In these fast-paced, information technology driven, fashion conscious times, it’s not enough to design a product that simply works. It also has to feel good, look good, and, most difficult of all, jive into a buyer’s designer lifestyle.

Blame gadgets like the iPod for raising the bar. This device not only worked well, it was a joy to use, had astounding storage capacity, required little maintenance, and most of all, was distinctly designed. It implanted into consumer’s minds that the very tools you use everyday, are just as important a fashion accessory as a branded leather belt.

Cars, after all, are also an extension and expression of one’s personality. If this weren’t true, then we wouldn’t have vehicles like Ferraris and Hummers. After all, who really needs to travel 300 kilometers per hour or traverse through war torn regions? Most vehicles might never see their full potential tapped, but it’s certainly nice to know it can do it and that it looks the part.

It’s the same idea that has steered the design direction of the new Ford Ranger. Today’s truck buyer can’t be slotted into a typical stereotype and neither can the vehicle. He will expect performance both on and off-road, styling that is not out of place in the country as it is in the business district, and moreover an interior environment that taps truck sensibilities but also bows to modern conveniences. It’s a laundry list of contradicting requirements that an increasingly tech and design savvy buyer has come to expect.

In spite of this, Ford has willingly obliged, producing a new Ranger that blends strength and style into – Tough Style – as they call it. The look is inspired by the Ranger MAX show truck unveiled at the Thailand International Motor Expo last November.

The front fascia features a raised hood and wraparound headlamps with distinctive eyebrows that subtly connect to the three bar grille with its large functional vertical nostrils. The line detours around the extended opening below the bumper line before meeting again. Much of the body is sleek and sculptured broken up only by the side vents, chrome door handles and prominent wheel arches that house the newly designed six spoke 16-inch wheels. The vehicle ends with clear tail lamps, body colored bumpers and a tail gate that is embossed with “Ranger.”

Despite the softer, more contemporary design, the Ranger builds upon its tough truck reputation with rigid underpinnings. The body sits on a purpose-built truck backbone with an overlapped, cross braced ladder frame. It is suspended by double wishbone front suspension with torsion bar springs while the rear is kept aloft with long-leaf springs and oversized 32 mm gas shock absorbers. The combination provides approach angles as steep as 33 and 34 degrees and a ground clearance of 214 mm.

Moving all of this forward is a choice between a 2.5 and 3.0 liter common-rail turbo diesel engines, equipped with a variable geometry turbo for a wider range of boosted power. They produce 140 and 152 horsepower respectively, but their greatest strength lies in the monstrous 240 and 280 pound feet of torque. This grants the pickup a payload capacity and a tow rating of up to 3,000 kilograms for the top-of-the-line model.

It wasn’t enough for Ford to simply show the new Ranger, and so a long road trip spanning some 120 kilometers was arranged for members of the Philippine media from Bangkok, Thailand, up to the Northwestern Kanchanaburi region. The trek encompassed tight city roads, long and smooth highways and snaking mountain roads before culminating in a 4x4 off-road track.

In this drive, the Ranger demonstrated its surprising quiet, adequate comfort and life-saving 4-wheel ABS in more than one occasion. The trucks handled exceptionally well on the twisty roads while the 4x2 demonstrated surprising ability off-road.

Naturally, the 4x4 was a breeze on the technical track, easily overcoming obstacles with its 280 pound feet of torque even on idle, with feet off the clutch and throttle.

Its departure from conventional pickup styling might alienate some, but Ford hopes its Built Ford Tough reputation will back up the new urbanite approach. As always, it is easy to operate even for a neophyte while the torque output is one of the highest among pickups offered today.