Ranger advertisement

[Friday yet?]

Sitting here this morning getting caffeinated and catching up on my 5G threads. Was just in a thread where a few of my fine fellow forum members mentioned never seeing an ad for the Ranger. Which made me remember........

About 3 - 4 weeks ago I had a Ranger commercial hit my Instagram feed. Yes, a full on commercial for the 2024 Ranger. I have two Instagram accounts (1) one for our extended family so we can easily stay in touch and (2) one I use mostly for old school / historic semi truck interests. The Ford ad hit my 2nd account. At the time I remember thinking that I had to figure out how to get a link for that ad and post it here on 5G. But, I got busy, forgot about it...... until visiting here this morning.

I'll try to see if I can find it on Instagram. Not feeling lucky though as it only hit my account that one time. And even if I do find it, there's still that whole thing about me trying to post an instagram link for it here on 5G. Getting a skull cramp just thinking about that maneuver.

Update on Jan 18th:
Saved from demonstrating my phone / instagram IT skills as I could not find the ad. Pretty bad when an ad won't coming up in a "2024 Ford Ranger" search.

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[Motorpsychology]

Sitting here this morning getting caffeinated and catching up on my 5G threads. Was just in a thread where a few of my fine fellow forum members mentioned never seeing an ad for the Ranger. Which made me remember........

About 3 - 4 weeks ago I had a Ranger commercial hit my Instagram feed. Yes, a full on commercial for the 2024 Ranger. I have two Instagram accounts (1) one for our extended family so we can easily stay in touch and (2) one I use mostly for old school / historic semi truck interests. The Ford ad hit my 2nd account. At the time I remember thinking that I had to figure out how to get a link for that ad and post it here on 5G. But, I got busy, forgot about it...... until visiting here this morning.

I'll try to see if I can find it on Instagram. Not feeling lucky though as it only hit my account that one time. And even if I do find it, there's still that whole thing about me trying to post an instagram link for it here on 5G. Getting a skull cramp just thinking about that maneuver.

Interesting; the fact that they would advertise at all. MAP hasn't been building Broncos or Rangers at anywhere near full production. MAP was a targeted plant during the strike, but production still has been almost nonexistent since. One (me, anyway) can only hope they are tooling up a SuperCab & SuperCrew w/6'box, and/or fixing a potential furure recall. Since I left the car biz, I have less ability to peak under the tent, but here are the 4Q and 2023 sales numbers:

 

[RedlandRanger]

Interesting; the fact that they would advertise at all. MAP hasn't been building Broncos or Rangers at anywhere near full production. MAP was a targeted plant during the strike, but production still has been almost nonexistent since. One (me, anyway) can only hope they are tooling up a SuperCab & SuperCrew w/6'box, and/or fixing a potential furure recall. Since I left the car biz, I have less ability to peak under the tent, but here are the 4Q and 2023 sales numbers:

Those are interesting, but I'd love to see actual production numbers (not sales numbers). The fact that they only sold 831 Rangers in Q4 is depressing - but my guess is they probably didn't make many more than that in Q4. Maybe they didn't make ANY in Q4, and those 831 were just left overs from Q3. I know that no dealers in my area have ANY Rangers available, and haven't for a while now.

 

[RedDakooter05]

Anytime I see a ranger in an advertisement it's not even mentioned and is usually seen in the far background.


Hell I saw one ad where they had their entire line up of vehicles in a line... Except the ranger. Ranger was the only one not shown. Ford hates the ranger, it's only here to compete in the midsize market that ford obviously doesn't care about.

 

[BS67]

Checked out several dealers in Nebraska and no new Rangers found. Couple used on lots in Omaha.

 

[MountainGoat]

The other day I had a thought that the whole "Fucking Ford Ranger!!" videos may have been originated by Ford itself as a secret ad for the new Ranger. It would have been clever if the case.

 

[lariat]

Interesting; the fact that they would advertise at all. MAP hasn't been building Broncos or Rangers at anywhere near full production. MAP was a targeted plant during the strike, but production still has been almost nonexistent since. One (me, anyway) can only hope they are tooling up a SuperCab & SuperCrew w/6'box, and/or fixing a potential furure recall. Since I left the car biz, I have less ability to peak under the tent, but here are the 4Q and 2023 sales numbers:

Holy crap, Ranger sales have fallen off a cliff! -92% seems their math is off too. With those numbers, I can't see Ford making many more, or possibly even dropping the entire Ranger line. There's simply no demand. Curious to know the "drivers" behind these numbers? Competition?

I drive my Ranger more than my SUV now. It's been a complete surprise, both on and offroad so it would be sad to see this line dropped by Ford but the writing is on the wall as they say.

 

[lariat]

Those are interesting, but I'd love to see actual production numbers (not sales numbers). The fact that they only sold 831 Rangers in Q4 is depressing - but my guess is they probably didn't make many more than that in Q4. Maybe they didn't make ANY in Q4, and those 831 were just left overs from Q3. I know that no dealers in my area have ANY Rangers available, and haven't for a while now.

