Ford’s CEO recently embarked on a road trip across Southeast Queensland, Australia, to immerse himself in one of the world’s most competitive pickup markets. The goal? To understand how customers use Ford vehicles in real-world scenarios and to gather insights for future product development. This “Gemba” approach, as Ford calls it, involves direct engagement with customers, employees, and dealers to identify unmet needs and opportunities for innovation.
While the F-150 reigns supreme in the United States, the Ranger holds the crown for Ford in the rest of the world. Last year, the company sold 370,000 Ranger units globally. This makes it a critical player in Ford’s position as a leading pickup seller worldwide.
The trip wasn’t just about observing; it was also about rolling out the new Ranger Super Duty, a vehicle designed and engineered in Australia. According to Ford, the Ranger Super Duty addresses a gap in the Australian market for a mid-size truck with serious towing and payload capabilities, and the ability to confidently tackle Australia’s tough off-road terrain. The ‘You Spoke, We Built’ philosophy seems to be in full effect, with the Ranger Super Duty being a direct response to conversations with heavy-duty fleet operators. Community members at fourby.net seem particularly excited about the new Super Duty, especially regarding its off-road and river-fording capabilities.
Some highlights from the trip:
- Ford Rangerettes: Meetings with a community of over 4,500 female Ranger enthusiasts provided invaluable feedback on vehicle modifications and desired new features. These women shared their experiences and ideas, influencing future product development.
- Forest Rangers: A comparison drive with competitor trucks, including the Toyota LC79, on rough forest roads allowed Ford to understand how the Ranger Super Duty stacks up against the competition. Input from forest rangers, who rely on their trucks as first responders and conservationists, was crucial.
- Somerset Dam Workers: Discussions with workers who operate a network of water facilities and use a fleet of 300 Rangers offered insights into the vehicle’s performance in various real-world contexts, from flood mitigation to water security. The team just received their first Ranger Super Duty.
The Ranger Super Duty’s arrival signals Ford’s commitment to building ‘Ford Tough’ vehicles tailored to specific market needs, particularly in demanding environments like the Australian Outback. It also marks the first time the “Super Duty” badge has been used outside of the F-Series in North America.
Key Features of the Ranger Super Duty (based on available information):
- Designed for serious towing and payload capabilities.
- Engineered for confident off-road performance in tough terrain.
- Developed in response to feedback from heavy-duty fleet operators.
Time will tell if the Ranger Super Duty lives up to the hype, but Ford’s hands-on approach suggests a genuine effort to meet the needs of its customers.