Ford Ranger Max

Posted on December 06, 2008 12:00 AM

Pick-up trucks typically have a longer product life cycle than passenger cars, the original thinking being that they were mostly for business purposes where customers didn’t care much about styling trends and more about durability and capability. This has made such vehicles very profitable for manufacturers and furthermore, they are relatively cheap to produce in comparison to passenger cars.

In the past 10 years, however, pick-ups have gained popularity as ‘lifestyle machines’ used for non-business purposes and like passenger cars so styling has become important to keep a model looking fresh against new competition. Yet the business model for trucks has not changed (at least not yet) so the best that marketing people have been able to get to help them are more frequent and more obvious cosmetic updates. Structural changes are costly engineering programs which, in this age of cost-cutting and industry depression, no one wants to get into.

The current Ranger, still fairly ‘young’, may not look dated yet (although some may argue that its traditional chunky style is old-fashioned now) but designers are always looking ahead and some of their ideas make it to public view in concept models.

This week, at the Thailand International Motor Expo 2008, Ford is showing a concept truck called the Ranger Max which is based on the Ranger and ‘explores future design possibilities’ for the model. In other words, the designers are giving you a peek at some of their ideas to see what you think and if you like them, maybe they’ll be used in the next generation.

"We know the Ranger is tough and durable, and the Ranger Max adds to those qualities. This show truck does not follow a trend; it sets a new tough style direction for compact trucks," said Paul Gibson, the chief designer of the Ranger Max. "The Ranger Max is genuinely tough, and it is a truck that gets the job done. This high-impact show truck also has the bold visual presence that looks great on the urban scene.”

A team of Ford truck specialists in Thailand worked closely with Ford's Australia-based Asia Pacific and Africa design team, led by Gibson, to create the Ranger Max.

Ford, having been the pick-up truck specialist for decades, believes that genuine truck toughness comes from great design and engineering, which means the production Ranger is the ideal foundation for creating Ranger Max. No under-skin modification was needed to create the Ranger Max and Gibson and his team of designers concentrated on exploring the limits of tough style.

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The ‘face’ of any vehicle is very important to its identity and designers put in a lot of effort here. The existing Ranger already has a bold face and for the Ranger Max, the idea was to show ‘confidence without aggression’. It has a go-anywhere, do-anything attitude as well as great design detail.

"When you look at the front design, the three-bar grille, the overt ‘nostrils and open mouth’, you're looking straight into the face of Ranger's evolution. There are design elements we are developing and the Ranger Max is one possibility. We've crafted the face of the Ranger Max to explore a new look. Elements from it could evolve into the new identity of Ford Ranger," hinted Gibson.

The three-bar grille is a Ford hallmark design element, conveying strength and quality, integrated with a proud, large badge of the famous Ford blue oval. The dynamic, modern headlamps which angle at the top to communicate energy and movement. More robustness cues abound in the front design. The flexed 'power dome' shape of its bonnet communicates the pulling power and high torque of the engine. The power dome shape carries through to influence the design of the hard tonneau cover at the rear of the vehicle. These two overt muscular design elements give the Ranger Max power and solidity.

Two major design elements link to form the dominant frontal look of the Ranger Max. The corporate three-bar grille imbeds itself into the lower enlarge air intake. A distinct line starting from the headlamps follows around the nostril and borders the lower air intake. This signature line unites the major design elements to create the defined face of the Ranger Max.

"The Ranger Max wasn't meant to be elegant or pretty,” he explained. “The robust nature of Ranger means that it is the dependable workhorse, and with the Ranger Max we wanted to create a show truck that is cool as hell."

The Ranger Max's high impact image will establish a powerful presence wherever it goes, especially with that bright orange high-energy colour (officially known as 'Mango Hit') which you also see on some well-known power tools.

They took inspiration from things many truck owners know and appreciate. The distinctive contrast between the vehicle’s hardcore orange paintwork with matte black accents is inspired by the functional design found in some modern power tools – just like those used by many Ranger owners every day. Ford designers recognize how absolute function and durability inspire these industrial tools and make them more appealing.

Industrial shapes such as the cog-like detailing in the body accents and wheel arch mouldings extend the theme of tough style as the ‘ultimate power tool’. Pushing the power tool inspiration a step further, the design team noted how power tools and similar objects incorporated words into their design to convey instructions or warnings. On the Ranger Max, you’ll see the same 'words' in this same style to accentuate its robust 'industrial feel'. For example, the grab handle is labelled – like instructions on power tools and on aircraft – with the word GRAB. Similarly, the side door of the Ranger Max is distinctively yet discretely labelled AXCESS and the fuel inlet lid has a label FUEL. [Article continues after Caltex advertisement]

With its character as the ‘ultimate power tool’, the Ranger Max show truck exudes confidence and purpose. It's up for the job – work or fun – and its tough style says so. It features full surfaces that convey the power and strength of its tough-truck backbone. The detail of its design demonstrates this show truck has been designed by people who know trucks and love them which is why it has purposeful matte black plastic accent features and trim items – and no fussy, fancy chrome.

Adding even more dynamism to the profile is the exclusive Ranger Max sportsbar, which attaches to the pick-up bed and arches across the vehicle. This unique crossbar is shaped to create the visual impression that Ranger Max is always on the move – or ready for action.

"The sportsbar makes a big statement," explained Max Tran, a Ford designer who played a key role in developing the vehicle. "It adds a feeling of movement and dynamic character, and incorporates some great design details, including twin air scoop shapes on top." Built into each side of the crossbar is an integral grab handle. Finished in matte black plastic, the grab handle design is all about purpose. The dark shape of the grab handle visually extends the perceived shape of the Ranger Max side window shape, accentuating the feel of functionality and space of the Ranger side-access Open Cab – a functional feature which the Ranger introduced debuted in 2002 in response to feedback from business operators (and which created a bit of a controversy in Thailand for a while).

The design team has crafted unique, 18-inch alloy concept wheels for Ranger Max. These deep-dish, 6-spoke wheels with black graphic funnel shapes to their centres are perfectly suited to the Ranger Max and the large offsets enhance the distinctive tough style.

“The Ranger Max is not just about creating show excitement," said Gibson. "We have a great opportunity to test design themes that may make their way into production. The Ranger Max says exciting things about the possibilities for truck fans in the Ranger's future."