Why No U.S. Bound Ford Ranger? Some Theories
The folks at Ford showed off the new Ford Ranger to the world. It’s slated to go on sale in 180 or so markets, but the United States and Canada will not make the cut. Why doesn’t Ford want to sell their truck forbidden fruit here? Let’s take a look at some of the theories.
Theory: Nobody Wants a Midsize Truck
Not too long ago, the U.S. midsize truck market consisted of the Toyota Tacoma and the Nissan Frontier. Both trucks were very old, having not been refreshed in a long time. Plus, the GMC Canyon and Chevrolet Colorado had left the marketplace. It would seem that nobody really wanted a midsize truck.
Fast forward to today, and the Canyon and Colorado are back in the marketplace. Not only that, but the midsize truck segment seems to be growing in popularity, because both the GM trucks are doing well, plus a refreshed Tacoma is on the way.
CHECK OUT: Does the Colorado Make a Compelling Case for a Ford Ranger Revival?
It seems General Motors had tested the water by bringing back the Canyon and Colorado. I think they’ve proven there’s enough demand, and Ford should get in on the action.
Theory: Ford Is Profiteering Due to Loyalty
This is an convoluted theory to follow, but stay with me. Full size trucks have higher profit margins than midsize trucks. People are extremely brand loyal to pickup trucks. Many of you Ford truck fans wouldn’t consider buying a Ram or a Chevrolet regardless of how good the truck is.
This theory surmises that Ford knows that people are less likely to switch brands than they are to be up-sold. So when Ford discontinued the Ranger, people might’ve been angry. But not angry enough to switch brands. Instead, they shelled out the cash for the bigger truck, padding Ford’s pocketbooks.
It’s an interesting theory, but not necessarily the case.
Theory: Ford Is All In on Aluminum in the USA
Ford is in the middle of the biggest truck launch of the decade, and that launch came with a huge bet on aluminum. Aluminum saves weight, makes the trucks more capable, and more.
After drilling this marketing message home, it wouldn’t make sense for Ford to bring a new steel truck to market, even if it isn’t in the same segment as the F-150.
Now if the Ford Ranger were made of aluminum, that could be a different story.
Theory: The Transit Connect is a Better Utility
If you’re the Orkin man, or a cable installer, or a plumber, and you’re using your vehicle for work, then the Ford Transit Connect is probably a better vehicle for you. It’s enclosed from the elements and can be customized a bunch of different ways.
But many people purchased Rangers as their everyday vehicle. They weren’t running businesses from them and didn’t need the utility that a van provided. Do you know anyone who purchased a Transit Connect for personal use?
I don’t know of any, but there are probably a few. But I bet there were a lot more who purchased Rangers for personal use.
What do you think of these theories? Do any of these strike a chord with you? Or, do you think there’s another reason why we aren’t blessed with the Ranger in the United States? Let us know in the forums!