Ford Ranger Sales Drop while Maverick Continues to Soar

2023 Ranger sales dropped by nearly 50 percent, but is it because of a lack of love for the middle child, or are there other factors at play?

The Ford Ranger is a staple of the Ford truck lineup. However, it saw a monumental downtick in sales throughout the 2023 calendar year. Most notably, its sales saw a huge hit in the final quarter of the year. According to Ford’s data, the Ranger saw a 43 percent decrease in sales compared to the 2022 calendar year. In Q4, Ford sold only 831 Rangers. Compared to the 10,712 sold in Q4 2022, that’s a decrease of over 92 percent. In comparison, the Maverick saw a Q4 increase of 22 percent and sold almost 100,000 units throughout 2023.

While that is a pretty drastic number, just looking at the sales data doesn’t quite tell the whole story. Sure, there are undoubtedly folks splitting decisions over the Maverick and the Ranger. That being said, there are a few other outside factors that likely affected the sale of Rangers, especially in late 2024.

With the 2024 Ranger on the Horizon, Why Not Wait?

The most obvious reason for the decline in Ranger sales is the fact that the 2024 model has been public information since the second quarter of 2023. Moreover, since May 2023, orders have been open for the 2024 Ranger. So, it makes a lot of sense that any potential Ranger customers would skip the 2023 model and put an order in for the 2024. In addition, Ford Authority reports that Ford wound down production of the 2023 Ranger in July in preparation for 2024 model production. So, the desire to wait for the newer model and the lack of availability throughout the last two quarters of the year undoubtedly took a toll on the sales numbers.

Alongside the release of the 2024 model year comes a handful of enticing options that you can’t get on the 2023 model. Aside from upgraded styling, Ford introduced the option of the 2.7-liter Ecoboost V6 engine with 315 horsepower and 400 pound-feet of torque. With increased wheelbase length and track width, the 2024 Ranger is, overall, bigger and badder. Isn’t that what we all want?

Finally, the most prominent reason for buyers to wait for the 2024 model year can be summed up with one word: Raptor. The 405 horsepower, 430 pound-feet of torque sporting Ranger Raptor brings the spirit of its off-road-racing-inspired bigger brother in the F-150 Raptor to this smaller and lighter chassis. With how amazing the Bronco Raptor is to drive, we can’t wait to get a chance behind the wheel of this almighty Ranger.

Is the Maverick Dethroning the Ranger?

It’s no secret that the Ford Maverick is selling like hotcakes. With over 90,000 units sold through the 2023 calendar year, the Maverick itself saw a sales increase of 26.5 percent year over year. The small but mighty Maverick serves as a perfect compromise point for those who want the occasional usefulness of a truck bed without sacrificing too much fuel economy. The availability of the hybrid model only heightens its daily-use appeal. If we’re all being honest, here, it’s fairly obvious that a monumental number of folks who buy a truck don’t do enough truck stuff with them to warrant a Maverick purchase, let alone a Ranger or F-150.

Accepting that you just want to drive a truck-shaped vehicle every day despite rarely using its truck-shaped features is reaching enlightenment. There’s no shame in buying a Maverick, and the sales figures speak for themselves. However, it doesn’t quite hold a candle to the capabilities of the Ranger when it comes to towing and cargo capacity. So, while the Maverick is thriving, it’s hard to argue that it’s dethroning the Ranger.

Instead, considering the Ranger the perfect middle-ground between the fuel savings of a Maverick and the built-Ford-Tough usability of an F-150 makes the most sense. Right now, that niche clearly doesn’t have the thriving target audience of the Maverick or F-150. Overall, though, we’re expecting to see a pretty drastic uptick in Ranger sales throughout the 2024 calendar year. So, worry not, Ranger fans. Our favorite mid-size truck is here to stay for the foreseeable future.

Braden Carlson

Braden Carlson is an automotive enthusiast from Boise, Idaho. At 19 he quit his day job to pursue a career in automotive journalism, launching his Youtube channel in his own name. Today you can still find him producing DIY video content, reviews and writing for an amassment of automotive websites. His work is most frequently found on Rennlist, The Mustang Source and Corvette Forum. When not writing or driving, he's likely to be found covered in grease and oil undoubtedly from one of his gratuitous collection of questionable project cars.