Report: Ford Ranger Owners Turning to Competition Over Ford
Now that the U.S.-spec Ford Ranger has been discontinued, many owners of the small pickup are leaving the automaker for midsize entries like the Toyota Tacoma and Nissan Frontier, The Detroit News reports. Ford hoped Ranger owners would turn to the larger F-150 to replace their Rangers, but it appears many are looking elsewhere.
While truck buyers who don’t want a full-size pickup can choose among the Toyota Tacoma, Nissan Frontier, and leftover Chevrolet Colorados, not all Ranger owners are abandoning Ford. Some who don’t turn to the F-150 are driving away from Ford dealerships in an Escape crossover and compact Focus, the report says, which could be due to the automaker offering Ranger owners big incentives to stick with the brand.
Ford decided to discontinue the Ranger pickup after sales of compact pickups shrunk to just 2 percent of the overall American automotive market. Between 1983 and last December when the last truck rolled off the assembly line, Ford built 6.6 million Rangers. While Ford sells a Ranger-badged midsize truck overseas, we don’t expect to see that truck – or Volkswagen’s similarly sized Amarok truck – here.
While high incentives and improving mileage make it easier for some midsize truck buyers to consider a full-size truck, some Ranger owners no doubt prefer the pickup’s compact size, which makes it more maneuverable than the larger F-150. For comparison a Ford Ranger SuperCab is 203.6 inches long compared to the 231.9-inch long F-150 SuperCab. A Toyota Tacoma Access Cab is 208.1 inches long while the Nissan Frontier King Cab is 205.5 inches long.
Do you think a market still exists for a compact or midsize Ford pickup? Share your thoughts below.
Source: The Detroit News
By Jason Udy