Ford isn’t taking any prisoners when it comes to the introduction of its Ranger PHEV (plug-in hybrid), openly dismissing the BYD Shark 6 and GWM Cannon Alpha PHEV as serious rivals.
Ford confirmed long-awaited details for the Ranger PHEV recently, including a starting price of $71,990 (plus on-road costs) for the XLT variant and stretching to $86,990 for the Stormtrak hero model. That’s a significant price gap above the $56,990 (plus on-road costs) BYD and $63,990 drive-away GWM, however, Ford is adamant that neither of the Chinese rivals have the ‘no compromises’ capability that Ford believes ute buyers prefer.
Ford has confirmed the Ranger PHEV will be able to tow up to 3500kg, have a 937kg payload and offer 4x4. By contrast, the Shark 6 can only tow up to 2500kg and has a 790kg payload, while the bigger GWM Cannon Alpha PHEV can tow up to 3500kg but only has a 685kg payload.
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However, the Ranger PHEV is massively short of its Chinese rivals when it comes to electric-only range, with Ford claiming just 49km compared to 100km for the Shark 6 and up to 110km for the Cannon Alpha.
But Ford Australia marketing chief Ambrose Henderson believes ute buyers will prioritise capability over EV range. He made it clear that Ford is putting its focus on practicality over anything else to ensure its electrified commercial vehicles
“ So there are really important things that we will not compromise when we deliver our products,” he told CarsGuide.
He added: “If I dwell on Ranger PHEV for a second, it is the only product in that segment that offers an electrification solution that also doesn't lose any of its capabilities. Still tows 3.5 tonnes, still has a payload, can still go true 4x4-ing. And so for us, we are absolutely fixated on that. When we deliver our products, it's about delivering what customers want and not compromising on that.”
It’s worth noting that the payload of the Ranger PHEV does change dramatically depending on the model, with the XLT rated to 973kg but the Stormtrak can only manage 808kg, which is still ahead of both the BYD and GWM, but is a significant drop. Still, Ambrose double-downed on Ford’s opinion that neither the Shark 6 nor Cannon Alpha can truly compete with the Ranger PHEV.
“So you think about Ranger PHEV it really is the only transitional technology in that segment that has no compromise to capabilities. Full stop,” he said. “There's no-one else that is bringing that to market this year, a product that has a transitional technology that is going to deliver amazing things the segment's never seen in terms of Pro-Power onboard, in terms of cost of ownership, in terms of total range and pure electric range. No one else is going to be able to deliver what that product is, in this time frame.”
