Automakers know when the internet is about to be flooded with reviews of a competitor’s product, and oftentimes they want to steal some of that competitor’s limelight. So I knew what was going on when Ford emailed me this new Ford Ranger Raptor press release, embargoed for 6AM today, one hour before all the 2024 Toyota Tacoma reviews hit the web. Let’s have a look.
Ford’s comms team is a surprisingly aggressive one, regularly poking fun at the competition, but always keeping things between the lines. Recently CEO Jim Farley retweeted a post of the F-150 Lightning easily tackling an off-road course that famously gave a Tesla Cybertruck a bit of a challenge:
F-150 Lightning does it all. đź‘Ť pic.twitter.com/uCMUSxUIpj
— Jim Farley (@jimfarley98) November 15, 2023
Here’s Ford North America Product Communications Director Mike Levine also poking fun at Tesla:
https://twitter.com/mrlevine/status/1158076342216400899
So I wasn’t at all surprised when, last night, Ford sent me an email titled “Ranger Raptor Story,” with an opening line reading “We have a new video that goes into detail about the FOX Live Valve shocks on the new Ranger Raptor and I’m hoping you will share it tomorrow, Tuesday, November 28 at 6:00 a.m. ET.”
Seems awfully random? Except, of course, it’s not random, as at 7AM I, along with dozens of other members of the automotive media, published a review of the exciting new 2024 Toyota Tacoma. Getting a bit of Ford Ranger news out there to remind everyone that there’s more in the mid-size truck segment than just the Taco makes sense, and to be fair, this type of thing is done by the competition, too. In fact, when the Ford Bronco debuted back in 2020, on that very same day Jeep released teasers for the Wrangler 392 — the biggest, baddest V8 Wrangler ever built. Clearly, Jeep wanted some of the Bronco’s spotlight.
Anyway, here’s what Ford wants me to post to distract you from that fresh, delicious new Taco that you’re seeing all over the web today:
Specifically, Ford wants to highlight its new FOX Internal Bypass shocks. Here’s what Ford’s email pointed out:
The heart of every Ford Raptor performance vehicle is the suspension. This new video gives an in-depth explanation of how Ranger Raptor’s class-exclusive 2.5-inch FOX Live Valve shocks work to help chase the horizon. It includes a cool x-ray view of how the internal bypass shocks actively manage damping across harsh terrain.
Ranger’s next-generation shocks are coil-overs at the front and piggyback reservoirs at the rear to reduce heat build-up for uninterrupted performance all day long.
The FOX Live Valve Internal Bypass system changes damping performance based on Ranger Raptor’s Drive Modes. The modes include Normal, Tow/Haul, Sport, Slippery, Off-Road, Rock Crawl, and Baja, all developed to provide better on-road comfort, off-road control, capability and ride quality at high and low speeds.
The front frame rails, front shock towers, rear shock brackets, suspension mounting points, and other key areas have all been specially reinforced, so Ranger Raptor can handle more punishing off-road conditions.
And here is a new video of those fancy dampers:
So, has it worked? Are you distracted? If you’re reading this, then the answer is “at least a little bit.”
Anyway, it’s all in good fun, and if I’m honest, I’m actually quite excited about the new Ranger Raptor. It’s got a Watt’s Link rear axle and over 400 horsepower, and though it costs around $60 large, I’m just glad a mid-size high-powered desert truck even exists.
Am I distracted? Nope, I’m quite aware that Toyota makes the superior product.
Maybe now they do once this is out… but rear disc brakes as a “new for 2024” feature is not exactly winning that argument.
Drums are perfectly fine.
I’d still take the Ranger first though, simply because I think it looks better. Heck, I’m probably most interested in the Colorado though. They all seem close enough and good enough that I think it’d come down to some comprehensive test drives and what each one would respectively cost.
Sorta, I tow a boat and haul stuff regularly and discs hold up a lot better. Drums always seem to pulsate more and make more noise as they wear. Plus, if you’ve ever had to do a brake job on drums in the salty midwest where they develop a rust ridge on the outside it’s a real pita. There is no mallet big enough to make getting those drums off an easy job.
I just bought a Colorado, middle spec 2wd. It’s a great truck. They’re all very nice.
Exactly. F*ck drums when it comes to DIY. Besides the rust ridge, you have all the springs that are a PITA to deal with too.
preach
I had a ’97 Ford Econoline conversion van for a while and that thing ate front disc brakes, while the rear drums only had to be replaced once in the ~7 years I had it…but my understanding was that that was only really true because <30% the actual “braking force” was going to them, anyway.
I’ll forever wonder how much better or worse that situation would’ve been if they’d had rear disc brakes, but seeing as the non-chassis/cutaway ones were discontinued as of 2014, I guess we’ll never know.
This Competition has really done wonders for our market.
