Ford Ranger Sales Down

[MagneticRanger]

I posted my opinion on the Ford Authority website and it was removed from the comment section.

IMO......I honestly believe Ford is probably re-evaluating the future of the Ranger in NA. The Maverick has pretty much cannibalized the reason to sell the Ranger in NA. I'm not at all saying the Maverick is the direct replacement for the Ranger because it is not.

But people are either buying a small pickup to do 90% of what everyone needs a pickup to do and if it comes down to heavier towing/hauling the F150 is going nowhere and will be marketed to that audience.

Do I believe '24 Ranger models will make it to dealers .... probably but I honestly believe the writing is on the wall....the Ranger would live on overseas and abroad as a global model most likely. The platform it is built on here in NA will carry on for the Bronco for most likely.

As everyone knows it's not the first time Ford has sent the Ranger away .....it makes me sad because I really enjoy mine.

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[RedlandRanger]

IMO......I honestly believe Ford is probably re-evaluating the future of the Ranger in NA. The Maverick has pretty much cannibalized the reason to sell the Ranger in NA. I'm not at all saying the Maverick is the direct replacement for the Ranger because it is not.

But people are either buying a small pickup to do 90% of what everyone needs a pickup to do and if it comes down to heavier towing/hauling the F150 is going nowhere and will be marketed to that audience.

Do I believe '24 Ranger models will make it to dealers .... probably but I honestly believe the writing is on the wall....the Ranger would live on overseas and abroad as a global model most likely. The platform it is built on here in NA will carry on for the Bronco for most likely.

As everyone knows it's not the first time Ford has sent the Ranger away .....it makes me sad because I really enjoy mine.

I hope you are wrong but more and more I fear you are right. I'm sure the '24 Ranger will eventually make it to dealers - the question is - will there be a '25 or a '26 Ranger in NA?

For me (apologies to anyone who owns one) - I think the Maverick is hideous and it isn't enough of a truck for me, not being a body on frame truck that can tow or haul more.

If Ford does decide to kill the Ranger again, I guess I will have to go look at the new Tacoma eventually. Rumor is they are bringing out a hybrid next year and Toyota does have a whole lot of experience with hybrids. It is too bad, because I really love my Ranger - this is my 4th Ranger and the one I have enjoyed the most - and has been the most capable. F150s are too big and too expensive for me.

 

[Friday yet?]

I think the Maverick is hideous and it isn't enough of a truck for me, not being a body on frame truck that can tow or haul more.

+1 at my house. Even the Warden would agree. I rank it with those odd looking Accords that have the "no trunk lid" option.

 

[JohnnyO]

Vehicle shortage due to the pandemic and other things.
When I got mine in March '21 it was the only one on the lot and it was a slightly used '20 with 5000 miles. Owner decided it wasn't big enough and traded it on an F-150, I was told.
Luckily it was exactly what I was going to order anyway, STX, 4x4, tow package, and not much else.
I get that they're prioritizing Bronco production but those things have had a crap-ton of quality control issues bad enough that the plant manager got fired, something that our resident retired Ford engineer says never happens.
The big Ford dealer where I got mine has had a ton of F-150's the last few years but almost no Rangers. If vehicles are short I suppose the Ford and the dealers both would rather sell $60k F-150's instead of $35k Rangers.
Bud of mine in another Ranger forum ordered a new '23 Tremor last year and it took 6 months to come in.

 

[Sojourner]

I picked up my 2023 the day it arrived on the lot, I had been watching for Rangers online for a few months with none to be found. I was lucky a dealership about 40 miles away had one in transit that was the exact color and trim with all the options I wanted.

Same. Had been searching/waiting for over a year for the Tremor we wanted (the last 6 months was hoping for Azure Gray). We were at the dealership waiting and bought the Azure Gray XLT Tremor as it was coming off the delivery trailer.

For me (apologies to anyone who owns one) - I think the Maverick is hideous and it isn't enough of a truck for me, not being a body on frame truck that can tow or haul more.

+1 at my house.

