End of the "Ranger" in North America.Good or bad news for Ford?

[IH84DZ]

Originally Posted by Mazingo

Mazda dropped the pick-up because it was not selling as well as Rangers did,and also Mazda were about to take some distance from Ford.




The sales dropped because the engines and transmissions offered were not even from this century.Ford has been trying for years to kill the Ranger ,but people have been buying them anyway.Now they say that it's not selling well after letting the truck unchanged for so long.I hate GM and Nissan ,so Tacoma it is .

The Mazda and Ranger were built together at TCAP. They were not mutually exclusive and the operational cost of TCAP sorta required a certain amount of output. Without one there would not be the other.

Ford has been putting Mazda gearboxes and Cologne motors in their cars for YEARS. Yes the 4.0SOHC was on it's way out but that doesn't mean it's the reason the truck was discontinued. The bottom line is that if there is a big enough market for a product someone will produce it. It is also safe to say that if someone doesn't produce something the public wants - there most likely isn't a large enough market or cheap enough technology to justify production costs. The Ranger certainly fits the former more than the latter

[mac.mogul]

When it comes down to it, Ford is looking for PROFITS.

Selling the Ranger in America is NOT a profitable venture for the blue oval. They simply will NOT make money selling it here.

My guess is once volume goes through the roof in other countries and they get the profit they are looking for, it is likely to appear on our shores but not until then.

Ford is likely working very hard and spending a lot of money to revamp the F series trucks to reflect the new design direction used by the rest of the company. The F-Series is THE truck for North America. It doesn't make financial sense to spend MORE money marketing and selling a new Ranger to a majority population that doesn't want it.

Let's face it: If Ford launched the 2012 Ranger in America there is no way that they would make money off of this pretty little pickup. That's not to say it wouldn't sell because plenty of Ranger 'fans' would buy one, but considering only 55k people bought the last Ranger... Ford has their work cut out for them if they want a home-run.

[RonMaiden]

Toyota rules the midsize pickup segment and this year Tacomas have been selling at a rate of 10-12,000 trucks a month which is a 25-30% bump over previous years sales and I don't think Ford is interested in competing in that market right now.

[BlueFlik]

Originally Posted by matmatician

Here in WA, small trucks like the Ranger are EVERYWHERE. Between the snow and constant rain, having a small, inexpensive 4wd spare vehicle is extremely common. I even almost bought an old ranger last winter since we got so much snow... I say bring the Ranger back to us, and bring us an AWD focus while you're at it!!

Agreed. At home in rural Nova Scotia, the Ranger is extremely popular. Some buy it for the occasional utility and the security of 4WD, but most need a truck for work or farm/home use, and a new Ranger is a capable, fuel efficient, and cheap (important due to a low average income) alternative to a 10 or 15 year old full size pickup.

The local Ford dealer isn't impressed - the Ranger was by far their best seller. They say Ford is hoping the Fiesta will replace sales for those who simply wanted a minimum cost new vehicle, and the F-150 would take the truck market. Needless to say, they don't expect that to happen.

As for the Tacoma, I can't see that many potential Ranger customers springing for one - they're very different beasts. The Ranger was a super-low budget entry level truck, priced from $9000 - $18 000 fully loaded. The midsize Tacoma is more of an enthusiast vehicle, starting at more than a top end Ranger ($23 000), and a loaded one pushes F150 Supercrew territory ($38 000).

Just my 2 cents

[Mazingo]

Originally Posted by IH84DZ

The Mazda and Ranger were built together at TCAP. They were not mutually exclusive and the operational cost of TCAP sorta required a certain amount of output. Without one there would not be the other.

Ford has been putting Mazda gearboxes and Cologne motors in their cars for YEARS. Yes the 4.0SOHC was on it's way out but that doesn't mean it's the reason the truck was discontinued. The bottom line is that if there is a big enough market for a product someone will produce it. It is also safe to say that if someone doesn't produce something the public wants - there most likely isn't a large enough market or cheap enough technology to justify production costs. The Ranger certainly fits the former more than the latter

I don't think it would have cost that much to fit a 2.5 and a 3.7 in the current Ranger platform ,with some updated sheet metal,grill and interior.Funny that Ford can have 5 SUV's and crossovers but no small trucks.And those who liked the rugged look of the previous escape are far than impressed with the new "soccer mom" look of the Escape.

[GN Prime]

Originally Posted by Mazingo

I don't think it would have cost that much to fit a 2.5 and a 3.7 in the current Ranger platform ,with some updated sheet metal,grill and interior.Funny that Ford can have 5 SUV's and crossovers but no small trucks.And those who liked the rugged look of the previous escape are far than impressed with the new "soccer mom" look of the Escape.

thats exactly why my mom won't even test drive a new escape! she keeps saying it looks like a minivan. she will probably get a used pre-2013.

[TheGlassMaker]

Originally Posted by Mazingo

The Sportrack had more in common with the late 90's Explorer that the Ranger.Actually it was simply a "chopped off" SUV with a small box.It didn't sold well because it was very heavy,very expensive and a guzzler.It was no surprise that it didn't last very long on the market.

Yes but the explorer is built off the ranger. same axles, engine, trans, t-case, dash, seats front end. Same goes with the sportrac. You'll hear most ford fans calling the bronco 2, sportrac, and explorer RBVs. "Ranger base vehicles" they are all the same truck just a different body.

[NBFocus]

Originally Posted by ranger_mclaren

Yes but the explorer is built off the ranger. same axles, engine, trans, t-case, dash, seats front end. Same goes with the sportrac. You'll hear most ford fans calling the bronco 2, sportrac, and explorer RBVs. "Ranger base vehicles" they are all the same truck just a different body.

Sounds like you've been around TRS or Serious Explorations with the RBV talk. I used to be on both those websites as I am a former Explorer and Ranger owner. I LOVED my Ranger, but traded it for my Focus do to the fact that I didnt need a truck, and I also had a 2000 Focus so I was a true Focus Fanatic.

[blank102]

Originally Posted by NBFocus

What Ford has done to "replace" the Ranger, is they are offering the "F150 STX".
It's a very basic F150, crank windows, manual locks, etc. It runs right around the same price as a new Ranger, its better on fuel, can haul more, and it comes as either a 2wd or a 4x4. Not to mention that it's got a sporty appearance pack with alloy rims and a paint matched grille. Really good value for someone who wants an affordable basic truck that doesn't look basic as it drives down the road. PLUS, it's cheaper than an XL, cause its more "light duty"

So you get this, for a starting price of 21,521 CDN.



Here's a little excerpt from the Ford website.

Is this offered in the U.S.?
I don't see it of Fords website.

[wigman1]

I actually looked at Rangers last year, knowing they were going out of production and thought I should grab one before they were gone. My first pickup truck was a 1984 Ranger with a 2.3L Pinto engine in it, and I LOVED it. The new one I liked went over $25 grand. Then I looked at the F150's, and for the same money got a a=full sized pickup with better gas mileage than the Ranger would have had. AND I can actually fit 3 people in the front seat without looking like people-in-a-jar. I can understand Ford getting rid of it, but it doesn't take the sadness out of it at all. Goodbye to a really nice little truck. . . .

Wig