BANGKOK, Thailand – In the midst of a torrential downpour that flooded Bangkok’s bustling streets, ASEAN media were introduced to the all-new Ford Ranger on March 23, a day ahead of the pickup’s official reveal at the 32nd Bangkok International Motor Show.
This first-hand view of the effect weather can have on driving conditions added to the excitement for the all-new Ranger. Gary Boes, director of Ford’s Global Compact Pickup Vehicle Line, noted that with its best-in-class water wading ability of 800 millimeters, the all-new Ranger can navigate flooded streets with confidence – a feature that drivers in the Thai capital would have appreciated that day.
“The launch of the all-new Ranger across ASEAN is a huge event because the Ranger has been such an important part of our business across these markets,” Peter Fleet, president, Ford ASEAN, told the crowd of several hundred journalists from Vietnam, the Philippines, Indonesia, Malaysia and Thailand.
“This is the latest proof point of how our One Ford plan is working,” Fleet announced. “Starting with the Ranger, we will introduce eight new products in ASEAN over the next five years, introducing our brand to many new customers.”
Fleet handed the stage over to Ford APA President Joe Hinrichs, who declared that Ford’s new pickup was designed “to transform the pickup truck driving experience”.
“It’s not every day that you can introduce a truck that is all-new from the ground-up,” Hinrichs said. “It’s an important product for Ford, because customers who are looking for a compact truck in all parts of the world are looking for the same thing: toughness. And truck customers, from here in Thailand, and across Africa to South America, have similar requirements and needs from a compact truck. They do not want a car. They want a truck. And they know what that stands for.”
With such a broad, unified segment of customers, the setting was perfectly suited for the One Ford business model, Ford’s APA president explained. With the Ranger, customers will get the “best truck knowledge – from a company that knows trucks”.
In addition to taking the covers off the all-new Ranger, Hinrichs also announced Ford’s latest social media campaign, designed to prove the Ranger’s tough truck credentials.
The “Ford Ranger Challenge” will give people with some of the toughest jobs around the world a chance to try out the all-new pickup before it goes on sale. The contest invites fans of the Ford Ranger Facebook page to help select five hard-working truck drivers to put the new pickup through the paces.
“We believe the all-new Ranger is the smartest, toughest truck. And we want to prove it by putting the Ranger to the test,” Hinrichs said.
Thai and ASEAN customers can check out the all-new Ranger at the Ford stand of the 32nd Bangkok International Motor Show which runs from 25 March to April 5 at Impact Muang Thong Thani arena. An estimated 1.6 million visitors will attend the 10-day event.
All-new Ford Ranger in the limelight on March 23 at Shangri-La Hotel, Bangkok, Thailand.
Joe Hinrichs, president, Ford Asia Pacific and Africa, is confident that the all-new Ranger will transform Ford's showroom in ASEAN.
The ASEAN media rush to snap photos of the all-new Ford Ranger on March 23 at Shangri-La Hotel, Bangkok, Thailand.
Visit www.flickr.com/fordapa for more photos from the all-new Ranger ASEAN media reveal.