Competition in the pick up-truck segment is heating up anew amid the pandemic-induced slowdown in the auto market.
And it is Ford Philippines that has fired the June salvo as soon as its newly minted Managing Director Michael “Mike” Breen begins calling the shots from his remote command center in Thailand.
Barely three weeks on his MD seat, Breen – ably assisted by his local crew composed of EJ Fancisco, Mavic Linan and Jasper Castro – has managed to gather together at least 40 Philippine-based motoring journalists to partake of a Tuesday brunch as he drops some kind of a bombshell: The launch of the Ranger Raptor X and availability of the Wildtrak 4×4 with power roller shutter.
What this means is that Ford Philippines has just expanded its pick-up portfolio in a bid to fortify its hold on a niche market. Key players in this segment are the Toyota Hilux, Nissan, Mitsubishi and Isuzu D-Max which everyone expects to bang wheel against wheel in a friently rivalry of automakers.
“The Ranger Raptor X leverages on the immense success of the Ranger Raptor in the market as we continue to boost our 4×4 truck lineup and reach a new group of performance pick-up enthusiasts who are into aesthetic modifications,” Breen says via Zoom.
The Ranger Raptor X comes in a limited edition of 200 units with an SRP of P2.038 million, and starts rolling out next month.
Beyond its cosmetic upgrades, the Raptor X, much like the iconic Raptor first unleashed in 2918, remains powered by the 2.0L Bi-Turbo diesel engine capable of generating 213PS of power and 500NM of torque. It is also equipped with a 10-speed transmission that has proven durability and on-road and off-road capability. Other features include the cutting-edge Terrain Management System ( offering six modes for various driving experiences as well as 2.5-inch FOX Racing shocks capable of delivering 30% more wheel travel compared to the standard Ranger.
The Ranger Wildtrak 4×4 with power roller shutter has been made available at an introductory price of P1.728 million in Ford dealerships nationwide.
Wildtrak 's new feature is a segment-first original equipment manufactured product that Ford claims to offer “greater security and functionality when transporting cargo,” according to Breen .The power roller shutter can be activated from inside the cabin through a switch on the dashboard, via a button in the tray, or by using the key fob. It has also been designed with an anti-pinch feature to prevent injury or damage when contact is made with an object.
Ford can expect some retaliation from its rivals. And it won't be long in coming, judging from how car makers pamper the off-road enthusiasts with various offerings.