Ranger Super Duty: How one Customer Conversation Sparked the Idea
Some of our best ideas, like a great rock song, aren't born from a predetermined formula. They emerge organically from a moment that instantly resonates, and everyone just knows it’s going to be a hit. That's exactly what happened with the new Ranger Super Duty.
It’s a story about listening to our customers, asking the right questions, and transforming a conversation into a vehicle that will redefine its segment.
Six years ago, Gary Boes, then GM of Global Trucks, and I were sitting down with one of our largest Australian fleet customers. We were there to talk about the next generation Ranger and understand what was working and any pain points they faced. A recurring theme was costly and time-consuming modifications that were critical to the work they do.
Walking out, the mission was clear. Our heavy duty customers needed a mid-size truck that could carry almost 2 tonnes of payload, tow up to 4.5 tonnes, and be incredibly capable off-road. Nothing existed in the Australian market that could do all this, backed by a full factory warranty.
That conversation was the genesis for the idea of the Ranger Super Duty; a direct answer to a real-world problem, embodying our 'You Spoke, We Built' philosophy.
What truly struck me was how quickly the concept gained momentum. It just made sense, cutting through corporate complexities to ensure we could deliver as quickly as possible. Our dedicated Australian team, with their century of local experience, embraced the challenge.
We infused the legendary strength of the Super Duty nameplate into the Ranger, baking in a new level of capability that our customers said they needed to be more productive and efficient. Applying the 'Super Duty' badge outside the North American F-Series for the first time was a big deal, and it truly earned its place.
Fast forward to the past few months, where I’ve been hitting the road in a prototype Ranger Super Duty across regional Australian roads. It wasn't about testing its outright capability; it was about getting it into the hands of the people who'd rely on it day in and day out – dealers, farmers, mechanics, construction companies, mining teams and your everyday Aussie.
The feedback has been consistent: they all tell me this vehicle is a game changer for the toughest jobs in the country. Hearing that directly, seeing their reactions, solidified everything we believed about this truck.
The excitement for the Ranger Super Duty has been palpable. Not just with customers but with the entire Ford Australia team. They did a phenomenal job, creating a truck that can truly tackle anything, in some of the harshest conditions on Earth.
This is more than a new model; it's a solution born from deep listening. And I’m incredibly proud to announce the Ranger Super Duty is arriving ahead of schedule, with customer deliveries starting later this year.
About Ford Australia
Ford Motor Company of Australia Pty Limited is a subsidiary of Ford Motor Company, founded in Geelong, Victoria, in 1925. The company designs, engineers, and imports award-winning and best-selling cars, SUVs and trucks, including Puma, Escape, Everest, Focus, Fiesta ST, Ranger, Ranger Raptor, Mustang, Mustang Mach 1 and Transit.
Australia is a key product development hub for Ford, with the company investing more $2.5 billion in research and development in Australia between 2016-20. More than $500 million is expected to be invested in our Australian operations in 2021.
Ford is Australia’s largest automotive employer, with a team of over 2,500 engineers, designers, technical, automotive and other specialists working at four locations across Victoria. Australia-based engineers and designers lead the development of award-winning vehicles sold in more than 180 markets globally, such as the Ford Ranger pickup and Ford Everest SUV.
