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Ford Authority

Ford Ranger Sales Fall 83 Percent During Q1 2024

Ford Ranger sales decreased in the United States, Mexico, Argentina, and Colombia, while increasing in Brazil and Chile during Q1 2024.

Ford Ranger Sales - Q1 2024 - United States

In the United States, Ford Ranger deliveries totaled 1,918 units in Q1 2024, a decrease of about 83 percent compared to 11,500 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER -83.32% 1,918 11,500

Ford Ranger Sales - Q1 2024 - Canada

In Canada, Ford Ranger deliveries totaled 739 units in Q1 2024, an increase of about 15 percent compared to 643 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER +14.93% 739 643

Ford Ranger Sales - Q1 2024 - Mexico

In Mexico, Ford Ranger deliveries totaled 1,656 units in Q1 2024, an increase of about 31 percent compared to 1,268 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER +30.60% 1,656 1,268

Ford Ranger Sales - Q1 2024 - Brazil

In Brazil, Ford Ranger deliveries totaled 5,056 units in Q1 2024, an increase of about 27 percent compared to 3,980 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER +27.04% 5,056 3,980

Ford Ranger Sales - Q1 2024 - Argentina

In Argentina, Ford Ranger deliveries totaled 4,735 units in Q1 2024, a decrease of about 24 percent compared to 6,222 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER -23.90% 4,735 6,222

Ford Ranger Sales - Q1 2024 - Chile

In Chile, Ford Ranger deliveries totaled 970 units in Q1 2024, an increase of about 14 percent compared to 851 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER +13.98% 970 851

Ford Ranger Sales - Q1 2024 - Colombia

In Colombia, Ford Ranger deliveries totaled 440 units in Q1 2024, a decrease of about 44 percent compared to 785 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
RANGER -43.95% 440 785

Sales of the Ford Ranger continue to suffer as it goes through a generational changeover. Shown here is the all-new 2024 Ford Ranger SuperCrew Short Bed in the XLT trim.

Competitive Sales Comparison (USA)

For the Ford Ranger sales tanked 83 percent in Q1 2024, selling just 1,918 units, placing the midsize pickup dead last in its competitive segment. The truck continues to be impacted by the generational changeover with the impending arrival of the next-gen 2024 Ford Ranger debuting with all-new tech and a 2.7L V6 EcoBoost,

The Toyota Tacoma sales also suffered from a generational changeover as the all-new 2024 Toyota Tacoma prepares to arrive on scene. However, it still remained at the top even with sales diving 60 percent to 21,558 units. As both pickups struggle, the Nissan Frontier jumped up two spots from the previous quarter to second place with a 17 percent bump for 19,744 deliveries. The Chevy Colorado (see running Chevy Colorado sales) maintained third with a 13 percent uptick to 14,922 units, while the Jeep Gladiator slipped to fourth with a four percent dip to 12,989 units. The GMC Canyon (see running GMC Canyon sales), the Colorado’s corporate cousin, sold 5,484 units with a nine percent swell.

Sales Numbers - Midsize Mainstream Pickup Trucks - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
TOYOTA TACOMA -59.77% 21,558 53,583 28% 47%
NISSAN FRONTIER +16.65% 19,744 16,926 26% 15%
CHEVROLET COLORADO +12.57% 14,922 13,256 19% 12%
JEEP GLADIATOR -4.32% 12,989 13,575 17% 12%
GMC CANYON +9.33% 5,484 5,016 7% 4%
FORD RANGER -83.32% 1,918 11,500 3% 10%
TOTAL -32.71% 76,615 113,856

In terms of segment share, the Tacoma led with a 28 percent share, down 19 percentage points year-over-year, while the Frontier followed with a 26 percent segment share, up 11 percentage points. The Colorado earned a 19 percent share, up seven percentage points, the Gladiator posted a 17 percent share, up five percentage points, and the Canyon held a seven percent share, up three percentage points. Finally, Ford Ranger sales claimed just a three percent share, down seven percentage points.

