Ford has admitted interest in new right-hand drive Raptor products is at record highs, with the Bronco Raptor at the very top of the wish list for right-hand drive markets like Australia – but two factors are getting in the way.
Kay Hart, president of Ford’s International Markets Group (IMG) – the division that oversees all sales outside of North America, South America, Europe and China – told CarExpert that there was a huge level of interest from customers for everything from the Bronco to the F-150 Raptor.
“I mean, yes, I think everyone always looks at what’s available, what’s out there, and wants it. And, you know, Raptor is such a brand. It’s a brand that has such strong emotion and passion,” she said.
“So yes, definitely, there’s always customers that say ‘I’d love a Bronco Raptor, I’d love an Everest Raptor. I’d love an F-150 Raptor. I just love Raptor.’
“So, I’d be lying if I said customers didn’t ask [for a local Bronco Raptor offering].”
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When pushed further on what was limiting Ford from bringing the Bronco to Australia, Ms Hart said it wasn’t just pricing that was a limiting factor.
“[Pricing is] definitely not the only limiting factor. The vehicle is only currently engineered for left-hand drive. That’s the limiting factor, in fairness, is the engineering of it, the time it would take to engineer and then where you would manufacture it,” she said.
“So it’s more the investment to engineer, tool up and manufacture in right-hand drive.
“I wouldn’t say anything is ever off the cards, but we definitely don’t have anything to confirm at the moment. But it’s something we constantly look at, what’s available in the portfolio and what would work and then whether or not we have an option to do it, it’s the investment that it’s going to take to get it there.”
In the US, the Bronco Raptor is priced at around US$90,000. Even with a direct conversion, that balloons out to over $150,000 before on-road costs in Australia.
It’s a big price to stomach given we would have additional taxes and surcharges that would likely push that price closer to the $200,000 mark.
However, manufacturing is more cost-effective in Thailand compared to the US and there may be a solid business case if the price difference between the Ranger Raptor and Bronco Raptor is narrowed in on.
It could also potentially rule out an Everest Raptor, which would need to be priced around Bronco Raptor money if it were also on the cards.
The Bronco uses a version of the T6 platform underpinning the Ranger and Everest.
Ford CEO Jim Farley strongly hinted to Car Magazine late last year the Bronco would be built in right-hand drive.
“The big Bronco will do right-hand drive and I think it’s worth a try,” Mr Farley said.
The Raptor sits atop the Bronco lineup. Instead of a turbocharged 2.3-litre four-cylinder or twin-turbo 2.7-litre V6 engine like more affordable versions of the off-roader, it packs a twin-turbo 3.0-litre V6.
It also features a raft of off-road enhancements over the other already capable members of the Bronco lineup, including unique suspension tuning, more ground clearance and a Baja drive mode.
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