Ford Says Ranger Won’t Take A Bite Out Of F-150 Sales

According to Ford, bringing the Ranger back to North America will by no means impact sales in a significant manner for their full-size pickup truck, the F-150.

In fact, Ford’s president of global operations, Joe Hinrichs, stated that “The F-150’s gotten bigger over time and more expensive. We believe there’s room now to slot the Ranger in very nicely in the showroom.” The first Rangers should become available in January of next year.

“There always will be some substitution, but this is more of a lifestyle vehicle for people who want to use it for different purposes,” added the Ford exec.

The new Ranger is priced from $25,895, including shipping, and can set you back more than $40,000 if you go for the top spec, similar numbers to those of the segment-leading Toyota Tacoma, but more than what you’d pay for a Chevy Colorado or a GMC Canyon, which are priced from $21,495 and $23,095 respectively.

Back when the old Ranger was still being sold in the U.S., it was regularly among the segment’s top sellers, and even held the no.1 spot in 2004. Ford routinely sold more than 300,000 units per year in the 90s, before sales began to drop in the early 2000s, reports Automotive News.

The good news is that customers have yet again begun looking at midsize pickup trucks, a segment that has gone up 18% so far this year, after a mere 1% increase in 2017.

“We’re very excited about the growth we’re seeing in the midsize segment. We believe bringing back the Ford Ranger will add to that excitement and get more interest in that segment,” concluded Hinrichs.

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  • Dr Bjorn K. Von Strangefingger

    Of course they won’t. How could Ford be wrong?

  • FordMopar

    For customers who came in to look at F-150s and then walk away due to large size or whatever. This new Ranger will keep them in showroom as an alternative than to go out to Toyocrap dealers and others for their mid-size trucks. Ford should’ve brought it back sooner!!

  • Craig

    It’s all the truck I would ever NEED. I might WANT something bigger…. but this would be fine.

  • They will sell a lot of these.

  • TheBelltower

    I get why people are enthusiastic about the return of the Ranger. But this looks really mediocre. If it weren’t for the strip of LEDs, it would look straight out of the 1990’s.

    • brn

      Go look at a 90’s Ranger (or any small pickup) then come back here and correct your statement.

  • Mr. EP9

    Oh, so what’s the deal with the Ranger Raptor then” If this won’t be a threat to the F-150 than the same should be true for the Raptor as well.

    • brn

      Ranger Raptor probably isn’t worth the trouble right now. Establish the Ranger. Bring special editions later.

  • Jerry Hightower

    Had Ford updated and redesigned the older Ranger they could have been selling them all along. Instead they cancelled it. There is still a market for the smaller Ranger Too bad the industry just see it. I don’t want a large vehicle. That’s why I recently bought a 2008 Ranger and couldn’t be happier.

    • Galvanics

      I bet Koreans will take up the slack before the yanks and the japanese do.

    • Six Thousand Times

      Old guys really love those things!

  • Six Thousand Times

    You can get a nice aluminium F150 with a V-6 that’s pretty efficient but those are big AF. I think the Ranger will sell to a different customer.

  • Jin Tao

    Ford discontinued Ranger: Ranger is biting into the F-150 sales.
    Ford brings back Ranger: Ranger Won’t Take A Bite Out Of F-150 Sales.

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