By on July 30, 2019

Image: Ford

Do you find yourself wishing Ford turned up the heat on the Ranger pickup, perhaps offering customers a choice of powerplants and greater diversity in appearances? You’re likely in luck.

According to U.S. trademark applications filed late this month, the Blue Oval has just gotten started with its new midsizer, though anyone waiting patiently for the Raptor variant already offered overseas will have to remain on ice.

Ford wants the names Wildtrack, Badlands, and Adrenaline added to its corporate word bin. It’s a no-brainer where the automaker intends those monikers to land — as Ford Authority (which uncovered the filings) notes, Ford already sells a Ranger Wildtrack in Australia and parts of Africa, where the model fills the trim space between XLT and Raptor.

Like Ram’s 1500 Rebel, the Ranger Wildtrack differentiates itself with a trim-specific grille, adding larger wheels and appearance goodies for good measure. In those markets, the Wildtrack comes only in 4×4 crew cab guise. As for Badlands, rival General Motors attempted to secure a trademark for the butchy name a few years back, then gave up on the effort. Don’t bisons roam freely in the Badlands? One wonders if, in the absence of the Raptor, Ford wants to upgrade the Ranger’s off-road chops to do battle with Chevrolet’s Colorado ZR2 and ZR2 Bison.

“Adrenaline,” one can assume, heralds a sportier — and perhaps more powerful — Ranger variant, though Ford hasn’t breathed an official word about additional engines supplementing the pickup’s stock 2.3-liter turbo four. The variant had better boast 1990s-style graphics…

Other trademark filings cropped up in July, among them applications for Bronco Sport and Mach 1. Perhaps Ford still plans to give its upcoming electric sport crossover a blasphemous name, or maybe it just needs to keep Mach 1 in the company fold for heritage preservation. As for Bronco Sport, the moniker joins Bronco Scout in the Ford trademark club. Whether it lands on the unibody, Escape-based version or the real BOF deal remains to be seen.

[Images: Ford]

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9 Comments on “Flurry of Trademark Applications Points to Ford Ranger Trim Buffet...”


  • avatar
    Scoutdude

    Interesting that they are applying for Adrenaline when they have already used Adrenalin for the Explorer Sport Trac.

  • avatar
    Omnifan

    Interesting that now Ford can’t build enough variants of the Ranger, considering that they didn’t want to sell it here in the first place.

    It would cannibalize too many F-150 sales they said in the past…..

    • 0 avatar
      DenverMike

      They were wrong. There’s not so much cross contamination. Plus “pickups”, all sizes, are gaining market share.

      Except the majority of US consumers will never buy a fullsize pickup, or fullsize anything, in a million years, despite being a much better deal.

      • 0 avatar
        hubcap

        “Except the majority of US consumers will never buy a fullsize pickup…”

        Count me in that number. Recently test drove a number of pick-ups. Thought I’d like the full size most but actually preferred the mids. For someone who doesn’t need what a full size offers, a mid makes more sense and I enjoyed driving it more.

      • 0 avatar
        eng_alvarado90

        The majority are buying fullsize pickups, otherwise, why would the fullsizers outsell the midsizers by about 3:1?

        I’m not fullsize truck apologist; I can definitely say a midsize truck is enough truck for lots of people, but the little-to-no incentives and languishing designs don’t help the sales cause.

  • avatar
    JoeBrick

    In my humble opinion- and I could be wrong- this is way too much excess, to be redundundant. (See what I did there ?) In my humble opinion, we are already in the next recession. Last year’s Gross Domestic Product rose at a fantastic 5% rate.The only problem is that government debt went up 6%, meaning that the GDP was not 5%, but MINUS 1% . Oops I wonder why THAT was not in the news. And the yield curve has been recently inverted, which those in the know say means a recession is coming. The 2008 recession was caused by too much debt. But since then we (not me personally) have doubled the debt. That means that the next recession will be worse than the one in 2008. When will it be here so that everybody knows it ? Well I believe that President Trump is doing everything he can to postpone it until after the 2020 election. If he can’t, he might not be re-elected. MY point in regard to these pickup trucks ? During and AFTER the next recession, the only trucks that will sell will be bare-bones, stripped down, work truck models. No leather seats. No $50,000 to $100,000 trucks. Only the cheap ones. And used trucks. I have a truck, an F-150. I haul firewood, lawn mowers, dirt bikes and other dirty things in my truck. I would not want leather seats in it. In other words, I believe that the truck market will shrink back to what it was 30 or 40 years ago, and these fancy trucks will only be for “collectors”.

    • 0 avatar
      DenverMike

      The mid-trim XLT/Lariat/SLT/Laramie pickups will become scarce. Rich folk, fat cats, senators, etc, will maintain, and specific industries will flourish, not necessarily ‘despite’ the recession, but because of it.

  • avatar
    PrincipalDan

    Ford Ranger Adrenaline – If You’re Not Breathing Heavy, You’re not Doing it Right. (TM)

    ;-)

  • avatar
    eng_alvarado90

    “Adrenaline,” one can assume, heralds a sportier — and perhaps more powerful — Ranger variant, though Ford hasn’t breathed an official word about additional engines supplementing the pickup’s stock 2.3-liter turbo four. The variant had better boast 1990s-style graphics…
    Wasn’t that 1990s package called Splash? I want my neon graphics, flareside bed and extra bright paintjobs back.
    AFAIK the Adrenaline was only offered in Explorer and Explorer Sport Tracs from the late 2000s.


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