle mass, 4500kg tow capacity and 8000kg gross combination mass.
That means it can carry around two tonnes in its tray or tow 4.5 tonnes while still carrying around one tonne.
It’s also designed to go further off-road than regular utes, with a higher ride height and rugged all-terrain tyres.
The Super Duty will be offered as a single-cab chassis, super-cab chassis or dual-cab chassis, as well as a dual-cab with a ute tray.
Ford isn’t talking pricing for the Super Duty but says some buyers are desperate for a built-to-purpose work truck to the point where they are prepared to pay.
The company suggests owners are so keen to get something that delivers on capacity that price sensitivities are not as strong, Ford says the Super Duty is all about slotting into white space in the same way the Raptor effectively created its own segment.
Clearly the Super Duty has a solid work DNA – and that’s the core of the market, at least initially.
But Ford knows the newcomer will also appeal to adventurers who want capability and load-carrying muscle. That includes everyone from families to grey nomads.
Importantly, it means people can buy into big capability without having to pay for often pricy GVM (gross vehicle mass) and/or GCM (gross combination mass) upgrades.
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