SDAC-Ford Celebrates its Lifestyle Truck with a New ‘Live the Ranger Life’ Brand Expression

  • ‘Live the Ranger Life’ highlights how the Ranger has evolved from a utilitarian truck to a premium and contemporary lifestyle vehicle which people aspire to own.
  • Five guiding principles help bring to life the new brand spirit while capturing the values that Ranger owners live by.
  • A new lifestyle store featuring exclusive Ford merchandise will soon be available for e-commerce purchase amongst other first in-market programmes for a pickup


KUALA LUMPUR, Malaysia, 28 October 2021 – 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.

More lifestyle options
To enhance the lifestyle focus, SDAC is also getting ready to launch its Lifestyle Ford Merchandise store on its e-commerce enabled website.

For a seamless shopping experience, customers can browse for the available merchandise and make their purchases using their preferred payment mode including online banking, credit and debit card, or e-wallets anytime and from anywhere. They can also arrange for the items to be delivered to their desired address.

Other exciting first in-market programmes in the local pickup segment will also be launched in the coming months, so stay tuned.

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, follow the Ford Malaysia Facebook, Instagram and YouTube channel.

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