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William Maley

Ford News: Half Of Ford Ranger Owners Could Be Leaving To Other Brands

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William Maley

Staff Writer - CheersandGears.com

August 20, 2012

Ford's decision to end Ranger production and move towards an expanded F-150 lineup could cost it about half of its Ranger owners, a new report says.

Ford ended production of the Ranger last year and closed down its St. Paul, Minnesota, assembly plant where the truck was built. Ford said that the market for small pickups was dwindling and the decision was made to not continue with the Ranger. Instead, Ford is pushing Ranger owners to the F-150 or other Ford vehicles.

"We are retaining some Ranger buyers, with the bulk of them moving to F-Series and Escape. As for the compact pickup segment, it has become a much smaller part of the overall industry over the last 12 years," said Erich Merkle, Ford's U.S. sales analyst.

Jesse Toprak, vice president of industry analysis for TrueCar.com says Ford overestimated the number of Ranger owners who would be willing to step up to the F-150.

"We do know that a good portion of would-be Ranger buyers are going to different brand. Ford may have been too optimistic in their assumption of how many Ranger buyers want to buy an F-150."

Reasons as to why Ranger owners aren't snatching up F-150s are the higher price-tag and the large size of the F-150 compared to the Ranger.

What are former Ranger owners looking at? The Toyota Tacoma and Nissan Frontier.

Source: The Detroit News


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Memo to GM: Release the new Colorado/Canyon NOW! Ford has given up on the compact pickup market. No need to cede that market to Toyota and Nissan now.

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Memo to GM: Release the new Colorado/Canyon NOW! Ford has given up on the compact pickup market. No need to cede that market to Toyota and Nissan now.

Agreed, if this is not a message to speed up to pick up the buyers I do not know what is. Ford made a major mistake IMHO.

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...and while we're at it, GM should sell the 2013 & BEYOND Trailblazer in the U.S. - From my understanding, they are all on the same platformage...that's French for 'platform'

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I could see GM giving up on compact pickups one day as well, and like the minivan segment, the Japanese makes will be the last ones standing and reap the benefits. Toyota and Nissan are basically unchallenged in small pickup segment, much like Honda, Toyota and Chrysler pretty much own minivans.

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Hey Ford, YOU BIG DUMMIES. WE TOLE YOU SO!!!! :neenerneener:

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It seems to me replacing the Compact pickup with a more costly Mid-sized one has been a mistake for so many brands over the years! There is a place for a truly compact,full framed RWD pickup that is signifficantly cheaper then the large models! I wish GM had such a compact truck in their plans but with the Ranger being the last such model offered it looks to be a dead product in north America!----SAD!!

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It seems to me replacing the Compact pickup with a more costly Mid-sized one has been a mistake for so many brands over the years! There is a place for a truly compact,full framed RWD pickup that is significantly cheaper then the large models! I wish GM had such a compact truck in their plans but with the Ranger being the last such model offered it looks to be a dead product in north America!----SAD!!

Agreed, worse yet is for those of us that only buy American, it means I have to find an older American mini truck I like and spend more money to fix it up since there are no new trucks and I refuse to buy Asian.

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It seems to me replacing the Compact pickup with a more costly Mid-sized one has been a mistake for so many brands over the years! There is a place for a truly compact,full framed RWD pickup that is significantly cheaper then the large models! I wish GM had such a compact truck in their plans but with the Ranger being the last such model offered it looks to be a dead product in north America!----SAD!!

Agreed, worse yet is for those of us that only buy American, it means I have to find an older American mini truck I like and spend more money to fix it up since there are no new trucks and I refuse to buy Asian.

Great point Bro!

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