Ford Australia has taken a bold stance in the competitive large SUV and plug-in hybrid ute markets, directly challenging long-standing rival Toyota.

Following a record-breaking year for its Everest SUV, Ford is emphasizing its commitment to a "no compromise" design philosophy, suggesting that competitors like the Toyota LandCruiser Prado have made sacrifices in key areas such as luggage space and overall capability.

Ford's Positioning and Strategy

  • Everest's Strengths: Ford's marketing director, Ambrose Henderson, highlighted the Everest's superior practicality, including its generous luggage space and robust off-road capabilities. He emphasized that Ford prioritizes customer needs without compromising on essential features.
  • Ranger PHEV Advantages: Henderson also touted the upcoming Ranger PHEV as a standout in the plug-in hybrid ute segment.

Unlike rivals such as the BYD Shark 6 and GWM Cannon Alpha, the Ranger PHEV maintains full towing capacity (3.5 tonnes) and 4x4 capabilities without sacrificing payload. This positions Ford as a leader in delivering uncompromised performance and utility in electrified vehicles.

  • Market Performance: Ford's strong performance in 2024 was marked by over 62,000 Ranger sales, making it Australia's best-selling vehicle.

The Everest also achieved a record 26,494 deliveries, surpassing the Toyota Prado's previous segment record of over 21,000 units in 2021. This success has propelled Ford to six-figure annual sales for the first time since 2008.

Electrification and Expansion Plans

  • Commercial Vehicle Focus: Ford is now focusing on expanding its commercial vehicle lineup with electrified options. The Ranger PHEV is a key part of this strategy, offering a blend of electric efficiency and traditional ute capabilities.
  • Future Models: In addition to the Ranger PHEV, Ford is preparing to launch other electrified models, including the Super Duty variant and electric versions of the Transit Custom van. These vehicles are designed to meet the evolving needs of commercial fleets and private buyers alike, emphasizing Ford's commitment to innovation without sacrificing practicality.

Competitive Landscape

  • Toyota Prado Challenges: The Toyota LandCruiser Prado is a well-established player in the large SUV segment, known for its off-road prowess and durability.

However, Ford's emphasis on "no compromise" design suggests that the Prado may have made trade-offs in areas like interior space or on-road comfort.

  • BYD and GWM Competition: In the plug-in hybrid ute market, Ford faces competition from newcomers like BYD and GWM.

While these brands offer competitive pricing and features, Ford is leveraging its reputation for durability and capability to differentiate its Ranger PHEV.

Ford's aggressive marketing strategy and product lineup underscore its ambition to lead in both the SUV and commercial vehicle segments.

By emphasizing its "no compromise" approach and highlighting the capabilities of models like the Ranger PHEV, Ford aims to solidify its position as a trusted brand that delivers on both performance and practicality.

As the automotive landscape continues to evolve with electrification and technological advancements, Ford's strategy will be crucial in maintaining its competitive edge against established rivals like Toyota and emerging challengers in the market.