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Mission: New for 2009, the Ford Ranger gets a distinctive, muscular Tough Style exterior. With genuine class-leading TDCi power and performance, the compact pickup not only looks tough. It is tough.
Expect to see this headline describing the new Ford Ranger in the media soon. After all, it was a slogan coined by the journalists themselves during the regional media drive for the compact pickup in Thailand last week.
It was at the end of the first day of the drive and the journalists were thinking of words to describe the Ranger after listening to APA chief designer Paul Gibson’s presentation on the truck’s “Tough Style”.
Pretty? Elegant?
No, no, and no, said Gibson.
But they finally agreed on “tough but not rough”. Not rough and unrefined like a traditional agricultural workhorse but sleek and stylish with the polish of high-end quality products.
“The new face of the Ranger won’t be out of place in a parking lot in the mall, yet the styling’s also not too soft for the farm,” said the editor of a top motoring magazine in the Philippines. “The styling’s struck the right balance between the country and the city.” Read more
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