Ford shifts its strategy toward high-performance luxury with the new Ranger Raptor V6 and Everest. Discover Ford’s bold move into the premium market.
Ford Vietnam has recently sent shockwaves through the automotive community with a strategic overhaul of its product lineup. Moving away from the budget-friendly segments, the American giant is now doubling down on the premium market, centering its “weaponry” around high-displacement engines and luxury features for vehicles priced above one billion VND.
A Strategic Shift Toward the High End
For years, Ford was known for offering a wide range of vehicles, including entry-level options like the EcoSport. However, that era has passed. Today, Ford’s entry point is the Territory—a C-segment SUV starting at approximately 739 million VND. Everything else in the portfolio, including the legendary Ranger and the versatile Everest, now comfortably sits in the premium bracket.
This is not a random change but a calculated business move. By focusing on the high-end segment, Ford is differentiating itself from a crowded field of budget competitors, leveraging its brand strength to attract customers who value performance, prestige, and cutting-edge technology over a low price tag.
The Beast Unleashed: Ranger Raptor V6 3.0L EcoBoost
The crown jewel of this new offensive is undoubtedly the Ranger Raptor V6 3.0L EcoBoost. Long-awaited by truck enthusiasts, this model transforms the Raptor from a rugged workhorse into a true high-performance machine.
Under the Hood
While the diesel version is a powerhouse of raw strength, the V6 gasoline engine offers an entirely different experience. It delivers a blistering 391 horsepower at 5,650 rpm and a massive 583 Nm of torque at 3,500 rpm. With a racing-inspired anti-lag turbo system, the Raptor V6 provides explosive acceleration and a visceral engine note that thrills the driver.
Precision Engineering for Off-Roading
To handle this immense power, Ford has equipped the Raptor with:
- Next-Gen Fox 2.5-inch Shocks: Featuring electronically controlled adaptive terrain valves for real-time adjustments.
- Driver-Centric Cockpit: Deeply bolstered seats to keep the driver secure during intense off-roading.
- Advanced Tech: Alloy paddle shifters and a “MyMode” function to customize exhaust sound, suspension settings, and driving modes.
Priced at 1.448 billion VND, the Raptor V6 isn’t just a truck; it’s a statement of dominance, positioning Ford a step above its rivals in both performance and prestige.
Expanding the Lineup: Wildtrak V6 and Everest Gasoline
Beyond the Raptor, Ford is diversifying its premium offerings to capture different types of high-spending customers.
The Wildtrak V6 3.0 Diesel
For those who want a premium experience without the extreme off-road focus of the Raptor, the Wildtrak V6 3.0 Diesel (priced near 1.1 billion VND) is the ideal choice. It is designed to go head-to-head with the top-tier Toyota Hilux and Mitsubishi Triton, offering a blend of sophisticated design and flexible performance.
The Refined Ford Everest Gasoline
In the SUV segment, Ford is expanding the Everest’s appeal by introducing a 2.3L gasoline turbocharged engine. While the diesel versions have long dominated for their ruggedness, the gasoline variant targets families and urban professionals.
The gasoline engine provides a smoother, quieter ride with significantly reduced noise and vibration. It offers a refined driving experience that is perfectly suited for long family road trips, ensuring maximum comfort for all passengers without sacrificing the SUV’s signature presence.
The Future of Ford in Vietnam
Ford’s decision to prioritize “big engines” and luxury specs shows immense confidence in its brand equity. By catering to a niche but lucrative group of enthusiasts and high-net-worth individuals, Ford is creating a moat that competitors will find difficult to breach.
While the current focus is on internal combustion power, Ford remains agile. As Vietnam’s automotive landscape evolves toward electrification, the company is well-positioned to introduce hybrid versions of the Ranger and Everest, ensuring they remain at the forefront of the premium market.