Currently holding a 41 percent share of the 4x4 pickup truck segment (24 percent including the 4x2 segment), the FX4 MAX is the 14th variant of the Ranger available locally, and joins the revamped 2021 Ranger line-up launched last month.

According to Ford Philippines president and managing director PK Umashankar, the launch of the FX4 MAX underscores the strong acceptance of pickup trucks not just as workhorses, but as lifestyle vehicles.

“The Ranger FX4 MAX was originally conceived for the Australian market”, explains Umashankar. “However, realizing that markets such as the Philippines is now veering away from traditional vehicles to pickup trucks to serve as family vehicles, Ford, in a regional capacity, took their leadership position to further refine their product offering. The introduction of the FX4 MAX to markets such as Thailand and the Philippines says we are listening.”

Priced at P 1.698 million, the Ranger FX4 MAX is more affordable compared not just to the Ranger Raptor, but even to the Ranger Wildtrak 4x4.

The overlapping pricing and specs aren’t fazing Umashankar though.

“As far as we’re concerned, there’s abundant clarity between the new Ranger FX4 MAX, Ranger Raptor, and Ranger Wildtrak,” he says. “It’s just all about guiding the customer through his or her purchase journey.”

Umashankar explains that there two types of Ranger customer—one that goes for sporty, and the other going for premium. The latter is served by the Ranger Wildtrak—a more urban-oriented pickup truck filled with smart features such as Active Park Assist and optional bed roller. Meanwhile, the former is served by the Ranger Raptor—Ford’s uncompromising halo model with the best they have to offer. The new FX4 MAX sits just below that, serving as the ultimate off-road adventure truck.

Think how Ford positions its “ST” and “RS” lines, and it won’t be too far off the mark.

And quizzed whether Ford will offer the Ranger FX4 MAX’s 2-inch Fox shock absorbers as a genuine accessory, Umashankar had this to say: “Each Ranger model comes with a brand promise—that there’s a certain level of performance, comfort, and reliability built in. If we were to offer the Fox shocks, it has to pass those standards. As of now though, we haven’t really thought about offering it to the aftermarket, but we are carefully studying the market.”