Los Angeles 2018: The Show From a Different Angle, Part 1

Last week, you may have noticed, we bombarded you with reports from the 2018 edition of the Los Angeles Auto Show. While our first aim is always to provide you with the information you need and want regarding the newsworthy models debuting and on display, we also think it’s important to give you fuller picture of such an event. Here’s the first part of my take on some of what I encountered.

The Ford Ranger, in a box, with a bear... and with bonus bling!

The Ford Ranger made its public debut at the Detroit auto show last year, but this was the first occasion for Californians to see the revived pickup in the flesh. And Ford, for whom this is clearly a major, high-stakes product, pulled out all the stops for the presentation. The Ranger gets a place of honour in an elevated, container-like structure. A sure attention-grabber…

There are any number of special editions and models that target specific market segments; some manufacturers present a model in an “environment” that evokes the lifestyle of its likely future buyers. In this case, that seems to include the possibility of a close encounter with a bear.

When it comes to a vehicle like the Ranger, it’s a no-brainer for the manufacturer pitch right alongside it a range of accessories that allows buyers to personalize their ride. This boutique within the Ford stand showcases a bunch of pre-existing products that are available to help you customize your future Ranger pickup. It’s a smart strategy that should generate additional sales with those who have the means to spoil themselves. A licence to print money, in other words.

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