(from Ford Press
Release) Ranger Max Show Truck Delivers Maximum Capability,
Maximum Style and Maximum Impact
Ranger Max show truck explores future design possibilities for
Ford Ranger compact pickup
Inspired by power tools and active lifestyle equipment,
Ford designers describe Ranger Max's new look as tough style
with power dome and sportsbar as key features
Ranger Max amplifies the urban appeal of Ranger and
reinforces its proven durability and toughness
November 28 – Renowned for its genuine toughness and strength, the
Ford Ranger takes a confident step forward with the debut of the
high-impact Ranger Max show truck at the Thailand International
Ranger Max pushes everyone's expectations of Ranger. Visually bold
and muscular, it takes to the stage at the Ford stand with
confidence, sophistication and craftsmanship. The Ranger Max extends
Ranger's reputation as the best all-around compact truck on the
"We know Ranger is tough and durable, and Ranger Max adds to those
qualities. The show truck does not follow a trend; it sets a new
tough style direction for compact trucks," says Paul Gibson, the
chief designer of the Ranger Max show truck. "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 Ranger Max. Ford's design team incorporated design
cues into Ranger Max that may be seen in future-generation Ranger.
"The Ranger Max is not just about creating show excitement," Gibson
said. "We have a great opportunity to test design themes that may
make their way into production. Ranger Max says exciting things
about the possibilities for truck fans in Ranger's future."
"The tough style of Ranger Max is based on the capability and
versatility that make Ford Ranger the choice of the most demanding
truck owners," said Mr. Saroj Kiatfuengfoo, senior vice president,
Ford Thailand. "Ranger Max's high-impact design and tough style
appeal will excite truck enthusiasts in Thailand."
Delivering Tough Style
Genuine truck toughness
comes from great design and engineering, which means the production
Ford Ranger is the ideal foundation for creating Ranger Max. No
under-skin modification was needed with Ford Ranger to produce
Gibson and his team of designers concentrated on exploring the
limits of tough style. "Ranger Max wasn't meant to be elegant or
pretty. The robust nature of Ranger means that it is the dependable
workhorse, and with Ranger Max we wanted to create a show truck that
is cool as hell."
They took inspiration from things many truck owners know and
appreciate. The distinctive contrast between Ranger Max'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 Ranger Max's theme of tough style as
the ultimate power tool.
Pushing the power tool inspiration a step further, the Ranger Max
design team noted how power tools and similar objects incorporated
words into their design to convey instructions or warnings. Ranger
Max uses 'words' in this same style to accentuate its robust
Ranger Max is full of details like this, such as the word GRAB?
imprinted subtly on the bold, black grab handle in the side of the
sportsbar linked to the cab. Every letter is precisely shaped in a
'truncated' font that complements the toughness and utility the
overall truck design communicates.
Several power tool brands have inspired Ford designers. Other
inspirations for Ranger Max have come from active sports, such as
rock climbing, and the tough, technical products used by active
Just like Ford Ranger, the robustness of these products is
affordable and their designs are purposeful. People buy these
products because they know they can depend on them to get the job
"Ranger is respected," Gibson says, "and Ranger Max amplifies that
identity, which gives it a modern and youthful character that's
really suited to sporting and social activities, too."
Taking Ranger to the Max
With its character as
the ultimate power tool, 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.
Like a high-quality power tool, it's ready for tough use. This means
purposeful matte black plastic accent features and trim items – and
no fussy, fancy chrome.
Ranger Max has innovative features such as a remote-controlled power
tonneau cover for the cargo bed and a distinctive sportsbar that
visually extends the length of the well-proportioned Ford Ranger
side-access Open Cab.
And Ranger Max rides on distinctive, deep-dish, 18-inch alloy
concept wheels and custom technical-look tyres that finish its
This is a Ranger and proud of its tough-truck heritage. RANGER is
boldly embossed in the hood and sidesteps on Ranger Max.
Ranger Max's high impact
establishes a powerful presence wherever it goes. And that bright
orange high-energy colour is officially known as Mango Hit. It is
the colourful creation of Debbie Pascoe, colour and trim manager,
Ranger Max design team.
Its profile exudes power and dominance as well as balanced
proportion. The flexed 'power dome' shape of its hood 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 Ranger Max power and solidity. It's enough to scare
the typical pickup into the gym for serious weight training.
Adding even more dynamism to the profile is the exclusive Ranger Max
sportsbar, which attaches to the pickup 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
"The sportsbar makes a big statement," explains 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 Ranger debuted in 2002 in response
to feedback from tradesmen.
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. These
functional callouts also extend to the Ranger Max fuel inlet, which
is designed to intersect one of the bold wheel arches, labelled
"There's no mistaking the purpose of labels like these on power
tools," Tran explained. "On Ranger Max, they fulfil the same role.
It's the style of purpose."
For example, the vent on each front fender uses hexagon-shaped
details and discrete chrome badging with the word RANGER. MAX
adjoins this Ranger badge to reinforce the show truck's name.
Other design details in the Ranger Max profile include incorporating
the side repeater lamp into the side mirror. The lower bodyside,
with two-piece interlocked sidestep look, was inspired by
rock-climbing carabineers and other outdoor gear you trust with your
Ranger Max's stance communicates power, purpose and athleticism. The
design team has crafted unique, 18-inch alloy concept wheels for
Ranger Max. These deep-dish, six-spoke wheels – with black graphic
funnel shapes to their centres – are must-have sporting accessories
perfectly suited to Ranger Max. Featuring large offsets, the wheels
build on Ranger Max's distinctive tough style.
Big P285/60R18 tires with a chunky tread pattern give Ranger Max the
footwear and traction it needs to accomplish any job or adventure.
The bold wheel arches with cog-shaped detailing reinforce Range
Max's stance and its purpose. Explosive, dynamic side graphics on
the fenders and lower doors are inspired by the high-impact of
A New Face of Possibilities
Ranger Max is about
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," said
"There are design elements we are developing and 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
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. Ranger Max adopts dynamic, modern headlamps
which angle at the top to communicate energy and movement.
More robustness cues abound in the front design. Here, the
power-dome hood is a dominating shape. Its leading edge features an
integral hot-air vent and reinforces that Ranger Max is a tough,
Self-confident Ranger branding – embossed in the top of the front
grille surround – is another proud aspect of the front design.
Two major design elements link together to form the dominant frontal
look of 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 Ranger Max.
Powerful Pulling Away
Ranger Max has presence
on the road. Its bold rear design is the combination of proportion
and details such as the pronounced contours of the tonneau cover
which emulate the power bulge on the bonnet. The distinctive
sportsbar integrates the cabin area with the tonneau cover.
Continuing rearward, Ranger Max is neatly finished off with a
tailgate cladding embossed with RANGER and a pair of unique tail
"We're really excited about the Ranger Max because we've been able
to define a tough style and apply it to Ranger. It is credible and
very believable. Ranger Max amplifies the reputation of our truck,"
said Tran. "There's nothing minimal about the Ranger Max."
Star at Thailand International
International Motor Expo 2008, with Ranger Max as the star
attraction for Ford, runs from November 28 to December 10.
"We recognise that Thailand is the home of Ranger for Asia Pacific,
and from Thailand we export Ranger around the world. We know Asia is
a fusion of many cultures, and we look to Thailand as a wonderful
blend of tastes, styles and emerging ideas. For this very reason, we
decided to create Ranger Max in Thailand and show the high-impact
truck to the world at Motor Expo," said