+2

 

[Motorpsychology]

Ford has previously told their suppliers to plan on NA Ranger production to continue through 2029. Suppliers need that information to plan their own capital investment.
What could see happening is Ranger becomes an "F-125." The 6G Ranger's footprint is nearly identical to to the original F1 (1948-56) in overall dimensions to the ROW regular cab. This would allow for a less expensive, full range F-Series entry level pickup, and keep the Super Duty range the same. Ranger currently has a 1700-1800lb payload and 7500lb towing (Raptor is less), which captures nearly all the F-150 intenders; most everyone that needs more than that would jump up into Super Duty as they do now.

 

[Todd Chapin]

I drive by my Ford dealership almost everyday. I have not seen a new Ranger on the lot in over a year. They had 20+ in 2019 when I bought my truck.

 

[Ranger_Pawl]

I posted my opinion on the Ford Authority website and it was removed from the comment section.

IMO......I honestly believe Ford is probably re-evaluating the future of the Ranger in NA. The Maverick has pretty much cannibalized the reason to sell the Ranger in NA. I'm not at all saying the Maverick is the direct replacement for the Ranger because it is not.

But people are either buying a small pickup to do 90% of what everyone needs a pickup to do and if it comes down to heavier towing/hauling the F150 is going nowhere and will be marketed to that audience.

Do I believe '24 Ranger models will make it to dealers .... probably but I honestly believe the writing is on the wall....the Ranger would live on overseas and abroad as a global model most likely. The platform it is built on here in NA will carry on for the Bronco for most likely.

As everyone knows it's not the first time Ford has sent the Ranger away .....it makes me sad because I really enjoy mine.

Exactly what I think too. Ford does really well overseas with the Ranger, but they don't seem to have any interest in selling them in NA. Why? Only they know as they never mention the Ranger.

 

[MagneticRanger]

Exactly what I think too. Ford does really well overseas with the Ranger, but they don't seem to have any interest in selling them in NA. Why? Only they know as they never mention the Ranger.

From Ford Authority's website.... the current #'s are...

From Ford's Michigan Assembly Plant there has been (128,188)... 2024 Broncos built to date....in comparison there has been (656)... 2024 Rangers built to date.....they are both on the same assembly line platform.....I think that speaks for itself.

If any manufacturer had a real desire to sell any of their products ....this wouldn't be how it's done

 

[RedlandRanger]

From Ford Authority's website.... the current #'s are...

From Ford's Michigan Assembly Plant there has been (128,188)... 2024 Broncos built to date....in comparison there has been (656)... 2024 Rangers built to date.....they are both on the same assembly line platform.....I think that speaks for itself.

If any manufacturer had a real desire to sell any of their products ....this wouldn't be how it's done

Do you have a link for that? That seems like a LOT of 2024 Broncos - I'm curious when they actually started making Rangers - I know it was late for a normal model year changeover.

 

[Motorpsychology]

From Ford Authority's website.... the current #'s are...

From Ford's Michigan Assembly Plant there has been (128,188)... 2024 Broncos built to date....in comparison there has been (656)... 2024 Rangers built to date.....they are both on the same assembly line platform.....I think that speaks for itself.

If any manufacturer had a real desire to sell any of their products ....this wouldn't be how it's done

I think you misread FA's Figures for the Bronco. There were 128,188 Broncos produced in calendar year 2023, including 2023s and 2024s, not just 2024s.
https://fordauthority.com/2024/01/2024-ford-ranger-production-increased-in-december-2023/
To clarify, the T6 frame for Ranger/Bronco is a modular boxed framework in three sections, front/middle/rear. Depending on application, the frame can be shortened or lengthened for Ranger (Super Crew w/5' box only currently) 2dr and 4dr Bronco, and engine type.

