Ford Ranger sales increased in the United States and Canada, while decreasing in Mexico, Brazil, and Argentina during the third quarter of 2020.
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | +8.16% | 28,350 | 26,211 | +31.54% | 74,338 | 56,512 |
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | +71.19% | 4,040 | 2,360 | +68.63% | 8,010 | 4,750 |
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | -27.45% | 1,414 | 1,949 | -28.33% | 4,298 | 5,997 |
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | -22.69% | 4,693 | 6,070 | -15.17% | 13,410 | 15,809 |
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | -7.55% | 3,479 | 3,763 | -12.99% | 8,058 | 9,261 |
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | * | 642 | * | * | 1,646 | 0 |
| MODEL | Q3 2020 / Q3 2019 | Q3 2020 | Q3 2019 | YTD 2020 / YTD 2019 | YTD 2020 | YTD 2019 |
|---|---|---|---|---|---|---|
| RANGER | * | 267 | * | * | 747 | 0 |
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.
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.
| 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.
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.
| 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 |
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.
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.
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Ford Motor Company Q3 2020 sales reports:Down 17 percent in just five years.
Behind only the Explorer and the Mach-E itself.
They might have been given Transit Trail tires.
