BANGKOK, Thailand – Ford announced today that it is asking people in selected markets around the world to suggest or nominate tough, real-life challenges for the all-new Ford Ranger. Five lucky participants in each selected market will then be chosen to get behind the wheel of a new Ford Ranger to turn their tough challenge into reality.
Starting in Australia, Thailand and South Africa, participants can apply or be nominated by family, friends and colleagues who believe their champion has a tough challenge for which the all-new Ford Ranger would be an invaluable tool. Five participants in each market will then be among the first in the world to drive and test the all-new Ranger in real world conditions.
The "Ford Ranger Challenge" is another example of the company's ongoing commitment to connect with potential and existing customers through Social Media channels as part of its new model development and launch process. The program will kick off in Australia, and will continue through Thailand and South Africa, then moving to Europe, South America and the Middle East.
Applications and nominations will be accepted online via each market’s Ford web site and social media channels such as Facebook.
"All around the world, truck users take their vehicles to task, pushing them hard every day. Whether they are delivering goods, working for the emergency services or driving them in mines hundreds of feet below the surface, we understand how they and their communities rely on these trucks to deliver," said Jim Farley, Ford's group vice president for Global Marketing, Sales and Service. "Now we want the help of consumers to help prove that the All-New Ranger is the best truck around with the capability to deliver for them."
Nominators will be asked to submit an application explaining how they (or their champion) would challenge the Ranger in their day-to-day life, and why they should be selected to participate in the challenge.
An all-new Ford Ranger will then be provided to each finalist to use in carrying out the challenge as they rigorously test the vehicle in various tough environments. While a camera crew will also be on hand, each participant will also be asked to capture and document their experiences to be shared through the Ranger Facebook page and other online channels.
A panel of judges in each country will then select the overall winner for that country based on the public reaction to their experience and how well the participant has put new Ranger to the test.
The Ford Ranger Challenge will start recruiting potential candidates in Australia during May 2011, followed soon after in other markets. Further details will be made available at ford.com.au.
"The Ford Ranger Challenge gives us a unique opportunity to reach out to consumers around the world and ask them either to participate or simply to follow the contestants as they test the all-new Ranger in tough, real-life conditions even before it officially goes on sale," Farley added. "We believe that new Ranger is the smartest and toughest truck there is, and we want consumers to know that too by seeing how our winning participants use the vehicle to do their demanding jobs. The initiative will also help build awareness and interest in the vehicle as it launches around the world."