Jim Oaks
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- Ford Ranger
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GM Gains 2% Market Share And Takes Sales Crown From Ford - or - Why Ford needs the Ford Ranger!
It frustrates me that Ford has never given the Ford Ranger enough credit here in North America. It frustrated me that when we went to Detroit for the debut of the Ford Ranger, I felt like we had more experience with the Ranger than the Ford team did, and they never asked us any questions, or tried to get input on from guys who have driven, beat up on, and wrenched on these trucks for years.
It's a great truck, and I wish I could take it out on a cross country adventure and promote it. I left the debut feeling like they should have hired me to promote it. God knows I love the truck, and have been a huge advocate and online promoter of the Ford Ranger for 19 years now.
When the last Ford Ranger rolled across the line, I wrote:
Later, I wrote another article discussing how the demand for a midsize truck was there:
I suspected that Ford would eventually HAVE to bring the Ranger back to a market they didn't believe existed.
The recent news supports the fact that Ford NEEDS the Ranger to regain it's crown in truck sales.
I'm hopeful from our discussion with Ford that they're going to take the new Ranger more serious than its predecessor.
All hail the Ford Ranger! And give us a damn Ranger Raptor!
Resource: https://seekingalpha.com/article/4186028-gm-gains-2-percent-market-share-takes-u-s-pickup-truck-sales-crown-fordOne year ago, for the first half of 2017, General Motors and Ford were tied in the U.S. market for pickup trucks, with 32% market share each. One year later, GM grew an astounding 12% whereas Ford grew "only" 5%, so GM has now raced up to 34% market share whereas Ford is stuck at "only" 32% market share.
In the U.S. market, 18% of pickup trucks sold are the midsize kind, up from 16% a year ago.
The midsize segment grew 20% in the first half of 2018, whereas the fullsize segment grew 3%. Hence, given the "starting level" of those two segment sizes, the midsize pickup trucks expanded from 16% of the market to 18%.
It frustrates me that Ford has never given the Ford Ranger enough credit here in North America. It frustrated me that when we went to Detroit for the debut of the Ford Ranger, I felt like we had more experience with the Ranger than the Ford team did, and they never asked us any questions, or tried to get input on from guys who have driven, beat up on, and wrenched on these trucks for years.
It's a great truck, and I wish I could take it out on a cross country adventure and promote it. I left the debut feeling like they should have hired me to promote it. God knows I love the truck, and have been a huge advocate and online promoter of the Ford Ranger for 19 years now.
When the last Ford Ranger rolled across the line, I wrote:
See: http://www.therangerstation.com/articles/the-last-north-american-ranger/According to a quote from Ford spokesman Mike Levine at autos.yahoo.com, “The compact pickup segment in the U.S. has been declining from almost 8% of total industry sales in 1994 to 2% of industry sales in 2010”, and “The F-Series works best for customers in North America.”
Well Mike, you’ve been offering the same platform since 1998. You can’t expect people to buy the same design for 13 years. In fact, the interior, cab and bed is almost identical to a 1994 model. Actually Autoguide.com reports that sales continued to grow during the decade, peaking in 1999 at some 348,358 units. That means sales dropped off as the Ranger went unchanged. Even with its outdated design, Ford still sold 70,832 Rangers in 2011, which was a 27.9% increase over 2010.
Later, I wrote another article discussing how the demand for a midsize truck was there:
See: http://www.therangerstation.com/articles/north-american-2015-ford-ranger/Ford still sold 70,832 Rangers in 2011, which was a 27.9% increase over 2010.
If you start looking at the numbers, you’ll quickly see that there was a market for the Ford Ranger. Ford was selling a truck that had little change from 1998-2011 (13-years).
Did Ford’s dream of former Ford Ranger owners becoming Ford F-150 owners come true? Is the smaller pickup market dead? It’s highly unlikely. In fact, Chevrolet will be bringing back the Chevy Colorado in the fall of 2014.
I suspected that Ford would eventually HAVE to bring the Ranger back to a market they didn't believe existed.
The recent news supports the fact that Ford NEEDS the Ranger to regain it's crown in truck sales.
I'm hopeful from our discussion with Ford that they're going to take the new Ranger more serious than its predecessor.
All hail the Ford Ranger! And give us a damn Ranger Raptor!
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