New Ford Ranger: Does It Still Make Sense?
I’m excited about the possibility of a new Ford Ranger. I like midsize trucks for a lot of reasons, and I think the Ranger would bring good competition to the stalwart Toyota Tacoma and the Colorado and Canyon twins. But does Ford really need a Ranger? Last year, maybe, but this year I’m not so sure.
Sales figures for the month of March came out today, and what I’m seeing is a new F-Series truck sold every 36.25 seconds. That rate is quicker than what Ford sold F-Series last year.
That’s without a Ranger in the mix. If Ford were to make a Ranger, it’d likely fall under the F-Series general brand, which means they’d report all the numbers together. How much would selling 100,000 – 150,000 Rangers a year move that number?
Also, gasoline prices are cheap. In many cases, when adjusted for inflation, gas is as cheap as it was when I was driving in high school. People are quickly getting back into big vehicles as a result.
A midsize truck buyer is a particular customer, and a customer that wants a small utility vehicle more than they want just an inexpensive truck. But with fuel prices so low, there are some people bound to go straight to a F-150 even if there was a Ranger available.
With cheap gas prices, does a Ranger still make sense? Let us know what you think over in the forums!