Will You Buy a Ford Ranger in 2019?
If you’re old enough to remember the 1990’s, you also undoubtedly remember the scores of Ford Rangers roaming the streets. The little pickups were everywhere, being driven by everyone from high school kids to pest control companies. Compact trucks were enormously popular for many years, given their utilitarian ability and decent fuel economy.
But something happened over the last decade – buyer’s feelings changed toward little trucks. U.S. automakers abandoned them altogether and the Ranger died a less than noble death. Ford basically ignored the long time lineup staple and didn’t change a thing for several model years.
But times, as they always do, have changed. Toyota never stopped selling the Tacoma, and now Chevy is enjoying sales success with the S-10’s spiritual successor, the Colorado. And Ford is bringing back the Ranger, albeit not until the 2019 model year.
Ford never stopped selling the Ranger all over the world, sans the U.S. But this is a different animal than what American buyers remember, with much different styling and more amenities. The biggest (pun intended) problem with the new Ranger might be its size. It’s only a smidgen smaller than the F-150, with the crew cab actually checking in a bit longer than the base version of its big brother.
Granted, the Colorado is sized similarly and that hasn’t stopped it from connecting with buyers. The biggest key, obviously, is price and content. If it bases at less than $25,000 as expected, the new Ranger should find success.
Much will also hinge on the styling. The current Ranger on sale across the pond is a bit polarizing, looking like a cross between a truck and (as the Aussies call it) a Ute. It’s not the most American truck design, but then again, neither is the Colorado, which has that weird sloping body line up the side.
So the real question is, would you, the American consumer, consider buying a new Ranger? Does a 80-90% sized/priced F-150 appeal to you, or would you rather Ford go back to the old formula?
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