Daily Slideshow: Ford brings eight 2019 Rangers to the auto show, and while they were fun to look at, none of them was the one we all want to see.
Ford’s new mid-sized truck
Ford was finally able to flaunt the new Ranger at the North American International Auto Show (NAIAS), open to the public this week. This gives the people their first, in person, look at the new mid-size truck. This is an important event for Ford, enabling them to interact with the public and show off it’s new Colorado/Tacoma competitor.
A pickup for the masses
While the F-150 is has been America’s Favorite Truck Since 1977, Ford brought enough uniquely-outfitted Rangers to please any customer. Given the Ranger's varied customer base, this is an effective way to connect to more than one type of consumer. However, none of these Rangers are the Ranger Raptor, which was definitely a disappointment.
>>Come chat about the US version of the Ford Ranger and what we'd like to see going forward right here in Ford-trucks.com.
No surprises here
Ford has made it clear there was not to be a Ranger Raptor, announcing mid-October that the high-performance off-road variant of the Ranger will not be coming to U.S. shores (at least not in the near future). Being a global vehicle, it would apparently take too much of an investment to make the Raptor version of the Ranger ready for sales here in the U.S.
>>Come chat about the US version of the Ford Ranger and what we'd like to see going forward right here in Ford-trucks.com.
Don't fix what ain't broke
The 2.0-liter diesel found in the overseas version of the Raptor is not available here in the U.S. and is most likely the cause for a costly investment. One can reasonably assume avoiding cannibalization of sales on the ever-popular F-150 Raptor has something to do with the delay as well. The F-150 still has a significant portion of its life cycle left and only stays on dealer's lots for an average of 20 days.
>>Come chat about the US version of the Ford Ranger and what we'd like to see going forward right here in Ford-trucks.com.
Even so, it's disappointing
In the back of my mind, I was still holding out hope that Ford was yanking our chain. Even when I walked into the showroom, I was immediately greeted by a Ranger sporting giant fender flares from high up on its pedestal. What a tease! However, Ford brought eight (eight!) separate Rangers to the auto show, each one better-equipped than the last. They had a Ranger for every customer which clearly demonstrated the capabilities and versatility of the Ranger.
>>Come chat about the US version of the Ford Ranger and what we'd like to see going forward right here in Ford-trucks.com.
A varied customer base
Ford is attempting to steal customers away from the “rugged SUV” crowd and move them into a vehicle that most haven’t experienced before. When breaking new ground, Ford needs to be able to persuade the customers who are on the fence. These customers need to look at the Ranger as a vehicle that will be able to handle their needs, whatever those needs may be. Committing so much ground at NAIAS to the new Ranger, Ford is smart to pull over customers from a massive market into their new mid-size, versatile truck that is going to be an effective vehicle for a wide range of customers. The way things look so far, it seems they will be able to pull it off.
>>Come chat about the US version of the Ford Ranger and what we'd like to see going forward right here in Ford-trucks.com.
If you build it, they will come
The global Ranger already finds itself in the later years of its lifecycle, with the U.S. debut being only a mid-cycle refresh for the truck. One can expect to see a fully redesigned Ranger here in a few years. If we don't, it would be a massive mistake on Ford’s behalf. Trust us, Ford. If you build it, we will come.
>>Come chat about the US version of the Ford Ranger and what we'd like to see going forward right here in Ford-trucks.com.
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