Sales of GM’s two midsize pickups, the Chevy Colorado and GMC Canyon, combined for 20,406 deliveries and a 26 percent segment share, placing The General in second overall ahead of the Frontier.

Sales Numbers - GM Midsize Mainstream Pickup Trucks - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
CHEVROLET COLORADO +12.57% 14,922 13,256 73% 73%
GMC CANYON +9.33% 5,484 5,016 27% 27%
TOTAL +11.68% 20,406 18,272

Below, we provide Honda Ridgeline sales for reference, as the model straddles the midsize and full-size pickup truck segments. It beat out only the Canyon and Ranger.

Sales Numbers - Honda Ridgeline - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
RIDGELINE -12.56% 11,296 12,918

Overall, the midsize mainstream pickup truck segment contracted 33 percent to 76,615 unit, meaning Ford Ranger sales significantly underperformed the segment average.

The Ford Authority Take

Ford Ranger sales continued a downward trend as the midsize pickup truck still struggles from a generational changeover for the all-new 2024 model. In fact, zero Ford Ranger pickups were at dealers during February.

After the arrival of the all-new Ranger in several international markets, The Blue Oval announced that the 2024 Ford Ranger was scheduled to launch in the U.S. last summer for models equipped with the 2.3L I-4 EcoBoost, with variants packing the 2.7L V6 EcoBoost expected to follow in the fall. And while a number of 2024 Ranger pickups production grew significantly in January at the Michigan Assembly plantnone were sold as of the end of February.

However, production of the next-gen 2024 Ranger picked up significantly in March, with the lineup shipping to dealers. So we’ll see how sales fare for the next quarter as units of the new truck finally become available to buyers.

About Ford Ranger

This past May, the all-new 2024 Ford Ranger debuted with all-new tech and a 2.7L V6 EcoBoost. The carryover turbocharged Ford 2.3L I-4 EcoBoost gasoline engine produces 270 horsepower and 310 pound-feet of torque, while the new, optional twin-turbocharged Ford 2.7L V6 EcoBoost generates 315 horsepower and 400 pound-feet of torque. Both are mated exclusively to the Ford 10-speed automatic transmission, giving the new Ranger a payload capacity of up to 1,805 pounds and a max towing limit of 7,500 pounds.

The 2024 Ranger also debuts the high-performance Ranger Raptor, powered by the twin-turbocharged Ford 3.0L V6 EcoBoost, which will be sold in the U.S. for the very first time after existing in international markets for years now. The engine is rated at 405 horsepower and 430 pound-feet of torque on premium fuel, sending power to the wheels via Ford’s 10-speed automatic transmission, an electronically-controlled on-demand two-speed transfer case, and front- and rear-locking differentials.

That means the 2024 Ford Ranger line-up is offered in XL, XLT, Lariat, and Raptor trim levels.

In addition to new styling inside and out along with a handful of other major changes, the 2024 Ranger nearly matches the EPA fuel economy ratings of its predecessor, as Ford Authority recently reported. However, the new Ranger is more expensive across the board – though in some cases, that increase can be additional standard equipment.

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Comments

  1. Michael Bol

    I’d say gas prices and the availability of the Maverick have something to do with it.

    Reply
  2. Pikey87

    The ranger is just too expensive for what you get. But I also wonder how much of it’s sales failures are due to all the production issues.

    Reply
  3. R Pierce

    Bring cmax back to ev

    Reply
  4. HarleyRich

    I priced out a Ranger Lariat FX4. It was over $51,000 and there were NONE to be found, anywhere. I ended up purchasing a Canyon Denali.
    The Ranger just doesn’t get it at over $50,000.
    We are Ford people, 2 Mustangs and a F-150 Lariat. 7-8 Ford’s past 10 years.
    But just couldn’t justify that kind of money for it.
    The design is pretty much — blah, also.

    Reply
  5. Jim

    Can’t buy ’em if you can’t get ’em.

    Reply

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