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Ford Ranger Sales Place Second In Segment During Q3 2020

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Ford Ranger sales increased in the United States and Canada, while decreasing in Mexico, Brazil, and Argentina during the third quarter of 2020.

Ford Ranger Sales - Q3 2020 - United States

In the United States, Ford Ranger deliveries totaled 28,350 units in Q3 2020, an increase of about 8 percent compared to 26,211 units sold in Q3 2019.

In the first nine months of the year, Ranger sales increased about 32 percent to 74,338 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
RANGER +8.16% 28,350 26,211 +31.54% 74,338 56,512

Ford Ranger Sales - Q3 2020 - Canada

In Canada, Ford Ranger deliveries totaled 4,040 units in Q3 2020, an increase of about 71 percent compared to 2,360 units sold in Q3 2019.

In the first nine months of the year, Ranger sales increased about 69 percent to 8,010 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
RANGER +71.19% 4,040 2,360 +68.63% 8,010 4,750

Ford Ranger Sales - Q3 2020 - Mexico

In Mexico, Ford Ranger deliveries totaled 1,414 units in Q3 2020, a decrease of about 27 percent compared to 1,949 units sold in Q3 2019.

In the first nine months of the year, Ranger sales decreased about 28 percent to 4,298 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
RANGER -27.45% 1,414 1,949 -28.33% 4,298 5,997

Ford Ranger Sales - Q3 2020 - Brazil

In Brazil, Ford Ranger deliveries totaled 4,693 units in Q3 2020, a decrease of about 23 percent compared to 6,070 units sold in Q3 2019.

In the first nine months of the year, Ranger sales decreased about 15 percent to 13,410 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
RANGER -22.69% 4,693 6,070 -15.17% 13,410 15,809

Ford Ranger Sales - Q3 2020 - Argentina

In Argentina, Ford Ranger deliveries totaled 3,479 units in Q3 2020, a decrease of about 8 percent compared to 3,763 units sold in Q3 2019.

In the first nine months of the year, Ranger sales decreased about 13 percent to 8,058 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
RANGER -7.55% 3,479 3,763 -12.99% 8,058 9,261

Competitive Sales Comparison

Ford Ranger sales increased more than 8 percent to 28,350 units in the United States during Q3 2020, keeping the truck in second place in its segment by sales volume.

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The results place the Ranger behind the Toyota Tacoma, which outsold the Ranger roughly two-fold. Ranger sales topped that of the Chevrolet Colorado and Jeep Gladiator – the third- and fourth-place finishers. respectively. Meanwhile, the Nissan Frontier and the GMC Canyon brought up the final two spots.

Sales Numbers - Midsize Mainstream Pickup Trucks - Q3 2020 - USA

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
TOYOTA TACOMA -13.78% 56,692 65,756 38% 40% -12.79% 163,619 187,622
FORD RANGER +8.16% 28,350 26,211 19% 16% +31.54% 74,338 56,512
CHEVROLET COLORADO -13.90% 27,256 31,657 18% 19% -29.22% 68,529 96,820
JEEP GLADIATOR +37.39% 22,163 16,132 15% 10% +143.71% 56,990 23,384
NISSAN FRONTIER -53.05% 7,213 15,364 5% 9% -51.93% 26,287 54,686
GMC CANYON -12.94% 6,475 7,437 4% 5% -38.47% 16,183 26,300
TOTAL -8.86% 148,149 162,557 -8.84% 405,946 445,324

In terms of segment share, the Tacoma held 38 percent followed by the Ranger at 19 percent. The Colorado and Gladiator took 18 and 15 percent each, respectively. The Nissan Frontier accounted for 5 percent and GMC Canyon claimed 4 percent.

It’s also worth noting that Ranger retail sales increased 6 percent in the U.S., expanding segment retail share by 2 percentage points.

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The mid-size mainstream pickup truck segment contracted 9 percent to 148,149 units in Q3 2020, meaning that Ranger outpaced the segment average.

Below, we’re including Honda Ridgeline sales for informational purposes, as the model straddles the midsize and full-size pickup truck segments.

Sales Numbers - Honda Ridgeline - Q3 2020 - USA

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 YTD 20 / YTD 19 YTD 20 YTD 19
RIDGELINE +2.73% 8,607 8,378 -2.20% 23,112 23,633

The Ford Authority Take

Ford Ranger sales built on the momentum generated in Q1 2020 as well as during Q2 2020, outpacing the segment average and increasing its lead over all but one of its direct rivals. The growth enabled the pickup truck to maintain its status as America’s second best-selling midsize pickup truck.

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As we’ve previously stated, we believe that Ford was able to achieve this feat as a result of two important events coming together in a perfect storm kind of scenario. First, the Ranger is a newer, better, and more competitive product compared to key rivals, especially those offered by GM (Chevrolet, GMC), Toyota and Nissan. The circumstance makes the Ranger more attractive to segment shoppers.

Second, the Ranger appears to have enjoyed better availability when compared to key rivals, whose supply was differently impacted by the COVID-19 pandemic. This circumstance may have pushed some customers considering a competitive offering to purchase the Ford Ranger. Additionally, it’s also possible that Ford had filled large fleet/commercial orders that included many Ranger units during Q2.

Notably, FoMoCo idled its Ford Michigan Assembly Plant, which builds the Ranger for North American markets, in March as a result of the COVID-19 outbreak. The plant resumed production on May 18th with new processes in place for COVID-related worker safety. As such, the upward movement in Ranger sales is all the more impressive.

About The Numbers

  • All percent change figures compared to Ford Ranger sales for Q3 2019, unless noted otherwise
  • In the United States, there were 77 selling days in Q3 2020 and 76 selling days in Q3 2019

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Ford Motor Company Q3 2020 sales reports:

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Written by Francisco Cruz

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance.

Frank's a real jokester, too.

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