I think the lack of Ford's attention to Ranger is fourfold. In no particular order:

• No super Cab or SuperCrew/6' box option. Yet. There were NA-spec (US exhaust plumbing, side markers, CHMSL) test mules in these configurations running around Dearborn in summer 2022.
• Ford may be really really making sure the intro of such goes right.
• Ford playing wait & see if GM brings out more Colorado/Canyon configurations, and what the take rate is on the Tacoma SR5 and Frontier SV Ext. cab and Crew Cab long box editions. Right now they are the only midsize trucks offering them in NA.
• Ranger tooling was shipped here from Australia after production ceased there in 2016. Under then CEO Mark Fields, the go ahead was given to develop a T6 Bronco, and tweak the Ranger for the NA market. The Bronco was introduced post pandemic, and the Ranger keeps drawing the short straw on parts compared to Bronco.

Ford Ranger is the number one or two selling pickup in every other market it's offered. It's a good truck. But it is hobbled in NorthAmerica by the F-Series, and as log as there are F's, Ranger will suffer. I am guessing that Ford's margin on Ranger is better than that on Maverick, but Mav''s aren't a threat to F-series numbers in the eyes of the big truck's management.

Ford has whipsawed on BEVs (other mfrs. too) taking every possible penny profit, and then some, to become all BEV all the time. The partnerships with Rivian and VW have been are being shut downor reassessed; only one model on VW's MEB platform for the EU will use it. Now they cut e-investment by $12B. Same pattern as all the mobility and subscription fluff they bought into and later cancelled.

 

[OregonRangerTremor]

Latest FA had this article:
https://fordauthority.com/2024/01/ford-ranger-sales-numbers-figures-results-fourth-quarter-2023-q4/

This is my shocked look...
My local dealer hasn't had any new Rangers in stock for the past two years at least, save a special order. A couple of used ones, but that is it. When I purchased mine in February 2020, they had at least 5 in stock. Also, in this market anyway I haven't see a single advertisement that even shows a Ford Ranger, much less making it a focal point of the ad. Of course I live in Mayberry or Bugtussle (depending on your preference), maybe you guys in the larger markets might have seen an ad with a Ranger? Inquiring minds want to know. They don't even have any Ranger apparel...

I have seen no ads for the Ranger. My Dealer may have one on the lot from time to time (new) for sale and that is it. Going through a two year wait on my Bronco, I know this much; The Ranger and Bronco are made in the same plant and there has been a strong emphasis to build Broncos at a rate of 70 to 30 (Ranger). So Ranger production is low in comparison. Add in lack of available parts to complete builds and then a plant shut down and back log from the strike, it's where we are. You don't see Bronco ads on TV for the same reasons. IF things normalize...then you may see some Ranger ads in conjunction with F150. It is a great mid-size pickup and I hope they continue with it.

 

[Dean]

No big deal. Production stalled as they reconfigure for the new generation. Just a shame they were not able to build up a surplus before the changeover. But there could be many reasons for that. Weak economic outlook going into the next year, etc.. Not having inventory for a popular product is not the best place to be, but it is not as bad as having a surplus of product sitting on the lots in a bad economy and nobody can afford to buy one.

5G Rangers are popular. I often get positive feedback and inquires regarding my 2019 XLT.

I came out of the post office the other day and a guy offered to buy my truck. I wonder if it is the case where he visited the dealer and they told him they could get a hold of one.

 

[NotBudule]

Kinda hard to get excited about a new Ranger when the people that make them sure don't seem to be , maybe nothing to get excited about , my 21 will do until I see what the competitions SuperCab looks like ...

 

[Motorpsychology]

Kinda hard to get excited about a new Ranger when the people that make them sure don't seem to be , maybe nothing to get excited about , my 21 will do until I see what the competitions SuperCab looks like ...

10-4. I ordered my 2021 outright before the shortages hit. I spec'ed it as my 20 year truck, but I already have 54,000 miles on it in 32 months. At this rate she'll have to go 400,000 miles in 20 years. Ford's current plan is to build a BEV Ranger in 2029 (2030 model year), whether that will be a replacement for, or alongside the ICE Ranger, or gone from NA altogether remains to be seen. at my current rate of driving, I'll have about 182,000 miles on it in 2030, I'll see who's got what at that time.

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