Ford Motor Company today forcefully drove home the importance of Asia...

Ford Motor Company today forcefully drove home the importance of Asia, particularly Thailand, to its international plans by staging the world premiere of a stunning concept truck at the Thailand International Motor Expo in Bangkok.

Ford Asia Pacific Chief Designer Paul Gibson said the concept, dubbed 4-Trac, is a dynamic package that brings together Ford’s “tough truck” DNA with ideas that explore practical functionality, lifestyle and sporty uses for Ford trucks of the future.

“We have taken the typical pick-up truck and given it a lot more sophistication, style and purpose. It’s a workhorse that delivers on the ‘Built Ford Tough’ promise by offering true off-road capability, rugged features and durable aluminum surfaces. At the same time, owners will be proud to use it as stylish transport for their active families on weekends and holidays,” Mr Gibson said.

He said Ford chose Thailand for the debut for several reasons: Thailand is the largest market for pick-ups outside the USA; its ultra-competitive pick-up market has become a trend-setter in truck design and innovation; and Thailand is the regional production hub for Ford's one-tonne pickup trucks with exports to Europe, South America, Middle East, Australia, New Zealand, South Africa and ASEAN.

“Thai truck owners are passionate and highly discerning. Our consumer insight research has told us Thai customers need and want pick-ups that are rugged for the workplace and stylish for the family. We have used that information to inspire the look for the 4-Trac concept.”

Mr. Gibson is in charge of interior and exterior design for all Ford vehicles in the Asia-Pacific region. His team works closely with Ford regional and national marketing specialists in twelve countries throughout the region.

The 4-Trac concept is the team’s latest project following a Focus Concept sedan shown at Auto China 2004, followed by the region-wide launch of all-new Ford Focus and the unveiling of the Equator concept SUV at last month’s Tokyo Motor Show.

“The 4-Trac is a response to the needs and aspirations of a new generation of consumers in Asia and other parts of the world.

“It clearly shows Ford will continue to produce trucks that make a statement for a younger, bolder generation of consumers who want a vehicle that provides more possibilities for them to enjoy an active outdoor lifestyle,” Mr Gibson said.

An attention-grabbing four-door crew-cab, the 4-Trac stands out from the crowd with its rugged aluminum surfaces and innovative design features.