Even though F-150 is Ford's flagship, the mid and small size markets are heating up. Ford did well with Maverick. I think they could have done better with Ranger, especially since it's been around for some time. They keep annoying customers with the F-150 by decontenting so many features that shoppers are looking elsewhere. To make things even worse, Ford can't produce their hot products in a timely manor. I gave up after waiting 2 years for a Bronco. I then waited 6 months to get an F-150 and that's with the help of my dealer working with Ford to move my priority up.
Last I looked, Ranger sales were down 22%. I'm curious to see if things get better with the new model, since everyone else has something new as well.