Most Ford Ranger Customers In 2024 Were Retail Buyers

Back when the Ford Ranger existed as a compact pickup that could be purchased in bare bones, work truck-oriented form, many commercial customers opted to add those inexpensive models to their fleets. Now that the Ranger has grown to a mid-size model, that somewhat continues to be the case, but that pickup isn’t quite the pull for fleets that it used to be, it seems. Rather, according to The Blue Oval itself, most Ford Ranger customers in 2024 were of the retail kind – not commercial buyers.

According to Ford’s Q4 2024 earnings report, the Ford Ranger accounted for less than 10 percent of the commercial-focused Ford Pro division’s sales, compared to more than 90 percent of the retail, ICE-centered Ford Blue business. That’s one of the lower percentages of any Ford Blue model, but it is worth noting that a larger mix of that model went to Pro customers than many others. That list includes the Ford F-150, Ford Explorer, Ford Expedition, and Ford Edge, among others.

The Ford Edge is a particularly interesting case here, given the fact that it had a higher Ford Pro sales mix than any other Blue Oval model last year – a bit under 40 percent, compared to the 60 or so percent that went to retail consumers. This, despite the fact that the Edge was discontinued last year as the final example rolled off the assembly line at the Oakville Assembly plant in Canada back in May 2024.

On the opposite side of the spectrum lies models like the Ford Bronco, which accounted for less than one percent of the automaker’s Ford Pro sales in 2024, ranking it at the bottom of the pack in that regard. It’s unclear why the Ford Bronco isn’t terribly popular with commercial customers, but it clearly doesn’t have the same appeal as some of its retail counterparts – even when it comes to rental car companies, presumably.