Key question for me: how are resale values holding up for used Rangers?

 

[RedlandRanger]

Holy crap, Ranger sales have fallen off a cliff! -92% seems their math is off too. With those numbers, I can't see Ford making many more, or possibly even dropping the entire Ranger line. There's simply no demand. Curious to know the "drivers" behind these numbers? Competition?

I drive my Ranger more than my SUV now. It's been a complete surprise, both on and offroad so it would be sad to see this line dropped by Ford but the writing is on the wall as they say.

I think the demand is there but the SUPPLY is non existent. If they MADE more Rangers, they would SELL more Rangers. Do any of your local dealers have ANY Rangers on their lots?

My thought is that these sales dropping off a cliff are merely the fact that they don't have many Rangers to actually sell. It seems pretty consistent that most people can't find one on any Dealers lot. When they first were being made, the larger dealers around here had 10-15 on their lots and the smaller dealers had 3-5. Now, none of them have ANY Rangers at all - NONE. Lots of F-150s, but no Rangers.

 

[lariat]

Interesting; the fact that they would advertise at all. MAP hasn't been building Broncos or Rangers at anywhere near full production. MAP was a targeted plant during the strike, but production still has been almost nonexistent since. One (me, anyway) can only hope they are tooling up a SuperCab & SuperCrew w/6'box, and/or fixing a potential furure recall. Since I left the car biz, I have less ability to peak under the tent, but here are the 4Q and 2023 sales numbers:

BTW: Where are the Raptor numbers?

 

[lariat]

I think the demand is there but the SUPPLY is non existent. If they MADE more Rangers, they would SELL more Rangers. Do any of your local dealers have ANY Rangers on their lots?

My thought is that these sales dropping off a cliff are merely the fact that they don't have many Rangers to actually sell. It seems pretty consistent that most people can't find one on any Dealers lot. When they first were being made, the larger dealers around here had 10-15 on their lots and the smaller dealers had 3-5. Now, none of them have ANY Rangers at all - NONE. Lots of F-150s, but no Rangers.

You are probably correct, which leads me to my next question: Why did Ford stop making Rangers???

 

[RedlandRanger]

You are probably correct, which leads me to my next question: Why did Ford stop making Rangers???

The cynic in me says they are favoring the higher margin Broncos (which are built in the same plant as the Rangers) - the other wildcard is that MAP (the plant that builds both Rangers and Broncos) was one of the first ones targeted in the UAW strike, so it was shut down for about 6 weeks, producing NOTHING.

As far as I've heard they haven't even started making the 2024s yet.

 

[Motorpsychology]

The cynic in me says they are favoring the higher margin Broncos (which are built in the same plant as the Rangers) - the other wildcard is that MAP (the plant that builds both Rangers and Broncos) was one of the first ones targeted in the UAW strike, so it was shut down for about 6 weeks, producing NOTHING.

As far as I've heard they haven't even started making the 2024s yet.

The strike at MAP and other plants didn't help, but the fact that there were only ~138,000 Rangers and Broncos sold in all of 2023 doesn't reflect the quality of the product, it reflects the quality of the management. Parts shortage problems have gone from a legitimate reason to lame excuse for low production. MAP has the capacity to build 250,000 or more vehicles a year, and I believe they made Focus' at a 310,000/yr rate pace for a short period.

 

[RedlandRanger]

The strike at MAP and other plants didn't help, but the fact that there were only ~138,000 Rangers and Broncos sold in all of 2023 doesn't reflect the quality of the product, it reflects the quality of the management. Parts shortage problems have gone from a legitimate reason to lame excuse for low production. MAP has the capacity to build 250,000 or more vehicles a year, and I believe they made Focus' at a 310,000/yr rate pace for a short period.

Granted, but even though they CAN produce 250,000 vehicles/year, they never approached that number with the 5G Rangers, even before they were building Broncos. I never understood why, just that it never happened. There was a period of time when the 5G was first introduced where they were doing overtime to build inventory but that ended long ago.

I agree the management is to blame for all of this, but I do think it is an effort to focus on higher margin vehicles. I think in many respects Ford is pricing itself out of the game for many people - Henry Ford must be rolling over in his grave....

 

[Tom_C]

The strike at MAP and other plants didn't help, but the fact that there were only ~138,000 Rangers and Broncos sold in all of 2023 doesn't reflect the quality of the product, it reflects the quality of the management. Parts shortage problems have gone from a legitimate reason to lame excuse for low production. MAP has the capacity to build 250,000 or more vehicles a year, and I believe they made Focus' at a 310,000/yr rate pace for a short period.

Wow, that's pretty wild. My rough calculations, based on 300K/yr, 350 work days, 24 hr/days is around 850 cars/day. That's nuts. That's full round the clock production so not sure they do that, but still.

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