The new Ford Ranger will appeal to traditional pick-up truck drivers as well as those wishing to accommodate families.
Ford said buyers include those “buying for functional utility and off-road performance to perform a job and those who want a lifestyle product or dual use (work and family)”.
Buyers include large utility companies, municipal customers, construction trade, farmers, sole traders, builders and leisure buyers.
Competitors are Toyota Hilux, Nissan Navara and Mitsubishi L200.
The Ranger beats its rivals by having best in class towing capacity of up to 3,000kg and seating for five adults while being a “genuine pick-up”, said Ford.
It added the Ranger “transports a full load in the most challenging on and off-road conditions, provides comfortable and relaxed driving with responsive handling and has high build quality”.
Since going on sale in September, 200 units have been registered. Around 4,000 Rangers will be sold in the first 12 months.
This is likely to be a humble prediction considering the former model had year-to-date sales in September of 3,900 units, making it the market leader in the UK pick-up segment.
The Ranger Thunder, a luxury double cab aimed at the business sector, will be the most popular model, accounting for just under half of sales. Two-thirds of volume will be retail.
Dealers can save customers 10% with a 7.9% hire purchase finance deal on 4x4 models or choose contract hire from Ford Business Partner.