Ford Ranger sales decreased in the United States, Mexico and Colombia, while increasing in Brazil, Argentina, and Chile during Q4 2023.
Ford Ranger Sales - Q4 2023 - United States
In the United States, Ford Ranger deliveries totaled 831 units in Q4 2023, a decrease of about 92 percent compared to 10,712 units sold in Q4 2022.During the complete 2023 calendar year, Ranger sales decreased about 43 percent to 32,334 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | -92.24% | 831 | 10,712 | -43.28% | 32,334 | 57,005 |
Ford Ranger Sales - Q4 2023 - Mexico
In Mexico, Ford Ranger deliveries totaled 1,528 units in Q4 2023, a decrease of about 21 percent compared to 1,935 units sold in Q4 2022.During the complete 2023 calendar year, Ranger sales decreased about 27 percent to 4,716 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | -21.03% | 1,528 | 1,935 | -27.05% | 4,716 | 6,465 |
Ford Ranger Sales - Q4 2023 - Brazil
In Brazil, Ford Ranger deliveries totaled 7,183 units in Q4 2023, an increase of about 68 percent compared to 4,281 units sold in Q4 2022.During the complete 2023 calendar year, Ranger sales increased about 42 percent to 20,353 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +67.79% | 7,183 | 4,281 | +42.31% | 20,353 | 14,302 |
Ford Ranger Sales - Q4 2023 - Argentina
In Argentina, Ford Ranger deliveries totaled 5,254 units in Q4 2023, an increase of about 51 percent compared to 3,469 units sold in Q4 2022.During the complete 2023 calendar year, Ranger sales increased about 84 percent to 24,241 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +51.46% | 5,254 | 3,469 | +83.80% | 24,241 | 13,189 |
Ford Ranger Sales - Q4 2023 - Chile
In Chile, Ford Ranger deliveries totaled 1,462 units in Q4 2023, an increase of about 21 percent compared to 1,204 units sold in Q4 2022.During the complete 2023 calendar year, Ranger sales increased about 28 percent to 4,678 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | +21.43% | 1,462 | 1,204 | +27.50% | 4,678 | 3,669 |
Ford Ranger Sales - Q4 2023 - Colombia
In Colombia, Ford Ranger deliveries totaled 608 units in Q4 2023, a decrease of about 33 percent compared to 906 units sold in Q4 2022.During the complete 2023 calendar year, Ranger sales increased about 37 percent to 2,974 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| RANGER | -32.89% | 608 | 906 | +36.86% | 2,974 | 2,173 |
Competitive Sales Comparison (USA)
Ford Ranger sales plummeted 92 percent in Q4 2023, selling just 831 units, placing the midsize pickup dead last in its competitive segment.
The Toyota Tacoma continued to decimate the competition, despite a 10 percent slide to 55,087 units during the quarter, outperforming the second-best Jeep Gladiator, which was down 22 percent to 13,660 units. This bumped the Chevy Colorado (see running Chevy Colorado sales) to third place, which accumulated 12,396 sales, down 40 percent year-over-year. It was followed by the Nissan Frontier in fourth with 12,240 sales, down 38 percent, followed by the GMC Canyon (see running GMC Canyon sales), which sold 3,107 units, down 52 percent, outperforming Ford Ranger sales by nearly fourfold.
Sales Numbers - Midsize Mainstream Pickup Trucks - Q4 2023 - USA
| MODEL | Q4 23 / Q4 22 | Q4 23 | Q4 22 | Q4 23 SHARE | Q4 22 SHARE | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|---|---|
| TOYOTA TACOMA | -10.36% | 55,087 | 61,451 | 57% | 45% | -1.08% | 234,768 | 237,323 |
| JEEP GLADIATOR | -22.33% | 13,660 | 17,587 | 14% | 13% | -29.11% | 55,188 | 77,855 |
| CHEVROLET COLORADO | -39.83% | 12,396 | 20,602 | 13% | 15% | -20.31% | 71,081 | 89,197 |
| NISSAN FRONTIER | -38.28% | 12,240 | 19,830 | 13% | 15% | -23.69% | 58,135 | 76,183 |
| GMC CANYON | -51.51% | 3,107 | 6,408 | 3% | 5% | -19.27% | 22,458 | 27,819 |
| FORD RANGER | -92.24% | 831 | 10,712 | 1% | 8% | -43.28% | 32,334 | 57,005 |
| TOTAL | -28.75% | 97,321 | 136,590 | -16.17% | 473,964 | 565,382 |
In terms of segment share, the Tacoma captured 57 percent share, up 11 percentage points year-over-year, while the Gladiator claimed 14 percent, up one percentage point. The Colorado and Frontier each lost two percentage points, collecting 13 percent share, and the Canyon accounted for three percent share, down two percentage points. Finally, Ford Ranger sales accumulated just one percent share, down seven percentage points.
Overall, the midsize mainstream pickup segment contracted 39 percent to 97,321 units. Comparatively, Ford Ranger sales severely underperformed the segment average.
Below, we have provided Honda Ridgeline sales for reference, as the model straddles the midsize and full-size pickup truck segments. It outperformed the Ranger by leaps and bounds, and would have slotted in just behind the Frontier and above the Canyon if it were included in the segment.
Sales Numbers - Honda Ridgeline - Q4 2023 - USA
| 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 Ford Authority Take
Ford Ranger sales took a notably huge dive in Q4 2023, and that’s not a surprise at all. In fact, inventory of the mid-size pickup was essentially non-existent in September, and production was heavily constrained at the Michigan Assembly plant, even before the UAW strike shut down operations completely for several weeks. Even though the redesigned Ford Ranger is on the way, its build dates for customers continue to get pushed back. Even in December, production was still severely constrained, meaning there just weren’t enough units of the Ranger at the dealer level to stimulate sales as the company is likely focused on pre-production at this time.
In fact, The Ranger was one of the slowest selling vehicles on the market as of December 2023, no doubt due to the aforementioned issues.
Additionally, it’s worth noting that the outgoing model has been a lame duck for quite some time, as the current pickup debuted way back in May. As production of the Ranger ramps back up at Michigan, supply of the new model will improve at the dealer level, making it more accessible to interested customers and improving its sales in the coming months.
- All percent change figures compared to Ford Ranger sales for Q4 2022, unless noted otherwise
- In the United States, there were 76 selling days in Q4 2022 and 78 selling days in Q4 2023
Comments
What do you expect? It’s a piece of cr$p!
the Maverick p/u took its place
Maybe they shouldn’t have deleted the 6 foot box! A 5 foot box is useless to me. If they had a 6 foot I would have purchased one. Kudos to Toyota for retaining a 6 foot box.
A huge problem is Ford does not offer a longer bed. A five foot bed is useless in a truck. What Ford has Nissan, Toyota and GM all offer longer beds. I am a Ford guy. I own an 18 F150 and 09 Mustang, but I wouldn’t even consider a Ranger if I were looking for a mid-size.
you have to buld them to sell them.. and the new 24 is just ugly….. keep my 2020 forever ….
also have the 5 foot box no problem at all like the extra cab space.
Really wanting Ranger Raptor……none available, so what do you expect?
Obviously it’s down in the North American market. That’s the one that still has the last gen model.
Are these sales of the 2024 model year or the old version??