Ford Ranger Sales Once Again Near Bottom Of Segment In Q3 2023

Ford Ranger sales decreased in the United States and Mexico, while increasing Brazil, Argentina, Chile and Colombia during Q3 2023.

Ford Ranger Sales - Q3 2023 - United States

In the United States, Ford Ranger deliveries totaled 7,385 units in Q3 2023, a decrease of about 41 percent compared to 12,453 units sold in Q3 2022.

In the first nine months of the year, Ranger sales decreased about 32 percent to 31,503 units.

Ford Ranger Sales - Q3 2023 - Mexico

In Mexico, Ford Ranger deliveries totaled 881 units in Q3 2023, a decrease of about 58 percent compared to 2,083 units sold in Q3 2022.

In the first nine months of the year, Ranger sales decreased about 30 percent to 3,188 units.

Ford Ranger Sales - Q3 2023 - Brazil

In Brazil, Ford Ranger deliveries totaled 4,846 units in Q3 2023, an increase of about 45 percent compared to 3,352 units sold in Q3 2022.

In the first nine months of the year, Ranger sales increased about 31 percent to 13,170 units.

Ford Ranger Sales - Q3 2023 - Argentina

In Argentina, Ford Ranger deliveries totaled 7,610 units in Q3 2023, an increase of about 112 percent compared to 3,592 units sold in Q3 2022.

In the first nine months of the year, Ranger sales increased about 95 percent to 18,898 units.

Ford Ranger Sales - Q3 2023 - Chile

In Chile, Ford Ranger deliveries totaled 1,568 units in Q3 2023, an increase of about 56 percent compared to 1,003 units sold in Q3 2022.

In the first nine months of the year, Ranger sales increased about 30 percent to 3,216 units.

Ford Ranger Sales - Q3 2023 - Colombia

In Colombia, Ford Ranger deliveries totaled 761 units in Q3 2023, an increase of about 22 percent compared to 622 units sold in Q3 2022.

In the first nine months of the year, Ranger sales increased about 87 percent to 2,366 units.

Competitive Sales Comparison (USA)

Ford Ranger sales dipped 40 percent in Q3 2023, selling 7,385 units, placing the midsize pickup toward the bottom of its competitive segment.

The Toyota Tacoma continued to decimate the competition, as sales decreased 10 percent to 40,705 units during the quarter, outperforming the second-place Chevy Colorado (see running Chevy Colorado sales), which accumulated 25,520 sales, a five percent increase. The Jeep Gladiator captured third, down 34 percent to 14,202 units, followed by the Nissan Frontier in fourth with 11,756 sales, down 11 percent. The Ford Ranger took fifth, and the GMC Canyon (see running GMC Canyon sales) rounded out the segment in sixth, decreasing two percent to 7,627 units.

Sales Numbers - Midsize Mainstream Pickup Trucks - Q3 2023 - USA

From a segment share standpoint, the Tacoma accounted for 38 percent, up three percentage points, while the Colorado gained four percentage points for 24 percent share. The Gladiator captured 13 percent share, down four percentage points, while the Nissan Frontier held steady at 11 percent share. Ford Ranger sales accounted for seven percent share, up three percentage points, while the Canyon also captured seven percent, up one percentage point.

Overall, the midsize mainstream pickup truck segment contracted 14 percent, meaning that Ford Ranger sales severely underperformed the segment average in Q3 2023.

Below, we have provided Honda Ridgeline sales for reference, as the model straddles the midsize and full-size pickup truck segments. It barely outperformed the Ranger, and would have slotted in just above The Blue Oval’s midsize pickup offering for fifth place if it were included in the segment listing.

Sales Numbers - Honda Ridgeline - Q3 2023 - USA

The Ford Authority Take

The sharp drop off in Ford Ranger sales during the third quarter of 2023 isn’t entirely unexpected, considering the severe decrease in supply of the midsize pickup at the dealer level. This is likely in part due to decreased production at the Michigan Assembly plant. In fact, only 15 units of the 2024 Ford Ranger rolled off the assembly line back in September.

On that front, production may remain suboptimal as FoMoCo and other automakers continue their ongoing negotiations with the UAW. Ford even elected to nix its lease deals for the 2024 Ford Ranger thanks to low supply of the pickup, possibly a direct result of the ongoing strikes. As such, Ford Ranger sales will likely continue to slide in the coming months, keeping the midsize pickup toward the bottom of its competitive segment.