Ford rolls out updated Ranger models, new pickup campaign
DESPITE a difficult 2020 across many industries, there were some bright spots—particularly for auto brands who not only weathered the scourge of the pandemic but realized surprising sales.
Surely that was the case for Ford Philippines. Despite a 30-percent decline in unit sales, its performance was still better than the average 40-percent slowdown in the sector. The company credits this to its popular Ranger pickup line.
Ford Philippines Managing Director PK Umashankar narrated during an online press conference last week that even as it moved fewer units last year, the Blue Oval brand’s Ranger nameplate alone accounted for the company’s 9,767 units sold—66% of 14,775 total vehicles sales.
Last year wasn’t half bad indeed for Ford as it took the 4x4 throne (getting 41 percent of segment sales), and reached a milestone of 10,000 units sold for its popular Ranger Raptor which it introduced here in September 2018. In fact, two of every three Ranger Raptors sold in the ASEAN region went to Filipinos. It also buttressed its pickup lineup with the return of the F-150 last June.
The momentum seems to have been carried over this year. Last January, some 800 vehicles out of Ford’s 1,720-unit take-up were comprised of Rangers.
Cognizant of the popularity of its 13-trim pickup model, Ford is doubling down by refreshing the Ranger lineup. New design and exterior enhancements have been made across the XLS, XLT, and Wildtrak variants to offer customers “a new look more attuned to today’s needs and lifestyles.”
“Our new Ford Ranger lineup will allow us to continue building on our leadership in the pickup segment in the country… The new Ranger is set to deliver on its promise of functionality and capability while enabling the diverse needs and lifestyles of our customers,” said Umashankar in a release.
Changes in the Wildtrak include a trapezoidal grille with a Saber accent, plus gloss-black wheels and accents of the same hue on the grille, lower bumper, rear bumper, fog lamp bezel, exterior mirrors, fender grille, sports bar with Saber insert, roof rail, and tailgate handle. Wildtrak decals on the side door and tailgate (the latter in 3D style) have also been added. Exclusive to the 4x4 variant as an option to be made available in the second quarter is a power roller shutter, “a load compartment accessory which is an original equipment from Ford.” The fully automatic feature is controlled by three power buttons located in the dashboard. The trim also features a remote key and pickup bed for easy access, and comes with a power tailgate lock.
XLT changes include a new front grille with chrome accents and exterior gloss-black accents on the grille, exterior mirrors, door handles, and fog lamp bezel. Finally, the XLS trims receive a new front grille.
Aside from the vehicle enhancements, Ford is undertaking a focused marketing push to connect more deeply with a carbuying public, who may not even consider owning a pickup. It’s all about bringing “the Ranger’s values and persona to life.” The campaign, called “Live the Ranger Life,” aims to “highlight and celebrate the many ways that the renowned strength and engineering capabilities of the Ranger reflects and support its customers’ personal goals and drive in life, centered around five guiding values: “Up and Over,” (tackling challenges); “Can’t Help But Help,” (assistance to others); “Where There Isn’t a Path, Carve One,” (fearless leadership), “Bring Others Along the Journey,” (family and friends); and “We Make Our Own Fun,” (fun in driving).
In an interview, Ford Philippines AVP for communications Edward Joseph Francisco said, “’Live the Ranger Life’ is a new brand expression to position the Ranger as more than just a pickup but an enabler of our customers’ needs and lifestyles. The Ranger has proven a lot already. Now, we intend to connect with our customers in a deeper, more emotional level.”
The company has also released the 2021 pricing of the Ranger lineup. Only the XLT MT and Wildtrak 4x4 get a price hike compared to last year’s figures.
The country’s only business reality TV show, The Final Pitch, may have been dealing with entrepreneurs who are in essence heroes in their respective expertise. But this latest season to air on CNN Philippines is on the lookout for ones with “great business ideas to solve pandemic problems.”
In some way, the show launched last Feb. 16 via a Zoom presser, is still all-business, but with more heart and compassion as we all move forward to a safer, better world.
Host and creator John Aguilar, expressed, “This season is a chance to prove that despite our current challenges, we can work strategically given our limited resources to move the country forward, provide solutions and opportunities and discover new startups and talented individuals to help rebuild the nation.”
This sixth season, appropriately themed the Heroes Edition, will feature four successful individuals to serve as judges-investors to pitchers. The lineup includes 917Ventures’ Vince Yamat, FWD Insurance’s Li Hao Zhuang, UBX’s John Januszczak and Thames International Business School’s Joel Santos. Their main goal is “to look for the next great business idea that will impact society positively.”
The past five seasons solidified the show’s reputation as contributor to the growth of the business community while publicly exposing the brilliant minds and inspirational stories behind some of the most innovative and triumphant entrepreneurs in the land.
Santos, who in previous seasons served as purely a mentor, now comes in as an investor who will lend his strategic insights owing to his extensive network. He noted, “We are ready to offer our programs in Thames, plus personal mentoring depending on the gap they need to fill to be able to scale up their enterprise. This includes possible strategic partnerships across the region that we hope to help facilitate.”
Katrina Chan, executive director of QBO Innovation Hub, practically occupies Santos’ former role as she joins the show as a mentor alongside QBO’s roster of startup ecosystem supporters and stakeholders.
The Final Pitch Season 6 specifically invites startups, non-profit organizations, entrepreneurs and individuals armed with new solutions to address the economic and social impact of COVID-19.
Yamat, the managing director of 917Ventures, shared, “We are looking for what we call a venture builder, someone with grit and the right attitude who is passionate about solving a problem. We just need the right idea and the right attitude and we will provide the ecosystem of marketing, logistics and product development. We will work with you as we solve a big problem and improve the lives of the Filipino people together.”
For his side of doing things, the CEO of a rapidly rising insurance company Li Hao Zuang aims to support those with a social mission, saying, “We are looking for entrepreneurs with a bayanihan spirit who want to change the world, who have a distinct offering and concept and a commercially viable plan.”
In addition, UBX’s Januszczak mentioned about his company’s venture studio “which could make sense for someone who has a smaller team but needs the resources of an incubator/accelerator to bring their startup to market.”
Online entries and one-minute pitch videos can now be submitted via TheFinalPitch.ph/application. Interested investors and corporate partners intending to work with the show “behind the scenes” may also reach the show through submit@TheFinalPitch.ph or 0917-8136674.
The Final Pitch Season 6 will air Sundays (8:30 p.m.) beginning March 21. Replay 1 on Tuesdays (8:30 p.m.) and Replay 2 on Saturdays (11:30 a.m. for the initial episode. 11 a.m. for the succeeding episodes).
(For details, visit www.thefinalpitch.ph and follow its social media accounts at @TheFinalPitchPH on Facebook, @thefinalpitchph on Instagram, and @thefinalpitch on YouTube.)