Ford indicates the pickup truck market has passed its lowest point, introducing the 'Ranger Super Duty' and updating the Everest lineup in hopes of maintaining market share in 2026.
Mr. Ratthakan Jutasen, Managing Director of Ford Thailand, stated that they forecast vehicle sales in 2026 at 620,000 units, an 8.4% growth, mostly driven by electric vehicles (EVs) which will account for approximately 23% of registrations.
Regarding the overall pickup truck segment, it is expected to remain close to last year's level of 140,000 units, considered the market’s lowest point, with little chance of further significant decline. Ford's domestic sales reached 18,271 units; therefore, this year is anticipated to see growth similar to last year.
In the PPV segment, 2025 saw a 16% increase, making up 7.5% of the market. This year, a modest growth of about 10% is expected. As for exports, not only Ford but all manufacturers producing vehicles for export have faced logistical challenges due to conflicts in the Middle East.
In 2025, Ford produced vehicles for export, including Ranger, Raptor, and Everest models, accounting for 90% of its annual production of 200,000 units.
Ford's new product launches and lineup adjustments are as follows:
Positioning: It does not compete with the Ranger Raptor but complements the lineup to serve customers needing a heavy-duty pickup for both work and adventure.
Target customer groups for the Ford Ranger Super Duty
Business owners seeking a mid-size pickup that is agile yet offers superior capabilities to carry 4.5 tons, tow 4.5 tons, and a gross vehicle weight of 8 tons (such as owners of farms, orchards, or mines), also reflecting success status.
Overlanders who enjoy adventure activities like camping and mountain trips, supported by new suspension and chassis for confidence.
Extreme off-roaders wanting a robust vehicle ready for modifications or extreme activity use.
Highlights of the Ford Ranger Super Duty Built from a deep understanding of user passion.
Unmatched Capability – superior performance compared to competitors (highest payload/towing in the mid-size pickup market) powered by a V6 engine.
Purpose-Built – developed based on customer feedback worldwide, including Thailand.
Ready Out of Factory – immediately capable of heavy-duty use without modifications, with warranty coverage maintained.
Tested to Extreme – subjected to more rigorous testing than standard Rangers for strength and durability.
Ranger Lineup
Wildtrak X: Launch price at 1,469,000 baht, featuring B&O audio, All-Terrain wheels, 20 mm lift, 12-inch display, and a V6 engine; aimed to lead the 4x4 segment.
XLS (4x2): Popular model enhanced with LED taillights, leather seats, 2.0L engine, 10-speed transmission, and rear passenger air conditioning to maintain leadership in the 4-door 4x2 market.
Everest Lineup Simplified trim levels: Platinum, Sport, Active.
Platinum 2.0L: New option priced at 1,779,000 baht (down from the previous Platinum 3.0L at 2,384,000 baht) targeting customers seeking luxury and advanced technology.
Sport 4x4: Added four-wheel-drive option responding to popularity of sporty black design.
Active: Entry-level model priced under 1.3 million baht (1,299,000 baht), replacing Everest Trend, with a more aggressive design, enhanced safety features, and a 10-speed engine.
Mr. Ratthakan added that regarding the impact of unrest in the Middle East, they expect it to cause short-term effects on consumer confidence and overall purchasing power, affecting all vehicle markets including EVs.
They forecast a 25-30% decline in bookings for gasoline vehicles, while EVs may see a 10% increase. Regarding exports, especially to the Middle East where Ford exports 90% of its Thai production, supply chain impacts remain unclear due to six-month advance parts ordering. They hope the situation will resolve shortly to support global economic recovery.