With a host of worthy upgrades in terms of shape, design, and added modern conveniences; the new 2023 Ford Ranger is sure to maintain its position as the “king of sales” in the pickup truck segment in the Vietnamese market.
Looking at the sales statistics, it can be easily seen that Ford Ranger is the dominating name in the pickup truck segment. For example, in July 2022, Ford Ranger delivered 1,306 vehicles to customers – nearly double the number of vehicles sold by the second-place Mitsubishi Triton (with sales of 756 vehicles) – and accounted for over 60% of the market share (2,146 vehicles – according to VAMA’s announcement).
Not only does Ford Ranger outshine its Japanese competitors, but it is also considered the trump card of the American brand – as it accounts for 50% of Ford’s sales volume in the Vietnamese market – meaning that for every two Ford vehicles sold, one of them is undoubtedly a Ranger.
These “rough” statistics are enough to show the strong leading position of Ford Ranger. However, all of these are stories of the past. What about the future? Will the new generation of Ford Ranger continue to maintain its leading position?
In order to fulfill this challenging task, Ranger must maintain its versatility, suitability for various situations, and multi-purpose nature. The “king of pickups” balances between off-road capabilities, a solid driving experience, passenger comfort, and eye-catching design suitable for daily urban commuting. But what is the reality?
Sporty, modern, eye-catching design
The first notable point when placing the 2023 Ford Ranger next to its predecessor is that the size of the vehicle has changed, becoming more imposing than the previous version. The American manufacturer has increased the length and width of the wheelbase by 50mm by pushing the front axle forward. Specifically, the new generation of Ranger has dimensions of LxWxH: 5,362 x 1,918 x 1,875mm – with a wheelbase length of 3,270mm.
Next, the “king of pickups in Vietnam” has truly transformed and made a strong impression right from the first look. The 2023 Ford Ranger has abandoned the rounded lines of the past and adopted a new modern design, with sharp muscular lines appearing all over the vehicle – inheriting from its predecessors such as the F150, Raptor, and Everest.
The bonnet with two embossed lines, combined with the elongated front grille, makes the face of the 2023 Ford Ranger appear more angular and rugged than ever before. The LED daytime running lights in the shape of a C surround both sides – a detail that strongly reflects the design DNA of Ford’s global models – bringing a modern and youthful touch to the “king of pickups”.
On the top-of-the-line Wildtrak version, Ford Ranger is equipped with a matrix LED lighting system similar to the Everest – a system that not only outperforms competitors in the same segment but also surpasses all higher-priced mainstream D-segment SUVs.
This matrix lighting system is extremely useful. Specifically, unlike other auto-dimming headlight systems that dim the high beam when encountering other vehicles, Ford Ranger Wildtrak 2023 automatically dims the surrounding lighting to avoid glare, while still maintaining high beam function to ensure visibility in other areas.
As soon as you step into the cabin, press the brake pedal and press the Start/Stop button; the “eyes” of the Ford Ranger will switch on and off with gentle sequential white lights that gradually illuminate from the outside to the inside – showcasing the operational feature of the matrix lighting. This unique startup screen is like a brilliant and beautiful light show that welcomes the owner, providing a refined and impressive experience no less than any luxury car.
Accompanying this modern matrix lighting system are advanced driver assistance features fitted to the top-of-the-line Wildtrak version, including: a 360-camera with 4 cameras located in the front, rear, and both sides of the mirrors; a camera system on the windshield that assists lane-keeping and collision avoidance functions.
Additionally, the Ranger 2023 on the top-of-the-line version features robust six-spoke wheels measuring up to 18 inches. It comes with side steps, roof racks, and sidebars on both sides of the cargo bed.
Speaking of the cargo bed, Ford Ranger 2023 has also increased the size of the cargo bed by widening the wheelbase by 50mm. The top-of-the-line version of the vehicle has a lined floor and walls made of molded plastic material that has anti-slip and scratch-resistant properties. Ford has cleverly arranged slots and hooks around the cargo bed so that users can easily customize the space by dividing the cargo bed into multiple smaller compartments according to their needs.
Even the bed liner has pre-drawn markings and has a position to hold a clamp, allowing users to tilt and transform the truck bed into a convenient workstation, easily and conveniently processing mobile materials.
Three equipment that demonstrates Ford’s understanding of Ranger 2023 users include: side steps arranged on both sides of the rear end – positioned next to the rear wheel arch; an extremely easy-to-open and close tailgate with just one finger, and two power outlets in the cargo bed. This shows Ford’s determination to turn the Ranger into an extremely versatile and convenient choice for customers, like a “5-seater SUV in the pickup truck segment.”
Abundant modern conveniences and equipment
Compared to the previous version, the interior of the 2023 Ford Ranger has also been completely transformed in terms of design and equipment. Similar to the exterior design of the vehicle, the round design language has been completely replaced by slender lines but extremely angular, in the style of “meaty shoulder muscles” – providing a sporty feeling.
The details that stand out the most are the air conditioning vents, the rotary switch for steering mode selection, and the three round knobs for air conditioning adjustment and volume control. Compared to Japanese competitors, it can be confirmed that the 2023 Ford Ranger offers a more similar feeling to a passenger car (specifically a 7-seater SUV) than a “real truck atmosphere”.
