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In Vietnam, the Ford Ranger has always been hailed as the "King of Pickup Trucks," not only for its superior features but also for its endless inspiration for those who love to travel. This is demonstrated by the Ranger's impressive sales figures, with a total of 14,461 Ranger vehicles sold from January to November 2021, consistently accounting for 60-70% of the market share in its segment. Recently, the new generation Ford Ranger was launched globally, not only receiving widespread attention from car enthusiasts but also expected to experience explosive sales growth, continuing to lead the pickup truck segment.
In Vietnam, the Ford Ranger is always hailed as the "King of Pickup Trucks," not only for its superior features but also because it's an endless source of inspiration for those who love to travel.
According to Ford representatives, the New Generation Ranger is the company's most complete product to date, marking the model's success over the years. Furthermore, Ford also revealed the stories of dedication and inspiration behind the development of the New Generation Ford Ranger by two Vietnamese-born engineers: Daniel Nguy – the design specialist, and Max Tran – the product development design team leader.
Automotive design – A path within reach for Vietnamese people.
From the moment customers step into the driver's seat of the pickup truck, they will immediately experience the new Ford Ranger seats, designed with the input of design engineer Daniel Nguy – an Australian of Vietnamese descent in Ford's design team in Australia. Daniel Nguy studied automotive design at RMIT University in Australia. Before directly participating in the Ford Ranger Next Generation program, he penned several details on the current Ford Ranger Raptor, and that gave him invaluable experience. Daniel Nguy shared, “The Ford Ranger Next Generation program is the first program I’ve been involved in from start to finish; from having no surface design, going through many different prototypes to the final product. The Ford Ranger Next Generation is truly a significant milestone in my career.”
Meanwhile, the top design executive for the next-generation Ford Ranger is Max Tran, who leads a team of Design Directors to communicate the overall vision and direction that creates a connection between the product and the customer.
Max Tran began his journey at Ford while still a student at Monash University in 2004. He completed a 12-month internship and returned to Ford as a full-time employee after graduating. Max has been involved in several other important design projects, including the 2009 and 2021 Ranger and Everest, the 2015 Mustang, and the 2020 Bronco.
The success of these two designers in the field of design is not simply about having Vietnamese people contributing to the creation of globally recognized car models, but more importantly, it proves that Vietnamese people are perfectly capable of taking on positions that were previously unthinkable.
Daniel Nguy stated that the design profession in general, and graphic design in particular, is truly thriving and offers many job opportunities, especially in the US and Europe. Meanwhile, Max Tran shared that large automotive companies always offer many opportunities to young talents. He advised them to always be confident, hardworking, strive for excellence, continuously improve their skills and experience with clear goals. These things will lead them to success.
How was the new generation Ford Ranger created?
What's interesting about the new generation Ford Ranger is that the vehicle was created from feedback from people who are already using pickup trucks, and was developed through Ford's extensive customer research process.
Everything about the New Generation Ranger has been redesigned to be more robust, modern, and reflect the owner's style through practical features.
Max Tran shared that putting the customer at the center and understanding their needs and desires is Ford's guiding principle. His team conducted hundreds of observations, over 5,000 customer interviews, and compiled more than 1,800 pages of notes for later development. This information guided the product development process for Ford's design and engineering teams, helping them create a pickup truck with the features and performance that customers desired.
Max Tran
Max and his team benefited from their experience working with Ford during the design of the New Ranger. According to Max, the New Ranger builds upon the strengths of previous generations, and the design team has made the vehicle more impressive, featuring a powerful exterior and cutting-edge technology to make it more versatile and modern. Max says he likes everything about the New Ranger because it has been redesigned to be more robust, modern, and reflects the owner's style through its practical features.
Daniel Nguy
When asked about his feelings and expectations for the New Generation Ranger in Vietnam, Max said he was very proud that the Ranger is leading the pickup truck segment, which demonstrates the attractiveness and prestige of the vehicle and the Ford brand to customers. With the significant improvements of the New Generation Ranger, Max believes that this model will receive immense attention and will be very successful in the Vietnamese market.
