The market for pickups in Ireland is around 3,000 units annually, or about 10 per cent of the entire light commercial vehicle sector, writes Brian Byrne. The user base includes the agriculture sector and farming, contractors and utility workers, and tradespeople who need to transport their own machinery and materials to site. There is also a lifestyle segment where people choose pickups instead of SUVs because their personal or family needs involve equipment like trail bikes, jet skis, and similar gear. Some simply like the image of what Americans call a 'truck'. In Ireland, six pickup models are available, two of which are electric, from five brands. Last year, Toyota and Ford accounted for over 70 per cent of pickup sales here.
After several years of leading pickup sales in Ireland, Ford’s Ranger fell to second place in 2025, overtaken by Toyota’s Hilux by just two units. While it might have been slightly frustrating for the blue oval brand, they have little to be ashamed of. The trade wisdom is that the Toyota pickup benefited from the unavailability of the new Land Cruiser for much of last year, prompting loyal LC customers who couldn’t wait to opt for the double-cab Hilux instead, boosting its sales by 139 per cent compared to the previous year.
Pickups typically don’t change much in overall shape, so differences are mainly in styling details. Ford has always styled its vehicles well, and this second generation of the modern Ranger, launched in 2011 to replace a previous model jointly developed with Mazda, has a bold appearance popular with those who dream of the American prairies or the Australian outback. Even if the nearest they get to these landscapes is Dublin's Phoenix Park.
The latest grille design is more understated than previous versions, with the blue oval logo on a bar replacing the large 'FORD' lettering. However, the prominent LED running lights complement the main lights well, creating a distinctive presence. It has a tall front end, with suspension riding high on 18-inch alloys. Sold here as a double-cab, the Ranger PHEV has a shorter load bed, but with a 1,000kg payload, a towing capacity of up to 3,500kg, and room for two of those aforementioned bikes without dismantling, making it a reliable weekday workhorse that can also serve as a fun family vehicle at weekends.
Inside, the cabin offers ample space front and back. The dashboard design is fully Americana, with large surfaces and vents. A central vertical screen provides clear system control and navigation without taking up too much space. Climate control is managed with physical buttons, steering wheel controls are clearly labelled, and the driver’s instrumentation features large, colourful, intuitive graphics. It’s straightforward but stylish enough to be interesting. The rear seats offer full comfort for three passengers.
In 2025, the Ranger expanded its range by introducing a plug-in hybrid version here, alongside 2.0- and 3.0-litre diesel models, and a 3.0 V6 petrol on the high-performance Raptor. The PHEV, the first such pickup in Europe, was my test vehicle. Its powertrain is based on the 2.3 EcoBoost petrol four-cylinder engine, paired with a 75kW electric motor and a rechargeable battery offering an estimated EV range of around 45 km. The combined system delivers a robust 271hp. Paired with Ford's 10-speed automatic transmission, it runs quietly and smoothly on the road, with seamless shifts in hybrid mode, especially in stop-and-go traffic. It’s also capable off-road, thanks to an on-the-fly electronic terrain management system that configures for towing, loose surfaces, and challenging terrains like mud, ruts, and sand.
The Ranger PHEV is available in three trims; my test vehicle was the mid-range Wildtrak, featuring additional exterior trim and a partial leather interior, with matching stitching and logos. The overall feel is premium and prepared to withstand fairly rough use. This is clearly intended as the lifestyle version of the Ranger.
For full-time heavy-duty work, a diesel with a more basic trim would be preferred. My fuel consumption averaged 8.5L/100km, which, considering the vehicle's size and petrol engine, is comparable to diesel models and a sensible choice for predominantly urban driving.
PRICE: From €62,458; review model €69,452 before extras. WHAT I LIKED: The feeling of being a (wealthy) urban cowboy.
