Published on October 28th, 2021 | by Subhash Nair


“Live The Ranger Life”: New Brand Philosophy For Ford Ranger

A new brand philosophy for the popular Ford Ranger pickup truck.

The Ford Ranger was a pioneer in the lifestyle truck segment. Pickup trucks used to be all about utilitarian ability and durability. However, with the Ranger, many other aspects were pushed hard. They were the first to be given extremely car-like handling and interiors, high tech equipment and other ‘lifestyle’-oriented appointments.

Now, the sole distributor of Ford vehicles in Malaysia, Sime Darby Auto ConneXion is doubling down on this brand positioning with a new “Live the Ranger Life” slogan.

Ford Ranger wades through water with new Live The Ranger Life logo in foreground

Live the Ranger Life

The new brand essence brings together like-minded individuals with shared values and interests.

Top down view of the Ford Ranger with the Live the Ranger Life in the foreground

According to Ford’s global survey, here’s what it means to Live the Ranger Life:

“We Make Our Own Fun” (fun in driving and in living)

“Up and Over” (tackling challenges)

“Bring Others Along the Journey” (family and friends)

“Can’t Help but Help” (assistance to others)

“Carve Our Own Path” (being bold and fearless in life).

Introducing New Ford Ranger Mechandise

If you’re interested in some original Ford merchandise, you can now get it from SDAC’s e-commerce website which takes online payments via online banking, credit/debit cards or e-wallets.

BHPetrol_Euro5 Diesel_2021

Here’s the press release with more.


Sime Darby Auto ConneXion (SDAC), the sole distributor for Ford in Malaysia, today unveiled a new brand positioning – Live the Ranger Life – which celebrates the Ranger’s evolution into the modern lifestyle truck that it is today.

The new brand essence encapsulates the values and persona of the Ranger, which has transformed over the years beyond being just a truck for work to one that enables every need and lifestyle choice of a diverse range of customers.

Many aspire for the lifestyle the Ranger is known for, like bringing like-minded individuals together who share common values and interests in life. Over the years, Ranger has built itself a sense of desire and aspiration amongst pickup truck owners.

“Live the Ranger Life is spot-on in personifying how the Ranger is more than a purely utilitarian workhorse. It is now leading the pack as a versatile and premium truck that is increasingly purchased for lifestyle reasons that people aspire to own. Customers are choosing to purchase a Ranger not just for work, but also for play and family, thanks to its renowned strength, engineering capabilities, smart technologies, luxurious cabin and passenger vehicle features,” said Turse Zuhair, Managing Director, Sime Darby Auto ConneXion.

Bringing the brand essence to life

Five core tenets fuel the guiding principles for fully expressing the “Live the Ranger Life” spirit and way of life which was gathered through a global customer survey which was conducted by Ford across its markets: “We Make Our Own Fun” (fun in driving and in living), “Up and Over” (tackling challenges), “Bring Others Along the Journey” (family and friends), “Can’t Help but Help” (assistance to others) and “Carve Our Own Path” (being bold and fearless in life).

“These five values reflect the way that Ranger owners and those aspiring to own one go about their lives. They are always open to new experiences. They are fearless in tackling challenges not just on or off road but also in life. They form kinships with each other and enjoy having their own fun adventures. They are also always finding ways to give back the community and support others in need. And in everything they do, they make a point to go over and above,” added Zuhair.

To find out more about how you can Live the Ranger Life and to keep abreast with the latest offerings under this new brand expression, visit or follow the Ford Malaysia Facebook, Instagram and YouTube channel.

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Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

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