Why Ford’s Forgotten Party Truck Is Exactly What America Needs Right Now

Just a couple of years ago, a study found that American pickup trucks had, on average, gained about 1,300 pounds since the 1990s. Today’s trucks are bigger, heavier and more powerful than ever before, thanks in no small part to the rise of electrification.

Vehicles like the Chevrolet Silverado EV and the Hummer EV tip the scales at more than 9,000 pounds, while their instantaneous torque availability and ludicrous horsepower outputs mean that they can accelerate as fast as a Porsche 911.

But new trucks aren’t just big. They’re boring.

Across the board, the segment’s incremental drive toward increased utility has actually made trucks less useful as daily drivers.

They’re cumbersome to drive. They’re difficult to park. And they’re downright expensive, siphoning themselves off from drivers who could find use in a small vehicle with a bed.

What’s more, there’s very little variety, with blocky designs and drab colorways dominating the market.

Instead of another towering double-cab monstrosity, America could use something fun. Something that doesn’t take itself too seriously. Something, say, like Ford’s forgotten Ranger Splash.

Ford

Recreational utility

In case you weren’t already familiar with the Blue Oval’s party truck, the Splash package first appeared on the Ranger platform in 1993, bringing a unique monochromatic design, lowered suspension and a set of striking aluminum or chrome wheels.

The option was mostly an appearance upgrade, but it did introduce a flareside pickup box that was exclusive to the Ranger in the compact segment.

To highlight the truck’s real-world recreational utility, Ford followed up with a pair of outrageous concepts known as the Sea Splash (sporting a lengthy, color-matched canoe) and the Sky Splash (affixed with a hang glider and launch pad).

Ford

Rather than marketing the Ranger Splash for its size or its power, the Blue Oval instead focused on the fun factor. In the truck’s brochure, Ford stated that “a typical Splash buyer will be young, single, with an on-the-go lifestyle.”

Granted, these same adjectives apply to much of the truck-buying demographic today. However, the industry has only just recently started to revisit the compact pickup segment.

The Ford Maverick kicked things off in 2022, and upstarts like Slate have since demonstrated that the demand is there. In just two weeks, the company managed to rack up 100,000 reservations for its customizable, low-cost EV pickup.

Between the growing number of affordable compact pickups and the increasing popularity of kei truck imports, there’s a clear call for smaller vehicles equipped with a bed.

The ’90s are calling

Now, if you’ve been keeping up with Ford’s releases over the past few years, you’ll know that the Ranger Splash package did technically make a return in 2022. But that truck was little more than a revival in name.

Ford

Along with being physically larger — the Ranger now being a mid-size pickup — the new Splash package lacked the quintessentially ’90s graphics, color-matched bodywork and flareside bed of the original.

And it’s a shame, really, because Ford had an opportunity to capitalize on the nostalgia of the Ranger Splash’s namesake.

With millennials now having enough disposable income to purchase the poster cars from their youth, events like Radwood have exploded in popularity. Moreover, collectible 1990s-era vehicles increased in value by an average of 78 percent between 2020 and 2023.

Toyota

Industry answers

It’s a trend that’s become too obvious for the industry to ignore. For instance, at Sema 2024, Toyota debuted the above two-door TRD Surf concept as an homage to the first-generation 4Runner. Painted in a shade of dark navy, it echoed the spirit of the original with its removable hardtop, turquoise stripes and vibrant wave graphics.

Even Ford has taken another swing at capitalizing on the ’90s nostalgia in the form of the Mustang FX package. With its teal paint, Oxford White accents and retro-inspired Mustang text atop the rear window, it made for a clear callback to the Fox Body Mustang of old.

All to say, today’s trucks might be bigger and more powerful than ever. But there’s still room on the road for a pickup that’s small, colorful and fun.

So, Ford … how about taking another crack at the Ranger Splash?

Related Topics