SÃO PAULO – Since February, Brazilian consumers can purchase the 2011 Ranger Sport version which has undergone a design, convenience and comfort update.

The Ranger Sport modernization includes the adoption of a new grille and front bumper painted in the vehicle color. The darkened headlights and taillights and light-alloy wheels painted in gray. Other decorative details include: side moldings on doors and hopper, wheels boxes and the adhesive Sport support. Inside, the central frame of the panel comes in silver.

It also incorporates many standard features such as power steering; air-conditioning; power windows with one-touch activation and anti-squash protection; My Connection sound system with four speakers, USB and Bluetooth. There is also the offer of five body-color options: Frost silver, Arctic white, Welsh black, Italy red and Ubatuba gray.

"In addition to the modern design, a Ranger Sport differential is offering this entire package at an attractive price for the pickup segment. In it are no fewer than 23 standard items and a good range of colors. Adding the offer of three-year warranty, which is an advantage even when compared with small models," said Lucíola Almeida, brand manager, Marketing, Ford Brasil.

Market success
Ranger Sport has been a market success since its launch. The Ford's medium pickup primarily serves people with youthful style and focused on leisure and adventure activities. "Our market is occupied by a customer who likes strong, sturdy pickup trucks with unique characteristics. As we always say, a real pickup truck with a distinctive style," adds Lucíola Almeida.

Sport version's sales represent about 13 percent of the Ranger lineup and the forecast is for growth with the 2011 version. "We presented the changes at the automobile show and expectations were great judging by the requests we have received. Our research showed that the product was more attractive in the consumers’ opinion."

The Ranger lineup historically shows a growth scenario. Ford example n 2010, total sales increased 24 percent and totaled 15,307 units, a historic record since its national launch in 1995. This year also showed promise for the average Ford pickup: 1,368 units registered that guarantees a 15 percent share in the segment.