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All-New Ford Ranger To Debut in Bangkok

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All-New Ford Ranger To Debut in Bangkok

Date posted: 03-03-2006

DEARBORN, Mich. — An all-new Ford Ranger, the so-called Thai Ranger, will make its formal debut later this month at the Bangkok auto show, company officials told Inside Line. The Dearborn automaker will release teaser photos of the 1-ton pickup on March 7.

In recent months, there has been much speculation about the timing and global plans for the new Ranger; this is the first time the company has confirmed the Thai Ranger's debut and plans for distribution.

"It's much better than the Ranger we sell here," the Ford executive told IL. "The truck got a total overhaul, with an emphasis on exterior and interior improvements and quality. But I want to emphasize to American consumers that this is not a new Ranger for the U.S.A."

The Thai Ranger is slightly larger than the Ranger pickup currently sold in the U.S. Ford says it's cost-prohibitive to import the new Thailand-built Ranger to the U.S. because of a punishing 25-percent tariff.

Surprisingly, Ford says it will not sell the new Ranger in China. It is bound for approximately 130 global markets, including Australia, where the truck is called the Courier, along with Vietnam and the Philippines. Ford told IL that there are currently no plans to update the U.S. version of the Ford Ranger.

What this means to you: This could be a useful hint at what's in store for the U.S. Ranger, which is in desperate need of an update, no matter what Ford says. Meanwhile, the Thai Ford Ranger allows the carmaker to compete on more equal footing with Toyota and Isuzu in the ASEAN (Association of Southeast Asian Nations) market.

Link: http://www.edmunds.com/insideline/do/News/articleId=109511

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Guest YellowJacket894

Eh, I really am getting less and less interested with Ford anymore. The products here in the United States do have their good points -- considerably more good than bad -- but they don't really make me want to own one in the future. Well, yes, the Mustang is one car on a short list of new Fords I wouldn't mind owning, along with the Edge and maybe the Fusion, but everything else really bores me.

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Guest YellowJacket894

I hope that people will lose intrest in the damn thing and sales will slide to the point of no return. That'll teach Ford not to neglect any market.

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I work for a Ford dealer, and I see how the Ranger has a loyal following. It's moderately attractive, has a number of (relatively rare) special edition models like the Tremor package, STX, FX4 off-road...which keeps the model mix varied and interesting. We see lots of entry-level buyers as well as repeat business. It's not a bad product.

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It sells on the basis of price, reliability reputation, and features...not refinement, fuel economy, or fit & finish. Oh, but the damn thing is so crude and rough around the edges! It sells well-enough without a major investment from Ford...the tooling was paid-off a decade ago. A new grille and tail-lamps, along with a few mechanical tweaks every 2 to 3 years, could not cost much. Hey, all 2006 Rangers got bold new exterior badging! Did anyone notice???

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However, after all this, I'd rather have a Canyon, Frontier, or Tacoma. I'll spend just a little bit more if I must - since I value confort, refinement , and driving enjoyment over anything else.

Edited by jlgolden

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I told everyone this would happen when they didn't announce the closing of the St. Paul plant. I have several relatives that work there, and I hope they aren't holding out any hope.

Edited by T-Keith

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management of FOrd and Gm that neglect past market juggernauts like the Ranger, ought to simply be fired. Each and every exec resposible for letting this go down and strip them of all their bonuses and such.

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I would also fire the designers of the new Edge which has an exterior so bland and nondescript that no one at the local autoshows even seemed to notice it. The fact that Ford doesn't want to update the Ranger is more proof that they really aren't serious about North America yet.

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I would also fire the designers of the new Edge which has an exterior so bland and nondescript that no one at the local autoshows even seemed to notice it. The fact that Ford doesn't want to update the Ranger is more proof that they really aren't serious about North America yet.

I think Ford is simply putting their money into their money makers...the F150 is way more of a profit center than the Ranger. The compact truck market isn't growing..

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Oh, the Ranger's got the Cavalier beat. 1993-2006 and counting. Now it's trying to pass the 1972-1993 Dodge Ram!

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Don't get too upset, this is "all-new" like the Explorer and Expedition, i.e. more of a major enhancement than a real new truck like Ford/Mazda's competitors, which have far higher volumes.

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It looks like a mini F-150. Why wouldn't ford drop the ranger nameplate and go wit h a new name like Chevy did with the S-10 for the Colorado. I mean, this new "compact F-150" is a truck that would make Ford loyalists turn away to Chevy. Ford is going downhill and down the chart in US auto shares. Which is good for Chevy. :idhitit::banghead::pokeowned::nono:

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This foreign-market Ranger is really attractive. I'm boggled as to why Ford won't share the resources and sell that version here, too. Just like they sell a better Focus (new generation) in other markets....geeesh.

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I think the Ranger name should stick around...it has good equity...much more so than, say Cavalier, Neon, or Escort ever did.

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Now that all of the competition has moved from compact to midsize pretty much, the Ranger is the only compact left. The new Sport Trac is probably designed to compete in that segment, although with only one body style it won't get all the cuztomers...though at least it's a 4 door and has a V8. The Ranger should geta a major update though, if nothing else a new interior (finally) a revised suspension, and new engines. Oh well.

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For the life of me I don't understand why Ford and GM neglect market segments. The Ranger was the best selling compact truck and now it is in the dumps and we all remember how well the Escort used to sell before it became the Focus!

But Ford and GM got fat and lazy and only wanted to dump big SUVs on us and they neglected other segments of the market.

Well, their loss is Toyota's gain! The Tacoma is now the best selling small truck in the US and the Honda Civic is the best selling compact car in America!!

What a waste!

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Now that all of the competition has moved from compact to midsize pretty much, the Ranger is the only compact left. The new  Sport Trac is probably designed to compete in that segment, although with only one body style it won't get all the cuztomers...though at least it's a 4 door and has a V8. The Ranger should geta a major update though, if nothing else a new interior (finally) a revised suspension, and new engines. Oh well.

Agreed-except for Ranger being the only compact pickup truck left-as far as I'm concerned, Colorado/Canyon/i-Series are still compacts too-compared to Dakota, Tacoma, and the rest. But the Ranger needs a more extreme redesign-like Model U concept meets F-Super Duty Chief concept or something, shrunken to Toyota Tacoma size of course.

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