What Jim Farley Learned About Trucks From a Trip to the Outback (Australia)

[HighDesertRanger]

And yet this just appeared on Ford Authority dail email. https://fordauthority.com/2026/03/f...utm_campaign=ford-authority-daily-digest-for-

Did you read that article and what he actually said? He’s not wrong.

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[mrmike7189]

I see alot of regular cab and supercab Rangers in those photos. We need those here in America too

 

[Jason B]

Coming from an Australian who has seen the quality of the Chinese influx. All I’ll say this: don’t underestimate Chinese car manufacturing

The issue with Chinese cars isn’t the quality or price - they have that part down. The issue they’re currently dealing with is after sales support. Dealer network, Spare parts and service/repair departments is what’s lacking. But I’m sure they’ll get on top of that soon enough.

As far as the actual cars go - it’s scary how good they’ve gotten compared to where they were only 5 years ago. And it’s even scarier (for the legacy brands like Ford) to think where they will be in another 5 years. Most car brands won’t be able to compete - not only on price and quality, but also innovation

They may be very economical, coming from China. But once manufacturing hits the US, and the UAW Unions get in with our high wage base, they will be just as expensive as other US cars.

 

[daytoncarter]

I bought the Ranger because it was an American made and Australian engineered vehicle.

Ford: if you abandon your markets you better believe you're getting the same buyer preference as any other Chinese vehicle. That is - none.

 

[Texasota]

Agreed. The only reason Ranger was brought back to US was to meet CAFE standards.

Not at all. It was to share the costs with Bronco development and Manufacturing.

 

[superj]

i think ford realized the midsize truck market was getting larger and they messed up getting out back in 2011, or whenever they cut the ranger the last time.

 

[purdyd]

I think Mr. Farley should visit the United States and talk to ranger owners....

I suppose when Ford got out of the ranger market it looked like a smart move but a few years later mid size truck sales boomed.

I think that departure from the North American market certainly hurt the ford ranger.

And if you are looking to compete overseas, you need to consider what it takes to compete in your own backyard.

edit and to be honest, just bringing some of the features available on australian or European models would be a step forward, like 4 auto on trims besides raptor, real rear vents, and vented seats.

and volume wise, the North America is as big or bigger than Europe or Australia

 

[superj]

they lost so much to toyota when they left the midsize market. even the frontier jumped up and is killing it here.

it actually would be nice if the american oems talked to the people here and asked about usage and stuff we feel is needed or useful

 

[saf1]

Having gone through this exercise a couple of weeks back I ended up buying the ranger but it was not without a lot of angst if I am being honest. Once I created a list of both the F-150 and Ranger, including the various engines I would want and trim packages the choice was a lot easier to make. The only thing that would change it is if I needed load or towing capacity.

The Ranger Raptor is even an easier choice to make compared to some of the average F150 packages and price point.

 

[Onceaneagle]

Farley views the future as EV, PHEV, and hybrid. $1.4 Billion invested and that has to come out of somebody's hide: higher customer prices and cheap labor. Goodbye Australian manufacturing. Wait until RAM jumps into the midsized NA market.

 

[purdyd]

Farley views the future as EV, PHEV, and hybrid. $1.4 Billion invested and that has to come out of somebody's hide: higher customer prices and cheap labor. Goodbye Australian manufacturing. Wait until RAM jumps into the midsized NA market.

manufacturing already left Australia. And from the Ford Authority article about this, engineering might not be far behind.

https://fordauthority.com/2026/03/ford-ceo-jim-farley-says-australian-ranger-development-could-end/

 

[OxygenMask]

Having gone through this exercise a couple of weeks back I ended up buying the ranger but it was not without a lot of angst if I am being honest. Once I created a list of both the F-150 and Ranger, including the various engines I would want and trim packages the choice was a lot easier to make. The only thing that would change it is if I needed load or towing capacity.

The Ranger Raptor is even an easier choice to make compared to some of the average F150 packages and price point.

I started out thinking about replacing my 2012 F350 Lariat. But Ford dropped the supercab from trim levels above XLT for 2025. I wanted a F350 supercab standard bed Lariat. Not giving up my creature comforts. Don't need a full 4dr cab, don't want a long bed, my primary use is towing a 5th wheel. Couldn't find a used one 23-24. So I'm keeping my F350, and bought the Ranger Raptor instead. I still win.

 

[Sojourner]

Honestly, I don't get Farley. And I find him really off-putting. IMO, he seems more the politician than brand leader (and this video - again, to me - reinforced that view).

Not sure how his compensation compares to other auto CEOs, but I really don't think he's worth an annual $27.5 million. Not sure what it is that he's done well.

I'm still rabidly pro-Ford, but Farley always seems to be doing his best to change that.

YMMV

 

[richman555]

Honestly, I think Ford is missing a great opportunity. Instead of focusing on 100k+ F150s, they should probably promote lower cost option Rangers as well in North America. Bring the Super Duty Ranger to NA and even some Kei Trucks (made by Ford). Expand the roster. People love options and Ford could be the Swiss Army knife of trucks. Want to be the top seller of trucks in North America? This is how you do it. #Opportunity #NextLevelThinking

 

[T-Wrecks]

Bring the SuperCab back to the US like you promised. The 5' bed is a joke!

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