Interior space hasn't really grown much compared to its predecessor, however there's pronounced improvement in the seat support and design.  Covered in a velour-type material, the Ranger XLT's seats are sporty, supportive and well-designed.  As for storage, there's an abundance of them inside the Ranger--at least 4 cup holders in front as well as a nifty map holder just above the glove box.  The large center storage bin has been retained as well, but is still a single tier design like the previous model's.

Unlike the newer pick-ups such as the Toyota Hilux, Mitsubishi Strada or even the Isuzu D-MAX, the rear seat room of the new Ford Ranger continues to disappoint.  Clearly, chassis components were carried over from the previous model as evidenced by similar mounting points for the doors (good swing-out angle from the front doors, rather acute for those in the rear).  Like before, seating at the back is best left for emergencies with its upright back, hips up position.  Even when the front seats are pushed a bit forward, taller occupants will not like the rear accommodations of the Ranger.  There's dual cup holders for the rear occupants as well--and although that's very thoughtful of the designers, it certainly robs more of the already precious interior room.

Planning to bring the new Ranger off-road?  You're certainly in luck as this one's designed from the ground up to be a capable mud plow.  Unlike the other shift-on-the-fly systems found on the newer pick-ups though, the Ranger still requires the engagement of its RFW (Remote Free Wheel) switch--again similar to the one on the previous model.  What makes the new Ranger different from the rest of its rivals is that underbody plating for the drivetrain is standard and so is a two-piece front bumper.  This means repair can be less costly on the Ranger.

Ford usually gambles on the value card in order to sell its products here, but that's not the case with the new Ranger.  For those who need to know, the Ranger model line starts at P 775,000 for the no-frills, fleet-oriented XL model and will go up as high as P 1,306,000 for the 4x4 XLT M/T (no price was indicated for the 4x4 XLT A/T model).  With the amount of kit involved, it surely sounds like a reasonable price, but taking into account its other rivals--don't be too sure anymore.  For example, the Ranger doesn't even come with a bedliner and third brake lamp as standard!

Marketing folks at Ford say that the Ranger is a "Can Do Tough Truck", there's no denying that.  Certainly it looks tough and has a drivetrain to die for.  However, this "tough" attitude also underlies the Ranger's weakness.  Like pick-ups of the past, it concentrates big time on hauling and pulling power and putting occupant comfort (especially for the back seats) second.  The launch of the Ranger also coincides with the change of marketing tagline for Ford.  "Making every day exciting" is their new motto--and while it may be true for its Focus and perhaps even its Explorer and Escape models, it's harder to see it in the Ford Ranger.  Car junkies will surely appreciate all the power and the torque, but it must be remembered that a good engine must be packaged in a sound and glitzy package to attract even the most casual car buyer.  Why do you think the Toyota Fortuner is so successful?

Perhaps nailing the Ford Ranger's coffin shut is a bit premature.  But it must be noted that we arrived at the Ranger's launch in Mitsubishi's all-new Strada.  And after milling around inside the Ford, I'd still vouch my money on the Strada as the better all-rounder and top Pick-Up of the Year contender.  The people at Ford may think I'm smoking weed as I write this, but they should think of this as a challenge.  There's still a chance to exhume the Ranger from automotive hell and that's through a full road test.

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