To make up the lost time Ford Motor Co the king of Big Truck is bringing back its Mid-Sized Ranger Pick up to soar its sales.
At Detroit Auto Show GM displayed the American Version of Ranger Pick up and planning to start its production next year reversing its early decision in 2011 to depart from sales when there was drop for smaller pick ups due to recessions.
Few years later Chevrolet Colorado and GM Canyon were launched by General Motors selling almost half a million units in US combined which generated a revenue of $17.5 billion.
Since the arrival of GM Models in 2014,sales of Mid Sized pick up have scored upto 85% in the US the market saw a dip in gas prices and trucks are making a come back. It was better off the market then selling low end F-150 trucks argued Ford which is the second largest automaker in the U.S.
In an Interview Head of Ford North American Operations Raj Nair Said” For has no regrets on exiting back in 2011. For us, it’s been a matter of timing about when to deploy a great truck we’ve had globally. And the timing is now.”
Truck Fever in America
According to LMC locomotive analyst Jeff Schuster Ford is likely to find acceptable market to its revived version of Ranger Pick Up considering American love for Pick ups and SUV.
Ford would have to wait for a year to capture the market for its Ranger Pick up and should expect a good competition from rivals Toyota Motor Corp and General Motors.
“It will be more challenging for the Ranger than it was for GM,Instead of growing the segment, the Ranger is going to be taking sales from within the segment or from within Ford. Added Schuster.
Ford already has the successful franchise F-series which contributes to most of its profits also it dosent want the Ranger to steal its sales rather it banks upon the weekend warrior who go out off roading or camping during weekend.
Todd Eckert Marketing Manager of Ford Truck Business said “This isn’t necessarily for an F-Series customer, We see this as an opportunity to bring back some of our former Ranger customers and also to attract new customers.”
What took so long for Ford to make up its decision to launch this Ranger questioned some analyst as it is already been selling this models to other countries. Couple of years ago Ford has even updated its design. According to reports the production of this truck will begin at its Michigan factory this year and sales by first quarter of 2019.
Karl Brauer, executive publisher of Cox Automotive said, “To walk away and then take so long to finally figure out that they should jump back in -- they are definitely way late,”
Ford rejected the idea of Ranger’s late arrival in the Mid-sized pick up segment. LMC predicts the decline in demand of the mid-sized trucks to just 428,000 units in this year before resuming its growth again in 2019.
Nair Said,” The Market is still significantly smaller than it used to be in its Hey Day,” According to the research from Autodata back in 2000 more than 1 million mid sized trucks were sold.
More over Ford needs time to Americanize the Ranger which it sells overseas . Whereas the U.S model pretty distinctive styling in the rear and front. The design has a stamped tailgate with Ranger Name on it.
Ford has replaced the diesel engine with the 2.6 liter V-6 turbo charged engine also found in the Mustang sports. The truck has a rugged steel bumper mounted to the frame.
Talking about its Pickup its designer Max Wolff Said “We definitely didn’t want it to look like a small F-150,”