Background: For the 1998 model year, Ford Ranger receives a truck load of improvements, both inside and out, as it receives a complete redesign. Pickups have become more car-like as far as interior comfort and conveniences go, and Ranger is no exception. During the past 10 years, Ranger staked the claim as the best-selling compact pickup in the United States. For the 1997 calendar year, Ranger ranked as the tenth best-selling vehicle in the country. But competition is heating up. Chrysler Corp. recently redesigned its Dodge Dakota pickup, borrowing aggressive styling cues from its big brother, the Dodge Ram. The redesigned 1998 Ranger, built in Louisville, Ky.; St. Paul, Minn and Edison, N.J., made its debut last fall.
New for 1998: Regular-cab interiors have grown three inches while providing extra storage capacity behind the seat. Speaking of seats, cushions now have more foam and trim materials, making longer journeys easier to handle. Base engines have 10 percent more torque and 5 percent increased horsepower. All Rangers feature better engine cooling for improved air conditioning performance and engine reliability. A new feature on four-wheel drive editions is Ford's pulse vacuum hublock 4x4 front axle system, allowing drivers to shift from two-wheel drive to four-wheel drive "on the move." Previous-generation Rangers had to stop first before switching from four-wheel drive back down to two-wheel drive. An improved suspension along with power rack & pinion steering enhances ride and handling while improving cornering characteristics.
Safety features: Ranger comes with dual air bags and a passenger-side air bag deactivation switch standard. Currently, Ranger is the only compact pickup with the deactivation device. Rear-wheel anti-lock brakes (ABS) come standard but four-wheel ABS is optional. Side door guard beams are standard too.
Standard equipment: Ranger's provides plenty of options, but a limited number standard features; a similar marketing strategy used by most entry-level vehicles. Included as standard fare are intermittent wipers, power steering, chrome grille and bumpers, five-speed manual transmission, tinted glass and mud flaps.
Optional equipment: Air conditioning, automatic transmission, cruise control, deluxe two-tone paint, tilt steering wheel, compact disc player, power windows and locks and remote key less entry are options.
Trim levels: Ranger, like most pickup trucks, offers a wide range of trim levels and prices. Regular cabs has two wheelbase (distance from front to rear axle) choices: 108-inch (shortbed) and 114-inch (longbed). Plus Ranger offers a 125-inch extended cab version. All these versions are available in entry-level XL versions or premium XLT trim levels with either two or four-wheel drive. Drivers wishing for even more exterior pizzazz may opt for the top-of-the-line Splash edition.
Price: There's a Ranger for every budget. The lowest-price two-wheel drive regular cab, small-wheel base XL has a manufacturer's suggested retail price of $11,385. At the other end of the spectrum, a four-wheel-drive Splash extended cab starts at $19,595. Our bright red test model, a four-wheel-drive XLT extended cab started at $18,780. With several options including cloth bucket seats, automatic transmission, air conditioning, fog lights, cruise control and power locks and windows, the bottom line added up to $23,450, including a $510 destination charge.
Engine: Ranger includes three engine choices. Two-wheel drive Rangers feature a 2.5-liter, four-cylinder engine delivering 117 horsepower. Standard on four-wheel drive Rangers and optional on two-wheel-drive editions is Rangers updated 3.0-liter, V-6 engine delivering 147 horsepower. Our test drive model included the most powerful of the three engines: a 4.0-liter V-6 delivering 158 horsepower, optional in XLT edition and select 4 x 2 models.
Seating comfort: Our optional, soft and comfortable cloth sport bucket seats were a refreshing change from hard-as-wood bench seats found in pickups not so long ago. Extended cabs feature plentiful headroom in front. Front bucket seats move forward and backrests tilt forward in one motion for access to the back cab featuring two fold-down sidewall jump seats, cup holders and a retractable cargo cover.
Interior: Ford gets high marks for Ranger's ergonomics. Large buttons and dials are easy to locate even at night. Three easy-to-grab ventilation dials control fans speed, direction and temperature settings, and situates below the stereo system. A passenger-side air bag cut off switch, for use when small children travel in the front, is below the temperature dials. All cruise control functions are molded into the steering wheel. Windshield wipers activate from the turn signal stalk while headlights activate from a dashboard dial left of the steering column. A digital clock conveniently situates separately from the radio frequency display. One nice tough is a battery saver feature which automatically switches off the dome light if its accidentally left on for more than 40 minutes. Two molded cup holders and change holder situate between optional bucket seats along with a movable arm rest and deep storage bin. Automatic transmission is shifted from the steering column. Passenger-assist handles, useful when entering Ranger, are molded into the interior A-pillar (the frame between the windshield and side windows) in XLT models.
Exterior: Four-wheel drive Rangers feature front and rear tow hooks and a more aggressive-looking front grille than two-wheel drive versions. Ranger's hood is now aluminum rather than steel, resulting is a weight savings of 10 pounds. The radio antenna extends up from the right front fender. A full-size spare tire stows under the vehicle's flat bed. Exterior XLT trim level colors include: Light Prairie Tan, Bright Red, Toreador Red, Boysenberry Blue, light Denim Blue, Bright Atlantic Blue, Deep Emerald Green, Medium Platinum and Oxford White.
Dimensions- extended cab: Wheelbase: 125.7 inches Overall length: 202.9 inches Overall width: 69.3 inches Overall height: 68.2 inches Maximum payload: 1,620 pounds Exterior box length: 71.8 inches Weight: 3,280 pounds
Fuel economy: Mileage depends largely on what engine your Ranger possesses. Our 4.0 V-6 engine coupled with an automatic transmission is the gas consumption leader at 16 miles per gallon city and 22 mph highway. With 8,500 odometer miles, we averaged approximately 16 mpg in combined driving. For optimal economy, the four-cylinder engine coupled with manual transmission average 22 mph city and 27 mph highway. Extended cab and long-wheelbase regular cabs have 20 gallon fuel tanks while short-wheelbase regular cabs hold 17 gallons of unleaded fuel. The drivers-side fuel tank door does not lock, but the cap is tethered to the body.
Target market: Median age of Ranger owners is 41. Approximately 35 percent of Ranger owners are under 35 years of age, making it an important entry-level vehicle. In fact, 60 percent of owners go on to buy another Ford product. With a median income of $44,000, Ranger owners are more likely to be college graduates (36 percent) vs. the compact pickup segment average (31 percent). Ranger also attracts a larger percentage of female buyers than the industry average.
Final thoughts: Welcomed changes to the 1998 Ranger should keep its momentum going as the best-selling compact pickup truck. Comfort and performance improvement were needed in the face of increased competition and Ford keep prices in check by offering discounts on option packages. Since truck buyers are a very brand-loyal bunch, Ranger 1998 enhancement should keep current Ranger owners in the Ford family fold. Ranger rides, handles and handles road bumps well for a truck. It's reputation as a well-built truck continues into this model year. One edge domestic competitors including Chevrolet's S-10 pickup have over Ranger for the time being are side access doors on extended cab editions. These side doors swing open, providing easier loading and unloading of people and groceries into the back. Ford begins offering this feature in 1999 model Rangers. Ford's compact pickup offers no V-8 engine, a notable Dodge Dakota option.
