In recent years, the Ford Ranger has been nothing short of a global phenomenon for The Blue Oval, a pickup that has proven to have universal appeal even in markets that don’t necessarily gravitate toward that type of vehicle. However, the Ranger continues to face increased competition in those same global markets, and that’s precisely why Ford CEO Jim Farley believes that the mid-size hauler needs to be “future proofed” in more ways than one.
“So our operations overseas are very fit, but the Chinese are coming to those markets now, globalizing the supply chain, the emerging EV market in emerging markets like India, especially South America, they’re being dominated by the Chinese and so we have to think about future-proofing that Ranger business as well,” Farley said at the recent Wolfe Research Auto, Auto Tech and Semiconductor Conference.
“And that has to be a very capital efficient approach – I’m not ready to kind of explain all that right now but I think we’ve learned from our U.S. experience that partnerships are very important to that kind of approach. We’ve been very smart I think in Europe with Volkswagen on our commercial vehicles you can apply that same model to this new emerging electrification trend around the globe. So, I would say we’re in good shape, it will emerge over time.”
Indeed, we’ve seen a number of new Ford Ranger models debut in recent months, including the first-ever plug-in hybrid variant, as well as the heavy-duty Ranger Super Duty bearing a number of beefy F-250 Super Duty parts, which could be followed by an all-electric version. It’s unclear if Ford’s forthcoming mid-size EV pickup will wear the Ranger name or something different altogether, but Farley previous stated that he sees small SUVs and pickups as the “sweet spot” for electrification at the moment.
Comments
The pricing is too close to the F-150. A smaller truck could take off in a down economy, which seems to be where we’re heading, rapidly, but not if a few thou more get you into an F-150.
I completely agree. The automakers better figure out how to make less expensive vehicles and sell them at a profit, or sales will continue to decline and posting losses.
Price comparisons aside, I think the better fuel economy numbers as well as being “right-sized” for more markets, will help keep the Ranger a strong contender in this segment. Just like the Maverick, it will be viewed as a more versatile as opposed to a full size truck, unless regular towing of larger loads is a requirement.
Maybe it’s a global phenomenon, but it’s not terribly popular in US. I remember the old Ranger was everywhere, but since they relaunched it as a much larger, more expensive, and less interesting vehicle, it’s mediocre at best.
The maverick is the replacement for the old ranger. Personally, I find the lack of compact trucks pretty weird lol. Can’t believe there’s no real maverick competition yet.
For the price you are better off to get the f150 . Ford needs to fire there CEO he is killing Ford
Need to lower the total height from ground to top of the bed. Lower the sprung weight on the rear of the truck and make it level. Incerase the length of the bed between the cab and rear wheel. The way it is now is ugly like the other brands. Other wise the ranger looks good.