Without The raptor, there would be no Trx. Without the Trx and raptor, there might now have been the ZR2 Colorado. Without the Zr2 colorado, there probably wouldnt have been a Mojava Gladiator, without all this competition, i doubt thr Tacoma would have the super aggressive high emd packages. We all know how toyota hates to move the needle too much, but look at all surpises here! And it just keeps coming, making even existing vehicles better. Without the bronco, the new willys package 24 wranglers wouldnt be so well equipped etc etc. Id expect 4xe gladiator news to follow shortly too. Full size trucks have become a thing of diminishing returns, and the midsize market is full of some truly EXCELLENT trucks, and we owe it all to the constant pissing matches.
I learned about the new Toyota by reading this article since the autopian is arranged chronologically, and I only get my auto news from the Autopian.
I like the look of the Ranger more.
If Ford wants me to be interested in something of theirs coming to America, it pretty much needs to be the Chinese Mondeo or GTFO.
The notion that a domestic brand would bring something “to the USA” feels wrong.
It’s been going on for years already: Buick Envision (China), Buick Encore (South Korea), Chevy Trax (South Korea), Ford Transit Connect (Turkey), Jeep Renegade (Italy), Toyota CH-R (Turkey), just to name a few.
Ford Aspire & Festiva (South Korea), Plymouth Cricket (United Kingdom), 2nd generation Dodge Challenger (Japan)
Don’t forget the Captiva! A pretty blatant name for a captive import…
Yeah, I know, it’s just weird
I’m distracted by that baby poop metallic…..it’s just magnificent. Take the two best vehicle colors (brown and green), and mix them. Shut up and take my money!
Sorry Ford. If you want to grab my attention, do the tough thing and bring back the extended cab… in every configuration.
While everyone is trying to decide whether the TRD Pro will be over 60, Ford comes around and reminds us the Raptor is right there, starting under 60. It’s a good move. If Toyota really wants to take the wind out of this, they could release/leak Pro pricing starting at like 54.
They won’t. The Limited hybrid will have to be more than that, and the Pro is going to be more expensive yet.
I wouldn’t buy either, not even for $1.
Give me a manual 2 door option for either and I’ll change my tune.
/s
I’m not being sarcastic.
you should be.
Says you. I got enough crap in my life, I don’t need to add either rolling 4 door POS to my life.
Posting endlessly about not buying a car because they wont build one to your 90s era specs is a weird flex.
I’ve already made a ton of concessions when it comes to buying a new car, but there are some things I won’t give up. If I’m stuck with a pure ICE vehicle I want a manual transmission. If I’m getting a pickup I don’t want a long OAL with a short bed, I can accept a short bed pickup but I want it to have a short OAL as well so it’s maneuverable, lighter-weight, etc.
I’m definitely not the target audience for the new Ranger Raptor, nor, frankly, for the new Taco. I use (ok, abuse) full-size pickups way too hard to ever consider a midsize pickup. Still though, I’m glad these exist, and I agree the new suspension bits are pretty cool. Not sure they’d help when I’ve got a ton and a half in the back of my old K2500 though.
“I’m just glad a mid-size high-powered desert truck even exists”
Why? Is there that much of a need for emergency deliveries of mulch to the middle of a dry lake bed?
Because it’s not another 250 horsepower turbo-4 crossover.
It may as well be if that’s how its owners will be using it. How many mid-size high-powered desert trucks ever see a desert at all?
Life would sure be boring if everyone only bought the barest minimum vehicle they needed.
No it wouldn’t. People would simply find other toys to make life interesting. Besides as Toecutter keeps reminding us thrills need not come in behemoth sized packages.
Case in point. In the early 60’s my stepdad used to rally BMC Minis through the forests of Sweden. In his opinion 38 HP was the perfect amount. More than that was just asking for trouble.
I’m an auto enthusiast.
Interesting and unique cars and trucks *are* the toys I use to keep my life interesting!
I don’t care one bit about a Ranger Raptor, but someone out there does. And I encourage them. The more interesting cars and trucks on the road, the more we all benefit.
“I’m an auto enthusiast”
As am I. I am enthused by efficency. I like Corvettes not simply because they are fast but because they can get 30 mpg when they’re driven rationally. I like minivans because they are space efficient and can carry a fuck load of stuff in a lockable compartment. I like trucks when they are used efficiently as trucks. Older minitrucks being driven by gardeners or contractors hauling construction stuff, that sort of thing. I like hybrids and EVs because they tend to get people from point A to B using a minimum of fossil fuels.
Whet I don’t like are polluters, I don’t like speeders or bullies on public streets, I don’t like loud exhausts and I don’t like red light or stop sign runners. I don’t like side shows or take overs. I don’t encourage any of those things and I do not care for those who do. To me that is not “enthusiasm”. It’s just being an asshole.
