Recent updates to the Ford Ranger and Everest, both popular Thai-built vehicles, have resulted in the removal of significant features. While these alterations were quietly introduced, buyers in Australia may be surprised by the changes upon receiving their vehicles.
Ford Australia implemented these specification adjustments for the 2024 models, which notably include the removal of certain standard equipment, such as the hands-free power tailgate on the Everest. Although the details were initially communicated through a bulletin to dealerships, Ford has provided additional information in response to inquiries.
A Ford spokesperson explained that these modifications were based on various factors, including market evaluation and customer demand. Specific details regarding the reasons behind the removal of features like the hands-free power tailgate were not disclosed. However, the spokesperson did provide insights into the adjustments made to both the Everest and Ranger for 2024.
For the Ford Everest, changes include the removal of the hands-free lift-gate, auto high beam (except for the Platinum grade), Ford MyKey, and minor alterations to badging. Despite these changes, the Trend, Sport, and Platinum grades of the Everest will still feature a power tailgate, albeit without a kick sensor.
Similarly, the Ranger experiences removals such as auto high beam (except for the Platinum and Raptor grades), Ford MyKey, changes to the availability of Tough Bed Spray-In Bedliner, and the discontinuation of optional Ranger Raptor Beadlock Capable Wheels and Decal Pack. Moreover, minor adjustments to badging have been noted.
In addition to these removals, Ford Australia highlighted several additions to the Ranger and Everest’s features lists for 2024. These include standard zone lighting and stand-off roof rails on select Everest models and optional Pro Trailer Backup Assist on certain Everest grades. Similarly, the Ranger receives updates such as automatic stop/start across all models except the XL, where it comes standard along with heavy-duty suspension.
These modifications in features for Ford vehicles echo the trend of ‘de-contenting’ observed across the automotive industry during the COVID-19 pandemic and the global microchip shortage. Brands adjusted their production lines to mitigate chip shortages, often prioritizing production continuity over the inclusion of high-tech features.
This practice of ‘de-contenting’ has sparked discussions reminiscent of similar movements in the 1990s, when Japanese carmakers sought cost reductions in response to a strong Japanese yen.
