Brazil is proving to be Ranger territory, with an increase in Ford Ranger sales despite an auto market experiencing a sharp decline over the COVID-19 pandemic. While sales volumes of individual models are seeing irregular declines, the Ranger has managed to maintain consistent growth in market share.
In April, Ford’s mid-size pickup scored its highest market share in the last three years, with a growth of 2.8 percent to now stand at 21.1 percent. Ranger is now the second best-selling model in its class (calculated from a partial result recorded until April 21st), behind the Toyota HiLux.
The increase to 21.1 percent segment share is noteworthy when considering that Ford Ranger sales ended 2019 with a 16.8 percent share of the segment. That share grew to 18.3 percent in March 2020. In other words, the midsize Ford pickup has managed to claw 4.3 percent segment share over the past four months.
Underlining this growth is that the mid-tier XLS trim holds a 32.1 percent market share within the mid-tier trim subsection of the midsize pickup truck segment.
“Ranger XLS is able to meet the needs of different audience profiles with its three versions: 4×2 with automatic transmission and 4×4 with manual or automatic transmission,” highlights Mauricio Greco, Ford Brazil’s Marketing chief, in a statement translated from Portuguese by Ford Authority. “[The Ranger’s] greatest asset is combining off-road capacity and an excellent level of equipment with versatility and low maintenance cost.”
Understanding its customer base and responding with trims and build-specifications, Ford of Brazil continues to expand its offerings to meet customer demand. “This alignment with customers is largely responsible for the success of our truck,” adds Greco.
The Ranger features elements that no other pickup truck in its category offers, such as an overturning system, 800 mm wading depth, and a locking rear differential with dashboard-mounted electronic drive selector.
The Ranger has also seen its market share grow when it comes to top-tier and special edition models, giving it a healthy 22.7 percent share to be the second in the segment. The top-of-the-line XLT and Limited models offer the most advanced embedded technology in the segment with features such as autonomous braking assistance with pedestrian detection, traffic sign recognition, automatic high beam and active lane keeping system.
The recently-introduced Ranger Storm model aims to meet customer demand for a sporty off-road model. It has already netted 138 orders. The Ranger Storm is powered by the Ford 3.2L DuraTorque turbo-diesel engine making 200 horsepower and 346 pound-feet of torque mated to a six-speed automatic transmission, along with four-wheel-drive and a locking rear differential. Pirelli Scorpion AT Plus tires put the power to the ground. The Ranger Storm carries a base price R$ 150,990 (US $27,500, at current exchange rates).
Meanwhile, Ford Brazil’s “Buy without leaving home” program is not only aiding in the country’s aims of flattening the coronavirus’ curve, but also in providing an added layer of comfort and safety to its purchase process for customers.