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Ford Ranger Sales Grow To Overtake Chevy Colorado In Q4 2019

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Ford Ranger sales tallied 33,059 units in the United States and 3,151 units in Mexico during the fourth quarter of 2019.

Ford Ranger Sales - Q4 2019 - United States

In the United States, Ford Ranger deliveries totaled 33,059 units in Q4 2019. The results represent the new Ranger's best quarterly sales performance since launching in early 2019.

During the complete 2019 calendar year, Ranger sales totaled 89,571 units.
MODEL Q4 2019 / Q4 2018 Q4 2019 Q4 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
RANGER * 33,059 * * 89,571 0

Ford Ranger Sales - Q4 2019 - Mexico

In Mexico, Ford Ranger deliveries totaled 3,151 units in Q4 2019, an increase of about 69 percent compared to 1,862 units sold in Q4 2018.

During the complete 2019 calendar year, Ranger sales increased about 55 percent to 9,148 units.
MODEL Q4 2019 / Q4 2018 Q4 2019 Q4 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
RANGER +69.23% 3,151 1,862 +55.05% 9,148 5,900

Competitive Sales Comparison

Q4 2019 marked the fourth quarter of Ford Ranger sales in the United States market. During that time frame, sales of the midsize pickup truck totaled 33,059 units, propelling the vehicle to second place in its competitive set by sales volume – just behind the Toyota Tacoma, but ahead of all other segment contenders – including the Chevrolet Colorado, Ford Ranger, Nissan Frontier, Jeep Gladiator, and GMC Canyon.

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It’s worth noting that, despite the Ranger’s noteworthy rise to second place in the sales charts, it’s still significantly behind the segment-leading Toyota Tacoma from a sales volume standpoint, with the Japanese pickup selling almost twice as many units as the new Ford entry.

Sales Numbers - Midsize Mainstream Pickup Trucks - Q4 2019 - USA

MODEL Q4 19 / Q4 18 Q4 19 Q4 18 Q4 19 SHARE Q4 18 SHARE YTD 19 / YTD 18 YTD 19 YTD 18
TOYOTA TACOMA -0.92% 61,179 61,750 38% 51% +1.28% 248,801 245,659
FORD RANGER * 33,059 * 21% 0% * 89,571 0
CHEVROLET COLORADO -15.06% 25,484 30,004 16% 25% -9.30% 122,304 134,842
NISSAN FRONTIER -11.90% 17,683 20,072 11% 17% -9.14% 72,369 79,646
JEEP GLADIATOR * 16,663 * 10% 0% * 40,047 0
GMC CANYON -20.61% 6,525 8,219 4% 7% -1.99% 32,825 33,492
TOTAL +33.78% 160,593 120,045 +22.74% 605,917 493,639

From a segment share standpoint, the Tacoma remained at the top with 38 percent to the Ranger’s 21 percent. The Chevrolet Colorado had 16 percent, Nissan Frontier was at 11 percent, Jeep Gladiator was at 10 percent, and the GMC Canyon was at 4 percent.

The mid-size mainstream pickup truck segment expanded 34 percent to 160,593 units in Q4 2019. It’s worth highlighting that the growth in Ford Ranger and Jeep Gladiator sales outpaced that of all segment rivals, which saw declines in sales volume during the quarter.

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We are including Honda Ridgeline sales for informational purposes, as the model straddles the midsize and full-size pickup truck segments.

Sales Numbers - Honda Ridgeline - Q3 2019 - USA

MODEL Q4 19 / Q4 18 Q4 19 Q4 18 YTD 19 / YTD 18 YTD 19 YTD 18
RIDGELINE +24.56% 9,701 7,788 +8.96% 33,334 30,592

The Ford Authority Take

As the charts clearly show, the Ford Ranger has gained significant momentum in the space, overtaking Chevrolet Colorado as America’s second best-selling midsize pickup. We believe that two specific factors contributed to the Ranger’s healthy jump in sales volume during Q4 2019.

First up is optimal availability of the new Ranger at the retail/dealer levels. Ford has been building up Ranger inventory since launching the truck in early 2019, and the fourth quarter shows what’s possible with optimal retail availability. Second, two of the Ranger’s primary rivals – the Chevrolet Colorado and GMC Canyon – saw significantly reduced availability at the retail level due to the UAW strike against Chevrolet and GMC parent company, General Motors. The 40 day-long walkout significantly depleted dealer inventories of both models. In fact, we wouldn’t be surprised if some potential Colorado and/or Canyon customers bought a Ranger upon not being able to purchase the GM models.

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No matter, the progress that Ford Ranger sales have made since the truck’s launch is truly astounding, and lend further credence in The Blue Oval’s decision to bring the truck back to America. The timing couldn’t be better for the Ranger’s arrival, considering current U.S. market trends that strongly favor crossovers, SUVs, and trucks over sedans – which Ford has rapidly discontinued in the U.S. market.

We expect Ford Ranger sales volume to remain at roughly the current levels, as interest in the truck increases and availability continues at optimal levels. The latter is contingent on The Blue Oval being able to meet demand by producing enough Rangers at the Ford Michigan Assembly Plant in Michigan.

About The Numbers

  • All percent change figures compared to Ford Ranger sales for Q4 2018, except if noted
  • In the United States, there were 78 selling days in Q4 2019 and 77 selling days in Q4 2018

Subscribe to Ford Authority for more Ford Ranger news, Ford sales news, and ongoing Ford news coverage.

Ford Motor Company Q4 2019 sales reports:
  • U.S. Ford Motor Company Q4 2019 sales results:
    • U.S. Ford Q4 2019 sales results (Ford brand)
    • U.S. Lincoln Q4 2019 sales results
  • Ford Motor Company Brazil Q4 2019 sales results:
  • Ford Motor Company Korea Q4 2019 sales results:
  • Ford Motor Company Mexico Q4 2019 sales results:
    • Ford Motor Company Mexico October 2019 sales results:
      • Ford Mexico October 2019 sales results
      • Lincoln Mexico October 2019 sales results
    • Ford Motor Company Mexico November 2019 sales results:
      • Ford Mexico November 2019 sales results
      • Lincoln Mexico November 2019 sales results
    • Ford Motor Company Mexico December 2019 sales results:
      • Ford Mexico December 2019 sales results
      • Lincoln Mexico December 2019 sales results

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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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One Comment

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  1. When the MSRP has nearly $9k knocked off the with dealer and manufacturer incentifs a $38k truck down to 30k, or an XLT fx4 MSRP $34k down to $27.6k yeah that was a good motivator to buy.

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