Ford Ranger sales decreased in the United States and Mexico, while increasing Brazil, Argentina, Chile and Colombia during Q3 2023.
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | -40.70% | 7,385 | 12,453 | -31.95% | 31,503 | 46,293 |
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | -57.71% | 881 | 2,083 | -29.62% | 3,188 | 4,530 |
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +44.57% | 4,846 | 3,352 | +31.41% | 13,170 | 10,022 |
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +111.86% | 7,610 | 3,592 | +95.39% | 18,898 | 9,672 |
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +56.33% | 1,568 | 1,003 | +30.47% | 3,216 | 2,465 |
| MODEL | Q3 2023 / Q3 2022 | Q3 2023 | Q3 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +22.35% | 761 | 622 | +86.74% | 2,366 | 1,267 |
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.
| MODEL | Q3 23 / Q3 22 | Q3 23 | Q3 22 | Q3 23 SHARE | Q3 22 SHARE | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA TACOMA | -10.32% | 40,705 | 45,387 | 38% | 36% | +2.17% | 179,681 | 175,872 |
| CHEVROLET COLORADO | +4.57% | 25,520 | 24,405 | 24% | 20% | -14.45% | 58,685 | 68,595 |
| JEEP GLADIATOR | -33.98% | 14,202 | 21,511 | 13% | 17% | -31.09% | 41,528 | 60,268 |
| NISSAN FRONTIER | -10.85% | 11,756 | 13,187 | 11% | 11% | -18.56% | 45,895 | 56,353 |
| FORD RANGER | -40.70% | 7,385 | 12,453 | 7% | 10% | -31.95% | 31,503 | 46,293 |
| GMC CANYON | -1.59% | 7,627 | 7,750 | 7% | 6% | -9.62% | 19,351 | 21,411 |
| TOTAL | -14.03% | 107,195 | 124,693 | -12.16% | 376,643 | 428,792 |
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.
| MODEL | Q3 23 / Q3 22 | Q3 23 | Q3 22 | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|
| RIDGELINE | -3.01% | 12,138 | 12,515 | +22.46% | 39,568 | 32,312 |
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.
It's unclear what, exactly, caused them to do it.
A move that has been expected for a while.
It would also feature an extendable bed floor for longer items.
And it has 65k miles on the clock.
It sold out twice after launching earlier this month, apparently.
Good news as rates have skyrocketed in recent years.
View Comments
I had a 23 ranger XLT for a loaner while my maverick was in the shop on warranty work. I wasn't impressed. Rough ride, and it was an absolute pig on gas. My wife absolutely despise it lol. The sticker on it was 47k!!! I can't imagine anyone being happy with it at that price.
I think Ford is finding out if you don’t build Rangers, you can’t sell Rangers!
When Ford , or any other manufacturer releases news of a completely revamped model, it's only natural for the existing model to sell more slowly, people are going to wait for that new model. In the case of the 2024 Ford Ranger, it is clearly a big difference.
I drive a 2023 Ford Ranger and unlike one of the comments made by somebody else here, I love the truck. Yes, it rides harder than a Maverick, but it is a different vehicle altogether.