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Ford Ranger equipment charge driven by demand for high-spec

With technology that, until recently, was only available in premium brand vehicles, the new Ranger’s specification boost is driven largely by demand for the higher trim level vehicles in all markets.

Features like Lane Keeping Assistant, Adaptive Cruise Control, Driver Impairment Monitor and Ford’s voice-activated Sync 2 infotainment system, push the once humble ute well into the territory of premium passenger vehicles.

Ford chief SUV program engineer Ian Foston said the company’s research showed that customers wanted more comfort and more features in their vehicles, while keeping the robust and capable underpinning that the body-on-frame ute provides.

“For the new Ranger, we looked at buyer trends and where the market was heading, and aimed to exceed expectations that we knew both existing and new customers would have,” Foston said.

Foston noted that Ford’s research observations that many buyers were migrating from traditional SUVs and wagons to high-specification dual-cab 4×4 utes, like the Ford Ranger XLT and Wildtrak variants.

Published: Thursday, March 26, 2015

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