SDAC Ford introduces a new brand positioning for Ford Ranger - “Live the Ranger Life”

KUALA LUMPUR: The iconic Ford Ranger pickup has transformed over the years from being just a truck for work to the vehicle that fulfills every need and lifestyle choice of a diverse range of customers. Celebrating the success of the pickup’s evolution is a new brand positioning expression - “Live the Ranger Life.” The new brand philosophy was unveiled by the Sime Darby Auto ConneXion today, which is the sole distributor for Ford cars in Malaysia.

The five guiding principles that express the “Live the Ranger Life” spirit are -

• “We Make Our Own Fun” - fun in driving and in living
• “Up and Over” - tackling challenges
• “Bring Others Along the Journey”  - family and friends
• “Can’t Help but Help”  - assistance to others
• “Carve Our Own Path”  - being bold and fearless in life

These were gathered through a global survey conducted by Ford across its markets.

On the Ford Ranger’s new brand positioning, Turse Zuhair, Managing Director, Sime Darby Auto ConneXion commented “Live the Ranger Life is spot-on in personifying how the Ranger is more than a purely utilitarian workhorse. It is now leading the pack as a versatile and premium truck that is increasingly purchased for lifestyle reasons that people aspire to own. Customers are choosing to purchase a Ranger not just for work, but also for play and family, thanks to its renowned strength, engineering capabilities, smart technologies, luxurious cabin and passenger vehicle features,” 

“These five values reflect the way that Ranger owners and those aspiring to own one go about their lives. They are always open to new experiences. They are fearless in tackling challenges not just on or off-road but also in life. They form kinships with each other and enjoy having their own fun adventures. They are also always finding ways to give back the community and support others in need. And in everything they do, they make a point to go over and above,” added Zuhair.

SDAC’s e-commerce website will soon introduce a new lifestyle store featuring exclusive Ford merchandise for the Ranger pickup.

Also read: Next-generation Ford Ranger extreme off-road testing underway