Yes and I wonder if ROW had Maverick if a similar reduction in sales would
happen, if buyers are looking for lower cost more fuel efficient solution in
urban areas where diesels and BOF make less sense.
A lot of that strategy was intertwined with the need to fund BEVs when Ford diverted
$11 billion in funding away from Ford Blue (ICE) vehicle platforms, so of course, quite
a few vehicles on the low profit side were dropped. Perhaps when Ford revisits it’s ICE
plans, it will make room for some more products that also have varying levels of hybrids.
There are some gaps that could be filled with the right vehicles that add profit.
I think Ranger is just stuck in that middle ground with Maverick below it appealing to the casual “non truck” buyer, and F-150 appealing to the typical truck buyer.
Meanwhile, Ford is prioritizing Bronco production because it can allow Maverick or F-150 to absorb what might otherwise be a Ranger sale.
Other companies can push their midsize offerings sales wise because they don’t have a Maverick, or a Bronco eating up production space.
What’ll be interesting to see with this new Dakota is how it affects Ram 1500 sales on the lower end, as until recently they’ve had the classic model around for the lower priced segments, and theoretically Dakota can step in there to an extent
yes, that and the fact that European market would probably prefer a BEV Utility over a BEV pickup.
But in saying that, the rumour is that the second CE1 is not expected until CY2029.
Thanks for the chart and good point that Ford hasn’t pushed Ranger since Bronco’s launch - it didn’t really push the new Ranger either although it
was a problem when parts supplies were tight and Ford chose Bronco
builds over Ranger.
Maybe you’re right and Ranger was the lead in for Bronco and now Ford has pushed the Maverick, it’s less interested in building tons of Rangers.