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Customers Help to Create NextGeneration Ford Ranger Design

*Developed with Work, Rest & Play in mind

The late Formula 1 Grand Prix TV commentator Murray Walker was credited with the famous Mars bar “Work, Rest & Play” slogan when he worked at an advertising agency. Today, that same promo could be suited to Ford on the introduction of the all-new next generation Ranger pick-up.

More so than ever before, customer input into the design of this new 1-tonne open back truck was to the fore as Ford set about creating an all-new version. Not that there is anything wrong with the current model - it remains Europe’s number 1 seller with a significant 40% market share - it’s just that trends change and customer expectations increase all of the time.

More than 5,000 Ranger clients were interviewed, attending workshops with Ford design engineers listening to how they used their vehicles and what’s expected from them. In a nutshell, customers want more from their pick-ups, as it’s a first or second car in the family or business. What has been created is a high-tech, connected, versatile, more powerful vehicle with upgraded chassis and suspension, as well as better access to a wider load area. Oh, and a dramatic styling redesign too!

The next-gen Ranger project was led by Ford’s Product Development Centre in Australia. Its international team of dedicated designers and engineers worked with teams around the globe to not only incorporate the very latest in Ford technology, capability and safety, but to also engineer and test the Ranger to Ford’s toughest standards.

Fleet Van & utility was privileged to be part of the ‘Inner Circle’ during the early stages of the new Ranger’s development project, hearing first hand from the development and engineering team of the processes involved, such as the said customer clinics.

“In a very real sense, our customers have been with us all along the vehicle development journey,” said Max Tran, Chief Designer for Ranger. “We reimagined the Ranger from understanding and interpreting how our customers used their truck and what they expected from a pick-up. This journey started even before we put pen to paper with our first sketches. We were not just trying to create a good truck. We wanted to create an exceptional one that inspired owners every time they saw their Ranger in their driveway.”

Tran’s team spent hundreds of hours with customers in Thailand, Australia, South America, Europe, China, Saudi Arabia and North America to see how they use their pick-ups on a daily basis. From the interviews more than 1,800 pages of field notes for reference were generated, which helped development and guide both engineers and designers to build a pick-up with the features and capability customers wanted.

“Seeing owners use their trucks, whether for work, family or play, inspired some fantastic ideas that drove our design and development decisions. One great example of that is the integrated box side-step. During our clinic sessions, we noticed that many customers had trouble reaching over the side of the truck into the bed; others were standing on the rear tyre or the bumper to gain access. So, we came up with the idea of a box step, behind the rear wheel,” he said. “We mocked one up, tested it with owners and the response was overwhelming. People told us that step would be reason enough to buy the Ford Ranger.”

Despite a broad customer base with different requirements and backgrounds,

Tran’s team discovered that globally, Ranger owners shared a lot of similar personality traits. “We found that no matter what the market, our customers are doers. They like solving their own problems, and they like to feel confident in their truck, not just in the way the vehicle functions, but also in the way they feel when they’re driving it. Customers had clear ideas on what they liked and how they used their Rangers in

their day-to-day lives,” Tran added. “They also wanted a wider cargo area that could accommodate a full-width pallet in the tray.”

From the new grille with its C-clamp headlights, daytime running lights and strong horizontal upper grille bar, to the pronounced wheel arches, strong shoulder line and large sculpted ‘Ranger’ logo on the tailgate, the next-generation Ranger portrays confidence and capability. At the rear, the tail lamps were designed in harmony with the graphics of the C-clamp headlight treatment. A 50mm increase in track and 50mm longer wheelbase than the prior Ranger allowed designers to push the front wheels out to the corners, enhancing its on-road stance.

“We’ve taken everything we loved about the Ranger and really brought that into the future,” Tran explained. “We’ve managed to create a bold new look while preserving the ruggedness and capability that people love about their current truck – and we’re excited to finally be able to show it to the world.”

Inside, the next-gen Ranger features a stylish new driver area, with user-friendly technology and a spacious cabin. Soft-touch materials elevate the interior ambience while the new instrument panel adopts an elongated design that creates a more spacious feel. Several design cues also are carried over from the exterior, for example, the air vents feature a similar design to those in the front grille. The dash is dominated by a 10.1-inch or 12-inch high-resolution touchscreen, complementing the digital instrument cluster controls.

Another key area of customer input was the available e-shifter for its automatic transmission. Ford initially created a rotary dial gear selector, but customers preferred the short-throw e-shifter because it boosted the truck’s high-tech appeal. Designers also reimagined key aspects of the cabin; for example, how the door release handles could be better integrated into the ‘coast-to-coast’ dashboard design, making them easier to use. Again, customer feedback led to the door release handles being mounted lower – looking more linear to provide easier reach to window switches and the armrests.

The seats also have been redesigned and are now more inviting, stylish and comfortable. Versatility is key, with the second-row seats now folding flat to provide secure under-seat storage. Rear occupants also have heating and cooling outlets at the rear of the centre console. There is also an added storage area in the door pockets with space both in the front and back.

The design team also created clever storage and useful features for owners. There are not only places to store the phone or charge it wirelessly (where compatible), but there’s a large centre console bin to stash things. In addition, the door pockets are designed to carry more, the wide dash conceals an upper glovebox and there are storage bins under and behind the rear seats.

“We’ve really packed a lot into the next-generation Ranger to inspire owners to do more of what they love to do, with features that encourage them to explore new horizons. Ultimately, we want our customers’ experience with the pick-up to enable and enhance their lifestyles,” said Gary Boes, Enterprise Product Line Management Director, Global Trucks.

Ford calls this “Living the Ranger Life,” and it’s something shared by every designer and engineer involved in creating the next-generation Ranger.

“Our team was focused on one goal – to make this Ranger the toughest and most capable we’ve ever created,” said Graham Pearson, Ranger Vehicle Program Director. “They put it through one of the most exhaustive global testing schedules we’ve ever developed and would not rest until we were satisfied that it was Built Ford Tough.”

Customers wanted a choice of more power and torque for towing heavy loads and extreme off-roading, so the team added Ford’s proven 3.0-litre V6 turbodiesel and developed it for the Ranger. It is one of three turbodiesel engine options available at launch.

“The 3.0-litre turbodiesel V6 delivers,” said Pritika Maharaj, Ranger Program Manager. “When you drive a Ranger with the V6 turbodiesel, it feels like a much bigger truck. And it feels really tough in the sense that it’s got endless power and torque, which is exactly what our customers wanted.”

New Ranger will also come with a choice of current Single-Turbo and Bi-Turbo 2.0-litre in-line four-cylinder diesels. The Single-Turbo comes in two different performance levels and delivers power, torque and fuel economy, which is important to small business owners or commercial vehicle fleets. The Bi-Turbo engine is a more sophisticated, performance variant for customers who want more power but need to maintain fuel economy. “We know our customers push their Rangers to the extreme, so

that’s how we test them. We go the extra mile to make sure Ranger will do everything our customers want, over and over again,” Maharaj added.

Engineers moved the front wheels forward by 50 mm for a better approach angle and outboard for better off-road articulation, both of which improve the off-roading experience. They also shifted the rear suspension dampers outboard of the frame rails to give drivers and passengers a better ride both on- and off-road, no matter if they’re carrying heavy cargo for work, or just taking the family out for a drive.

The next-gen Ranger will be built at Ford’s plants in Thailand and South Africa beginning in 2022.