Ford Ranger sales decreased in the United States and Canada while increasing in Mexico, Argentina, Brazil, Chile, and Columbia during the third quarter of 2021.
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | -49.44% | 14,335 | 28,350 | -2.20% | 72,706 | 74,338 |
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | -25.15% | 3,024 | 4,040 | +15.44% | 9,247 | 8,010 |
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | +45.05% | 2,051 | 1,414 | +44.51% | 6,211 | 4,298 |
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | +14.15% | 5,357 | 4,693 | +13.04% | 15,159 | 13,410 |
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | +24.26% | 4,323 | 3,479 | +45.76% | 11,745 | 8,058 |
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | +120.56% | 1,416 | 642 | +77.46% | 2,921 | 1,646 |
| MODEL | Q3 2021 / Q3 2020 | Q3 2021 | Q3 2020 | YTD 2021 / YTD 2020 | YTD 2021 | YTD 2020 |
|---|---|---|---|---|---|---|
| RANGER | +220.97% | 857 | 267 | +160.91% | 1,949 | 747 |
Ford Ranger sales decreased nearly 50 percent to 14,335 units in the United States during Q3 2021, placing the midsize truck in third place in its segment by sales volume.
First place went to the Toyota Tacoma, which outsold the Ranger more than four-fold (by an even 47,000 units), followed by the Jeep Gladiator, which outsold the Ranger by 8,339 units. The Ranger outsold the fourth-place Chevrolet Colorado as well as the fifth-place Nissan Frontier by 1,639 and 2,668 units, respectively. Meanwhile, the GMC Canyon brought up the final spot with a mere 5,479 deliveries, nearly 10,000 units behind the Ranger.
| MODEL | Q3 21 / Q3 20 | Q3 21 | Q3 20 | Q3 21 SHARE | Q3 20 SHARE | YTD 21 / YTD 20 | YTD 21 | YTD 20 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA TACOMA | +8.19% | 61,335 | 56,692 | 48% | 38% | +22.62% | 200,631 | 163,619 |
| JEEP GLADIATOR | +2.31% | 22,674 | 22,163 | 18% | 15% | +25.39% | 71,458 | 56,990 |
| FORD RANGER | -49.44% | 14,335 | 28,350 | 11% | 19% | -2.20% | 72,706 | 74,338 |
| CHEVROLET COLORADO | -53.42% | 12,696 | 27,256 | 10% | 18% | -24.77% | 51,555 | 68,529 |
| NISSAN FRONTIER | +61.75% | 11,667 | 7,213 | 9% | 5% | +44.78% | 38,059 | 26,287 |
| GMC CANYON | -15.38% | 5,479 | 6,475 | 4% | 4% | +11.04% | 17,970 | 16,183 |
| TOTAL | -13.47% | 128,186 | 148,149 | +11.44% | 452,379 | 405,946 |
In terms of segment share, the Tacoma held 48 percent followed by the Gladiator with 18 percent and Ranger with 11 percent. The Colorado took 10 percent followed by the Frontier with 9 percent while the Canyon claimed 4 percent.
The mid-size mainstream pickup truck segment contracted 13.5 percent to 128,186 units in Q3 2021, meaning that the Ranger underperformed the segment average.
Below, we’re providing Honda Ridgeline sales for informational purposes, as the model straddles the midsize and full-size pickup truck segments.
| MODEL | Q3 21 / Q3 20 | Q3 21 | Q3 20 | YTD 21 / YTD 20 | YTD 21 | YTD 20 |
|---|---|---|---|---|---|---|
| RIDGELINE | -24.46% | 6,502 | 8,607 | +33.58% | 30,872 | 23,112 |
The decrease in Ranger sales during Q3 2021 is a bit deflating after the 37 percent increase during the second quarter of 2021. We attribute the substantial, 50 percent decline in Ford Ranger deliveries to suboptimal availability of the truck as a result of supply-related production stoppages at the Ford Michigan Assembly Plant, which builds the Ranger for North America.
Additionally, it’s worth noting that the two GM midsize trucks – the Chevy Colorado and GMC Canyon – were severely impacted by the ongoing microchip shortage. As a result, sales of the Colorado – which typically rivals the Ranger for second place – continued to be suppressed during the quarter.
We expect Ranger sales to pick back up and reclaim its second place in the segment once supply stabilizes.
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How TF does the Ridgeline "straddle the gap between midsize and full size trucks"? Capability wise it certainly doesn't even hold a candle to the mid size trucks. It's laughable that the Ridgeline has only sold 30k units this year. Last year's sales of the Honda were pretty poor as well. Looks like Honda's gamble to redesign a model that they killed off a few years ago for poor sales is headed that direction again. Guys thing Nissan knows how to make a truck, because it's fully redesigned frontier already has better sales figures, and at least it's got capability to go head to head with the other real trucks.
Hopefully the 2023 will be the sales leader the 2011 was b4 FORD gave this market to Toyota. It’s a repeat of what is happen with the sedan market FORD got out of and will have to play catch up again
All sales numbers (vehicles and all products) need to be shown with a metric to indicate supply-side logistics.
Maybe the Taco was always going to sell better, but maybe the severe shortage of Rangers and the news of new '22 models combine to delay sales.