Same here. I also happen to like the Ranger Raptor. And the TRD’s. And the ZR2 (own one). The ZR2 enables my other hobbies of back country travel and camping / fishing.
This is one reason to own multiple. Your daily driver suits your basic needs while your others suit specific needs. My Ford Maverick is a great all-rounder for fuel efficiency, commuting, and baby truck stuff. My ’97 Mustang GT has been great as my first wrenching project car that still runs with a lovely v8 rumble and a hydraulic-powered soft top (ask me how I know it uses AFT) for amazing summer nights.
When I read “Ford Maverick” – I immediately visualized my Uncle’s Grabber.
By the next line, I realized you weren’t talking about the economical fastback Ford Falcon replacement.
I’m old.
Yes, many of us have stories like this, and the variety is what makes this hobby/passion so enjoyable. At least for me.
There are plenty of vehicles out there I’d never consider personally, but I can respect someone who is passionate enough to care about them. Because I’m sure they feel the same way about the stuff I like.
Opining that certain vehicles shouldn’t exist, or are silly because people don’t use them like the poster believes they should, are nonsensical to me. Buying stuff that doesn’t make rational sense is how so many of us got into this hobby to begin with!
I have no problem with buying stuff that does not make rational sense as long as it does no harm. Off road trucks and SUVs are more likely to harm others in collisions than smaller, lighter vehicles. They spawn a vehicular arms race with others who don’t want to be harmed making the problem much worse. They harm the environment by using more, sometimes much more fuel than a smaller, more efficient vehicle to do the same job whether it be taking a solo worker to the office or the kids to school. They encourage their drivers to drive more aggressively by instilling a false sense of invincibility. They can cause financial harm by costing much more to purchase and operate than more rational options.
Not every vehicle can be maxed out to its potential 100% of the time. I have no problem with a contractor using a work truck to stop by the grocery store. But lets face it almost none of these desert runners will ever see a desert. The only running they might do is to the grocery store. Their potential is maxed out ~0% of the time so yes its valid to question why own them if a Prius will do the same job with less harm. If the “why” is simply cosplay don’t expect everyone (or anyone really) to think you’re cool or interesting because you choose to wear your favorite superhero underoos to the grocery store.
I definitely don’t buy my vehicles to impress anyone but myself and maybe my small children.
Good. That’s how it should be.
Counterpoint to your view, this almost fits my use case.
I would love to have a raptor ranger and would have one on order if the tow rating was high enough to meet my needs.
It would allow me to eliminate three separate vehicles, as I currently have one to daily(this needs to be less than 5yrs old due to work requirements), one to tow boat(minty fresh 98 3/5 ton suburban), and a ratty Jeep that is a field beater for the kids that we take to the sand dunes a few times a year.
You’re proposing to use a truck to tow heavy stuff multiple times a year and to actually drive on sand dunes. How is that a counterpoint?
“[…] silly because people don’t use them like the poster believes they should, are nonsensical to me”
This made me laugh because my mind immediately went to q-tips. Outside of cleaning electronics, 99% of the times I’ve seen one it has been used to clean someone’s ear, but the packaging specifically tells you multiple times not to put them in or near your ear… But everyone knows that’s exactly what they’re for.
But yeah, let people like the schtuff they like. I don’t get why people get so bent out of shape over this stuff. It’s not my cup of tea, so I won’t buy one, but I’m not going to tell someone that they can’t/shouldn’t have something they think is cool just because they don’t often need to make “emergency deliveries of mulch to the middle of a dry lake bed” haha!
Disagree. 45+ years of buying Toyota small trucks, no Tacos.
The money saved was spent on my sweet wife, the best use of cash ever.
Fight me.
YMMV.
I am just dying to reply with a joke about your wife but that would be tasteless.
It’s no problem here. She passed away about 14 months ago.
Laughs are better than tears every day. Go for it amigo….
She had a brain like Lisa Douglas, and a body like Ellie May Clampett. Good times and memories.
Sorry to hear that, but think of all the cool cars you can now buy with that cash
Ha! It’s very tempting at times.
Seriously I wish you well and I’m sure Mrs Lingus deserved all the gold in the world. 🙂
That applies to every great car.
Depends how you define “great”. To me a paid off Toyota Corolla that starts every single time and gets me where I’m going every single time is a great car.
Obligatory “User name checks out.” comment here.
No problem. The shoe fits well.
David refuses to lose the Veyron argument
I respect him for that. It’s a very Michigan thing to do.
You gotta talk about something when you’re in the Ice Fishing Shack….
Good old Tipup town.
Wait what’s the Veyron argument
https://www.theautopian.com/was-the-bugatti-veyron-a-marvel-of-engineering-or-a-wasteful-display-of-hubris/
Thanks