As Ford leverages Africa’s frontier markets for expansion

Last week, Ford assembled journalists across the Sub-Saharan African countries in Cape Town, South Africa, to witness and test drive its newly unveiled Everest, Raptor and Ranger Wildtrak. BENJAMIN ALADE, who was in Cape Town, writes that the models promise to redefine the fast-growing African automobile space.

On a three-day drive of the new products through different terrains, including hilly mountains to off-roads and expressways, the next-generation of Ford Everest models were tested and they showed adventure-ready capability with exceptional comfort and customer-focused technology in a rugged, refined and fun-to-drive sport utility vehicle (SUV).

Engineered to excite, Everest was built for the adventurous with capability at its core. Inside, premium levels of craftsmanship have created a quiet sanctuary for up to seven occupants, while class-leading technology and safety make every journey memorable.

Ford also put the global pickup world on notice by revealing the smartest, most versatile and capable Ranger ever, delivering an even more desirable pickup partner for customers.

Using years of Ford truck expertise and a deep understanding of truck customers, the company collaborated with customers around the globe to create a vehicle and ownership experience that next-generation Ranger owners can rely on for everyday life.

Managing Director, Ford Northern and Sub-Saharan Africa, Achraf El Boustani, described the new-gen Everest as designed with only the customers in mind, adding that Everest owners are people who like adventure and recreation. Boustani said whether they are conquering sand, rocky paths or city life, customers will appreciate the utility, capability and space of the SUV and this is where the New-Gen Everest excels by being tough on the outside while providing a sanctuary on the inside, matched to amazing capability underneath.

Three grades of the New-Gen Everest are available at launch: XLS, XLT and Limited. Taking dominance and performance to new heights. They feature the 2.3-litre petrol engine and Ford’s advanced 10-speed automatic, linked to an electronic shift-on-the-fly on a part-time four-wheel drive system.

Boustani also described the Ranger as a truck that has always been a trusted partner to all in over 180 markets around the world. He said with the new Ranger, it delivers not just a product customers will love, but always-on experiences that will help build strong and lasting relationships with them.

President, Ford Africa, Neale Hill, said, “When we re-imagined the Ranger, we set out to create more than just a great new pickup truck; we set out to design a great experience as well. We are a family company and we want our customers to feel like part of our family.”

Rugged outside, sanctuary within
Everest is sleek and modern, with a wider track and longer wheelbase enabling designers to create a more progressive, muscular appearance. Ford’s global design DNA is reflected in the C-clamp headlamps and strong horizontal upper grille bars. The front end also has a mix of horizontal and vertical elements, which add to the stable appearance.

On the sides, there is a strong shoulder line front to back, while the wider track results in a more dramatic swell over the wheels, enhancing the strong and modern look. It may be tough and rugged on the outside, but what customers see in the interior is different, which is a sanctuary.

“One of the first things you’ll notice when you get inside Everest is how quiet it is,” El Boustani said. “The refined interior has been carefully designed to be a quiet place in which you can easily make conversations and enjoy the journey together.”

Designers also put a lot of thought into the function and feel of the interior, taking inspiration from modern homes and bringing in plush materials, premium finishes and ambient lighting. Everest’s sense of space is amplified by the full-width coast-to-coast instrument panel and center console with dual cup holder recesses, plus dash-mounted ‘pop out’ cup holders for front seat occupants.

Comfort and convenience are raised to even greater heights with the inclusion of integrated wireless charging on XLT and Limited series, an electric parking brake and a svelte new leather-trimmed e-Shifter on the range-topping. As befitting its flagship status, the top-spec model is also equipped with heated 8-way power-adjustable front seats.

Access to the third-row seats is much easier thanks to second-row seats that slide further forward better. Additionally, all occupants now have more places to store things, while charging devices is easier with power outlets in all three rows. This includes a windscreen-mounted USB charging port, USB ports in the front and center consoles, along 12-volt sockets up front, for backseat occupants and in the luggage compartment.

