Why Ford's Ranger Tremor is a limited-time deal

DESPITE their similarities and nomenclature, it seems peculiar that the Ranger Tremor and related Everest Tremor will be offered as quite different prospects in the Australian market.

 

The Ranger Tremor utility will arrive as a limited-edition offering, with just 1150 units being offered to the market, while the Everest Tremor will become a full-time part of the importer’s Large SUV portfolio.

 

Speaking with GoAuto at the launch of the Ranger Tremor in Melbourne this week, Ford Australia marketing director Ambrose Henderson explained that the existence of already off-road capable variants within the Ranger line-up – coupled with the restricted availability of production slots at its Thai manufacturing plant – meant the decision to offer temporary and permanent Tremor models was one best suited to customer preferences.

 

“It is always difficult to balance that decision, and there were a couple of things that helped make up our mind,” he said.

 

“We have a lot of Ranger variants, and we need to balance the complexity in the manufacturing plant. The way we were able to deliver Wildtrak X or Tremor variants is essentially to do a batch build.

 

“The Ranger Tremor will be built from July through October, so we set up the plant, deliver the models, and move on. Whereas if you make it an ongoing series, we’ve got to have the plant ready to make that (change) all the time.”

 

Mr Henderson said exclusivity of special edition vehicles was another factor Ford Australia wished to maintain, saying customers enjoyed the ownership experience associated with a limited-volume model.

 

“The other side to that is that we know in this space that owners like to modify their cars. There is a real interest, an enthusiasm in personalising the Ranger, and that’s why keeping these products (limited edition models) a little bit unique contributes to that ‘want’ in the market,” he detailed.

 

“Like everything, we’ll assess the performance. If the Ranger Tremor goes wild and we can’t satisfy demand, then we’ll look at adding it. Obviously, we reserve the right to consider those things.”

 

With so few Ranger Tremor variants up for grabs – and Ranger topping sales in its category – it was assumed the allocation of the special editions would be in high demand. Wildtrak X variants, launched as a limited edition this time last year, sold out in a matter of weeks.

 

Yet, Mr Henderson seemed reluctant to detail early interest in the less expensive Tremor.

 

“At this point we can’t say where we’re at with expressions of interest or deposits. That will come soon, and we expect it (demand) will be pretty hot,” he said.

 

When asked specifically why the Everest would be offered as a full-time model when the Ranger Tremor would not, Mr Henderson reiterated his standpoint that each attracts a different customer.

 

“The Everest is a different proposition. The Everest line-up is not as complex (as the Ranger’s), so for Everest, Tremor will be an ongoing model for different reasons,” he stated.

 

“The target (audience) and setup for the two models is a bit different, and that’s why the decision stands around whether it is a short- or long-term proposition.

 

“For Ranger, we’re looking at a touring customer with a lower price point. It’s based on the Sport with the 2.0-litre bi-turbo engine (and) we think for that specific customer we have the setup to best support this combination.

 

“The Everest will come with the V6, because it’s built off the Sport product in that line-up. Although not all the specifications are the same. It will appeal to a slightly different customer (than the Ranger), those more biased towards off-road (use).

 

“In Ranger we already have that option available,” he clarified.