Ford Ranger Closing in on Toyota HiLux After Becoming Top Pick-up Challenger

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Ford’s Ranger is rapidly gaining on the Toyota HiLux after closing the sales gap by 1,000 units and passing Nissan and Mitsubishi pick-ups in 2014

Ranger sales increase 42 per cent through March with sales of 5818 in the first quarter – the second highest quarterly sales result for Ranger ever

Many Ranger sales have been conquests from key competitors as buyers switch to the Ford pick-up

New “Proceed With Purpose” campaign launching this month designed to help convert even more Toyota buyers by highlighting hard-working Australians who test the capability of their Rangers.

MELBOURNE, Australia, 05 May., 2014 – Ford’s award-winning Australian designed and engineered Ranger pick-up is becoming one of the country’s most popular pick-ups as it shoots up to the No. 2 sales spot in 20141, challenging Toyota HiLux by sharply cutting its sales lead.

Already in the first quarter of this year, the Ranger has achieved year-on-year growth in sales of 945 units or 42 per cent to achieve sales of 58181. This is the second highest quarterly sales result for Ranger. Including April’s VFACTS figures, Ford has sold 7912 Rangers year-to-date, up from 6556 for the same period last year.

Critically, apart from strong fleet sales, Ranger is winning over customers in the private sector with YTD sales figures showing a 158 per cent increase in private buyers over the same period last year. Retail sales – a combination of private and small fleets – now make up 69 per cent of total Ranger sales.

As always, the Ranger remains a popular choice among other fleets too, including the mining industry. Many Ranger sales have been conquests from key competitors as buyers switch to the Ford pick-up.

In year-to-date sales data from VFACTS in the hotly contested pick-up truck segment, the Ford Ranger is ahead of the Mazda BT-50, Holden Colorado, Mitsubishi Triton, Nissan Navara, Isuzu D-Max and Volkswagen Amarok.

Combined with Ford’s Smart Drive program, which continues to showcase the Ranger’s attributes with prospective customers, Ford will also forge ahead with ongoing Ranger momentum this year with a new marketing campaign called “Proceed With Purpose”, which is designed to continue to spread the word about the award-winning pick-up.
The Smart Drive program is based on the successful event of the same name conducted during the 2012 Australian International Motor Show, which allowed show-goers to experience first-hand not only the Ranger but the Focus and Ford Kuga.

Ford’s new “Proceed With Purpose” campaign tells the stories of men and women who “get things done”. These people strive to make a difference, and continue to strive to make a positive impact on their surroundings.

The first story of the campaign centres around Terry Vallance, an Aquatic Ecologist in Far North Queensland. Vallance’s work involves improving and preserving the health of the waterways upstream to protect and sustain the fishing industry downstream.

His Ford Ranger XLT is integral to being able to access and traverse the harsh and remote environments in which he works. For Vallance, the Ranger’s unbeatable combination of toughness and smart capability gets him there and gets him home, every time.

While the pick-up segment is full of “tough” utes, the Ford Ranger is capable of much more than just delivering on the tough stuff. The entire range possesses a level of cutting-edge technology that puts vehicles like the Toyota HiLux 4x2 in the shade, which is why Ranger is where the smart money is going.

Ford Vice President of Marketing, Sales and Service, Graeme Whickman, said Ranger had struck a chord with customers in Australia.
“The fact that Ranger was designed and engineered in Australia means it has proven capability in our harsh conditions; something that our customers recognise,” he said. “With both petrol and diesel variants available in both 4x2 and 4x4, it’s a vehicle that fits perfectly with the requirements of customers across Australia and the world.
“When you look at the Ranger model lineup, with key customer-focused features like Bluetooth®2 connectivity, 5-star ANCAP safety across the range and then add in high levels of refinement and capability, it is no wonder customers are flocking to dealers.”
Whickman said with 24 models in both rear wheel drive and 4x4 configurations, including the range-topping Wildtrak 4x4, there was a Ranger to suit most customers looking for a pick-up with the features they want and desire in a pick-up.


NZ success
Ranger’s success has not just been confined to Australia. The pick-up has also been a huge hit across the Tasman, where it outsold the Toyota HiLux for the month of December last year in New Zealand and it has become the top selling pick-up year-to-date this year, according to NZ sales data.

This year, Ranger sales in NZ are 33 per cent up for the first quarter compared to the same time last year.

Critically, the Ranger has not only been the top selling pick-up so far in 2014 but it again also won NZ4WD Magazine’s 2013 4x4 Award of the Year despite being launched in New Zealand in November 2011 and facing stiff new competition.


Source: Ford Media