Ford has prioritised flexible seating in the New-Gen Everest; the second row slides with a 60:40 split seatback, and the 50:50 split third row in the seven-seater configuration. Importantly, both the second- and third-row seats have been designed to fold flat to allow for long loads to be carried safely.

To stop items falling out of the back when the tailgate is lifted, the design team created a small lip, the “apple catcher” valley, at the rear of the cargo area. The team also created an underfloor storage space that helps keep the rear organised.

Customer-focused technology
In addition to a more refined and comfortable interior, Ford focused on incorporating the latest connectivity and technology features into the New-Gen Everest. In place of traditional analog clusters, XLS and XLT come with an 8-inch digital instrument cluster, with an engaging 12.4-inch version on the limited. Both XLS and series boast a large high-resolution portrait 10-inch touchscreen, while the Limited series is equipped with a 12-inch touchscreen.

New-Gen Everest is loaded with Ford’s latest SYNC® 4A system, which comes customer-ready with its voice-activated communications, entertainment, and information systems. Linked to the wireless charging functionality, the system also incorporates wireless Apple CarPlay and Android Auto to seamlessly integrate your smartphone functionality.

On the top-spec model, the portrait-orientated screen also is linked to a 360-view Digital Camera to make parking a breeze in tight urban spaces or assisting when negotiating particularly tricky terrain while out exploring.

New-Gen Everest customers told Ford that they wanted power and torque for towing, carrying heavy items and off-roading, so the team selected Ford’s proven 2.3-litre petrol engine and refined it for the Everest, making it a perfect range-topping match with 202kW of power and a hefty 420 Nm of torque. The 2.3L petrol spearheads the line-up and is mated to Ford’s advanced 10-speed Selectshift automatic transmission.

Engineered for adventure
A 50mm increase in Everest’s track helps deliver a more controlled ride on-road, while tweaks to damper settings allowed the team to inject more fun and control into Everest’s ride in all conditions. It also boasts a two four-wheel-drive system, underbody protection and off-road selectable drive modes plus a rear locking differential and two functional tow hooks up front.

The Everest relies on a part-time electronic shift-on-the-fly four-wheel drive system, which includes 2H, 4H, and 4L modes for tricky off-road conditions and a dedicated off-road screen displays vehicle information with a single button press, which the driver can view their driveline and diff-lock indicators, steering angle and guides along with vehicle roll and pitch angles.

With a water-wading ability of up to 800mm and a maximum braked trailer towing capability of up to 3500kg, with the twist of a dial or push of a button, customers can choose from up to six drive modes designed to improve on and off-road comfort and capability – normal, eco, tow/haul, slippery, mud and ruts and sand.

Everest’s towing capability is supported by smart technologies that make towing easier. The dedicated Tow/Haul drive mode has been tuned to optimise gear shift timing to maintain the best power delivery and engine braking when carrying loads, either in a trailer or in the cargo area. Everest’s new camera views help owners guide their SUV into position to connect a trailer, while integrated SYNC features such as trailer connection checklist and trailer light check help make the job easier.

Everest rooftop can now support static loads of up to 350kg and dynamic loads of up to 100kg, providing increased versatility that enables it to carry bikes, canoes, cargo pods or roof-top tents.

Confidence-inspiring driver assist technologies
Everest comes loaded with new and enhanced driver assist technologies and safety features, designed to take the stress out of driving and help drivers remain focused. New to Everest is Ford’s latest-generation adaptive cruise control system, fitted as standard on the Everest Limited. Adaptive cruise control with stop and go and lane centering can detect lane markings and help keep the vehicle centered in the lane.

Limited series are equipped with Ford’s Lane keeping system, which includes lane keeping alert and lane keeping aid, along with road edge detection and driver warning. Pre-collision assist with dynamic brake support, forward collision warning, automated emergency braking, reverse brake assist, and evasive steer assist further up the arsenal of innovative safety features.

Living the Ranger life
Enterprise product line management director, Global Trucks, Gary Boes, said, “We have packed a lot into the Ranger to inspire owners to do more of what they love to do, with features that encourage them to explore new horizons. Ford calls this “Living the Ranger Life,” and it’s something shared by every designer and engineer involved in creating the Ranger.

