Ford chief kicks off specialty equipment show

Monday, Nov. 3, 1997 | 4:16 a.m.

"If you're (going) to head into unknown and uncharted areas, this is the vehicle," Jac Nasser, president of Ford Automotive Operations, said Monday during his keynote address at the Specialty Equipment Market Association convention.

The Baja Baby Ranger, which comes equipped with a tool kit, is built as the perfect vehicle for a romp through the desert.

It's also an example of what a little innovation can do.

To create the truck, Ford started with a new 4x4 1998 Ranger with regular cab and short bed then added a front brush guard and a carrier for a dirt bike. A canvas sheet over the truck bed provides protection at night or against wind, rain or sand.

"The Baja Baby Ranger is really the essence of a Ford tough truck," Nasser said.

Thousands of car manufacturers, parts distributors and car-show producers are attending the SEMA convention this week, looking for the latest gadgets and accessories for vehicles. Some 2,000 new products will be shown. For drivers who love their souped-up trucks, monster wheels and obnoxious stereo equipment, this is the place to be.

"There are very few industries in this whole world that can actually do what we're doing," Nasser said. "From a business perspective, this is a fabulous opportunity for everyone. Any business needs enthusiasm."

Nasser, who calls people who purchase products to spruce up their vehicles "enthusiasts," said car manufacturers must have enthusiasm in order to develop and build products customers will feel passionate about driving.

Nasser told the group that their suggestions helped Ford make important modifications to the new heavy-duty F-series. Ford incorporated jacks and outlets for add-on equipment and provided power connections for snowplows.

Ford will unveil the new truck Tuesday during the convention.

Nasser also showed off the 1998 Ford Ranger during his speech. The Ford Ranger has been the nation's No. 1 selling compact truck for the past 11 years, he said.

Nasser announced that Ford will be making its Rangers, F-Series and F-150s with four doors.

He jokingly said the Ford philosophy was -"When in doubt, add a door."

Before Nasser ended his speech, the Mustang Super Stallion roared into the ballroom at the Hilton Convention Center. The blue and green car can run on either pure gasoline or ethanol. The inside of the car features leather seats and a driver-oriented instrumental panel to monitor engine performance.

While Ford doesn't intend to market the car, it is considering the car's technologies for other vehicles.

"This industry would not be what it is today if we weren't able to focus and channel our enthusiasm," Nasser said.