Along with the modern touchscreens, Ford equips every 2023 Ranger with an 8-inch display located behind the steering wheel and a vertically positioned infotainment screen with a size of 10 to 12 inches. This is a strong blow to Japanese competitors who still struggle with analog gauges behind the steering wheel and small, feature-poor central infotainment screens.
Paired with these two very modern screens is SYNC4 technology and full smart connectivity, including wireless Apple CarPlay and Android Auto, wireless charging, USB, Type-C port, 12V socket, and power outlets.
The standard 6-speaker audio system provided on all versions of the vehicle is not a strong point of the Ranger 2023. The car only ensures basic music listening capabilities, but is not “extraordinary” in terms of deep, powerful, or detailed bass tones, while the mid-range and treble sounds are bland and lack detail.
In the top-of-the-line Wildtrak version, the 2023 Ford Ranger is equipped with vinyl leather seats, a material that restricts heat absorption; while other versions are only equipped with fabric seats.
Along with that, Ford Ranger 2023 is also equipped with an electronic parking brake with Auto hold, making the vehicle’s cabin neater and more modern. The vehicle also has 6 different driving modes – inherited from its big brother, the Raptor – and a 360-degree camera system that provides a sharp view – at a completely different level compared to the blurry, poorly displayed 360-degree camera system found in some competitors.
And not to be outdone by the competition, the top-of-the-line 2023 Ranger also features an advanced automatic driving assistance package, including features equivalent to other pickup trucks such as Adaptive Cruise Control (with Stop and Go support), lane departure warning and lane-keeping assist, front and rear collision warning and avoidance, blind-spot warning, emergency braking, and rear collision braking.
In terms of convenience, Ford Ranger Wildtrak 2023 is equipped with automatic anti-glare mirrors, dual-zone automatic air conditioning with rear vents, 6-way power-adjustable driver’s seat, and a secondary trunk on the dashboard with a cup holder with cooling/heating function right next to the air conditioning vent.
Meanwhile, other versions of the vehicle come with standard textile seats, manual air conditioning, and manually adjustable seats. However, the convenient paddle shifters are still present on all versions of the Ranger.
A driving experience close to an SUV
With a sales volume accounting for over 50% of Ford’s sales in Vietnam; it is not surprising to conclude that Ranger is a truly American-inspired vehicle. This is shown very clearly through the powerful closing sound or the extremely solid driving experience.
In the two previous generations, both the Ranger and Everest were developed by Ford Australia on the T6 chassis platform. Although this duo was only sold in some Asian and Latin American markets, in reality, they also appeared as vehicles in Europe – not in the commercial vehicle form but as special versions for the NATO military organization.
To become light-duty transportation vehicles for the NATO military, the Ranger and Everest had additional equipment and suspension system refinement; however, there was no need to modify the diesel engine or the T6 chassis – proving the reputation of Ford’s high-standing high-clearance vehicles.
Returning to the 2023 Ford Ranger, thanks to the increase in length and width of the wheelbase, the vehicle possesses better off-road capabilities with improved approach and departure angles. The ability to control the vehicle when entering corners at high speeds is also more stable thanks to the continued strength of the second-generation T6 chassis platform. The placement of shock absorbers has also been moved outside of the chassis, providing better impact absorption capabilities.
Although equipped with power-assisted steering, the steering wheel of the Ford Ranger still provides a very firm grip, rather than being too light like Korean models. Especially, when driving in urban areas, the driver can steer very lightly and quickly – not exerting as much effort as driving a pickup truck with hydraulic power steering like other competitors.
The 2.0L Bi-Turbo diesel engine in the top-of-the-line Ranger delivers 210 horsepower and 500 Nm of torque. This power is sufficient for users to operate the vehicle under normal conditions. When combined with the 10-speed automatic transmission, the engine runs smoothly at 1,000 – 2,000 rpm, providing fuel efficiency and superior sound insulation.
The other versions of the Ford Ranger are equipped with a 2.0L single-turbo diesel engine with a 6-speed transmission, delivering 170 horsepower and 405 Nm of torque – still very “stress-resistant” for use in various situations, whether it be working on a construction site or casually enjoying a coffee in the city.
Especially, driving the Ranger 2023 on the top-of-the-line Wildtrak version has become much more relaxing, thanks to the extremely useful assistance of advanced driving support technologies. On highways, the vehicle will automatically control speed and follow the vehicle in front; steer according to the lane; and adjust the headlight beam. Even in urban areas, the driver can control the vehicle to follow the vehicle in front in heavy traffic or continuous red lights thanks to Adaptive Cruise Control with Stop and Go support.
Besides, real-world experiences also show that the rear vehicle detection and automatic braking when reversing on the 2023 Ford Ranger are quite sensitive.
In conclusion, with prices ranging from 659 to 965 million Vietnamese dong, the 2023 Ford Ranger will undoubtedly continue to maintain its position as the top pickup truck in the Vietnamese market. The new generation brings about comprehensive changes: from design, features, driving experience to passenger comfort and convenience.
Compared to its Japanese competitors, the 2023 Ford Ranger offers a feeling that is closer to a passenger car (specifically a 7-seater SUV) rather than a “real truck atmosphere” like “genuine trucks”.
In addition, with 6 versions of the Ranger, including XL, XLT, XLS, and Wildtrak – which Ford has carefully researched the market for – spreading products with suitable equipment at all price segments, rather than focusing on the highest and lowest price points while leaving a gap in the range of 700 – 800 million Vietnamese dong for Japanese competitors as before.
Anh Phan (Tuoitrethudo)