“We are truck owners too, and this passion for the Ranger lifestyle translates into a passion for the product,” he added. “Ultimately, we want our customers’ experience with the pickup to enable and enhance their lifestyles.”

The Ranger project was led by Ford’s Product Development Center in Australia. Its international team of dedicated designers and engineers worked with teams around the globe to not only incorporate the very latest in Ford technology, capability and safety but to also engineer and test the Ranger to Ford’s standards.

Ranger Vehicle Programme Director, Graham Pearson, said, “Our team was focused on one goal–to make this Ranger the toughest and most capable we have ever created. They put it through one of the most exhaustive global testing schedules we have ever developed and would not rest until we were satisfied that it was built Ford tough.”

Customer input was key to developing the next-generation Ranger’s rugged new look. Visually, the new-generation Ranger is bold and confident with a purposeful exterior that shares Ford’s global truck design DNA. For the first time, the Ford Ranger offers LED headlights. At the back, the taillights are designed in harmony with the signature graphics on the front. Inside, the car-like cabin steps up, using premium soft-touch materials and a prominent portrait-style center touchscreen. Chief designer for Ranger, Max Tran, said, “Customers told us the Ranger needs to look tough and needs to inspire confidence.”

Powertrain choices
“When you drive a Ranger, it feels like a much bigger truck. And it feels tough in the sense that it’s got endless power and torque, which is exactly what customers wanted,” says Pritika Maharaj, Ranger programme Manager.

The Ranger comes with the tried and tested 2.3-L EcoBoost four-cylinder with an updated 10-speed automatic transmission that underpins a range of Ford global products and is a perfect choice for customers who prefer petrol propulsion. “We know our customers push their Rangers to the extreme, so that’s how we test them. We go the extra mile to make sure the Ranger will do everything our customers want,” Maharaj said.

Improved ride and handling
To develop the ride and handling expected of a truck customer’s use for a wide range of work, family, and play, engineers focused on the fundamentals. Engineers moved the front wheels forward by 50mm for a better approach angle and outboard for better off-road articulation, both of which improved the off-roading experience.

They also shifted the rear suspension dampers outboard of the frame rails to give drivers and passengers a better ride both on- and off-road, no matter if they’re carrying heavy cargo for work, or just taking the family out for dinner.

Customer-focused interior make-up
Customers wanted a flexible, modern cockpit that caters to both work and family duties; so, Ranger needs to serve as both a workspace and a haven, providing smart and connected features with more comfort and storage options than ever before. The screen also is linked to a rear-view camera to make parking easier in tight spaces. In addition, customers can control Ranger’s new exterior zone lighting system via the touch screen, which means they don’t have to work, camp, or do anything in the dark.

Built to do more with better access, functional space
Ranger Vehicle Engineering Manager, Anthony Hall, said, “When we met with our customers and observed how they climbed up to the load box, we saw a big improvement opportunity. People were stepping on the tyre and then going over the side of the truck or hoisting themselves onto the open tailgate.”

That was the inspiration for creating an integrated side-step behind the rear tires of the next-generation Ranger, to create a stronger, more stable way for them to access the box. In addition, the Ranger team worked to ensure that a wider variety of cargo could fit and stay secure in the load box.

Additional thoughtful, customer-focused touches include a new, tough plastic-molded bed liner that helps protect both the truck bed from scratches and the owner’s knees from kneeling on a steel truck bed.

Extra cargo tie-down points provide convenient points to secure loads. Durable, flexible load box caps around the sides of the box and across the tailgate conceal structural attachment points for canopies and other aftermarket accessories.

In addition, Ranger offers a new cargo management system designed with dividers to hold various-sized items. Owners also can create smaller compartments to store objects, which would otherwise have to go in the cab, using a system of ultra-strong spring-loaded cleats that clip into rails bolted to each side of the cargo box. The tailgate can also double as a mobile workbench with an integrated ruler and clamp pockets to measure, grip, and cut building materials.