2021 Ranger sales down dramatically

[VAMike]

This reminds me of all the press about how the ranger was selling badly in its first quarter of release...when there were no rangers in inventory. Gotta write something for a headline, right?

 

[Hounddog409]

Brah. I just had a bag of doritos and there were plenty of bags at the store!!!!

Great comeback. And no mention of spelling.

 

[halligan1201]

easy to request when things in the world are normal.
but i wouldnt be surprised if there are clauses in that contract that allow for acts of god, or other things out of their control...such as a global pandemic.

Correct but the point being Toyota didn't cancel orders with suppliers, including chips, when everyone else did. This gave them a production cushion that allowed them to get ahead a bit. Now that they've exhausted that cushion, we should see them begin to have the same supply backlog everyone else has.

 

[Motorpsychology]

could be in competition with their own maverick for the same people

No Maverick sales were reported for August. Tough month for Ranger, but year-to-date is up 3.9%.

 

[janitorjim]

No Maverick sales were reported for August. Tough month for Ranger, but year-to-date is up 3.9%.

I don't think there are any sales yet of the maverick. My point is that some people that would go with the ranger because it is smaller than a f150 will want to order the maverick because it is even smaller. It is of course not going to be the only reason for the drop in numbers and maybe/likely not a large reason. It was just a suggestion

 

[Desert_5G]

Oh, a %67.7 sales drop for the 2021 Ranger in August.

August 2021 Truck Sales Go Down: Ford Ranger Has An Especially Hard Time - The Fast Lane Truck (tfltruck.com)

Besides the chip thing. They cut back Ranger production to produce more Bronco's. Which is great from my POV. Less Rangers at dealers the higher chance I can sell mine.

 

[Delirious]

Also kinda hard to buy a truck that is barely being advertised.

No need to advertise something they don't have.

 

[AzScorpion]

No need to advertise something they don't have.

This is true but advertising (good or bad) still sticks in your mind. Remember the Seinfeld episode when George steals his dates clock because he thought she took his fur hat. He goes back and says "Costanza". lol That darn Mennen commercial sticks in my head to this day. ?

I don't watch a lot of tv but I've never seen a Ranger commercial. Even before the shortages I would see F150's and tons of Tacoma commercials but never one for the Ranger.

 

[Motorpsychology]

I don't watch a lot of tv but I've never seen a Ranger commercial. Even before the shortages I would see F150's and tons of Tacoma commercials but never one for the Ranger.

Same here in the north. Rangers only appear in "everything" ads and on rare occasions on dealer ads but that has been awhile. We are inundated with Ram and Dodge Charger ads, in-between the GMC ads. Toyota does everything ads.

 

[Delirious]

This is true but advertising (good or bad) still sticks in your mind. Remember the Seinfeld episode when George steals his dates clock because he thought she took his fur hat. He goes back and says "Costanza". lol That darn Mennen commercial sticks in my head to this day. ?

I don't watch a lot of tv but I've never seen a Ranger commercial. Even before the shortages I would see F150's and tons of Tacoma commercials but never one for the Ranger.

You are correct and I unfortunately do not remember that episode of Seinfeld. But you're absolutely right especially when you factor in subliminal messaging in the advertising.

 

[RANGER PRIDE]

Correct but the point being Toyota didn't cancel orders with suppliers, including chips, when everyone else did. This gave them a production cushion that allowed them to get ahead a bit. Now that they've exhausted that cushion, we should see them begin to have the same supply backlog everyone else has.

lets not forget, that A taco isnt a relatively high tech vehicle.
if they had 10000 chips, they could build 10000 trucks.
Ford could build 5.
Thats a joke though for those that cant laugh a little.

but it's probably closer to reality than we think.

 

[ScrappyLaptop]

IIRC they bought up a lot of chips while everyone else was sitting on their @ss! There's an area here called dealer row which has just about every manufacturer on it. The Toyota dealer is the only one that has a good amount of vehicles on their lot. The others are basically empty collecting dust.

Toyota invented Just In Time ordering nearly 50 years ago. But their version is complete and accounts for predicted shortages as best it can with redundant suppliers and caches to tide over during shortages. When the system was adopted here, most of that was slowly discarded one feature at a time to boost quarterly profit statements. As I understand it, they've been hit by chip shortages, too, but to a lesser degree. They didn't cancel their orders with all suppliers for a given chip and give up their place in line.

 

[ScrappyLaptop]

Toyota Finally Hit By Chip Shortage, Will Shut Down Production

https://www.motor1.com/news/527908/toyota-chip-shortage-production-pause/

 

[Scooter]

The CEO's and upper management will get their bonuses, even though they predicted the market and chip shortages incorrectly. Its all about maximizing quarterly profits. The day's of having parts on the shelf is long gone.

 

[ScrappyLaptop]

The CEO's and upper management will get their bonuses, even though they predicted the market and chip shortages incorrectly. Its all about maximizing quarterly profits. The day's of having parts on the shelf is long gone.

Honestly, I don't think they had a clue as to how chip foundries in east Asia operate, or the business environment they operate in. It almost felt like they were treating the chip suppliers the way they do their local (Canada, USA, Mexico) manufacturer-suppliers that might fold without their automaker contracts. Chip & board makers have long enough lead times, varied enough customers and high enough demand that any one or three medium-large customers like Ford can drop out and the foundries and factories will still be running at capacity. Someone else will just take their place in line, and that's exactly what happened.