2027 Ranger?

[Texasota]

IMO, I think Ford would sell a lot more Rangers in the NA market if it was untethered from the global version. I think the current Ranger is a great mid sized truck but it needs to be unshackled from the dimensions, styling and overall build of the international version. What sells world wide doesn't necessarily sell here due to the uniqueness of what Americans want in a pickup. One thing that I think would sell a lot more Rangers is to offer a 6 foot bed option. and give it a couple inches more rear seat room.

Edit:
I also think that rebadging it as the F-100 is a brilliant idea. The Ranger name in NA makes many think of the last NA Ranger which wasn't very capable small to mid size truck. I will probably get pummeled for that last remark. It was a great work truck and this is why, IMO, that it got pigeon holed for so long.

Perhaps the Bronco pickup will provide that untethering to a certain degree. I suspect the Bronco pickup will be primarily North America as is the full size Bronco (it's exported in only limited numbers). By having the Bronco pickup and the F-100 there will be more options for buyers.

My guess is that the TTP truck will be nearly identical to the international Ranger which will soldier on with the Ranger name. The TTP truck is very likely to offer multiple cab/bed combinations as it will cater more to fleet sales than the current NA Ranger.

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[HighDesertRanger]

Ford would sell a LOT more Rangers if they’d simply advertise for it. Like AT ALL.

 

[emjay24l]

Ford would sell a LOT more Rangers if they’d simply advertise for it. Like AT ALL.

I think that Ford is in a tough situation. The Ranger sits in the middle of two well selling trucks being the Maverick (I know it is not a truck) and F-150. Selling more Rangers likely takes sales from them. I have wondered if this is why Ford is low key regarding marketing the Ranger. I think morphing the Ranger to be an F-100 model would be a very good marketing move for Ford and give us the features and options we want to see in a Ford mid sized truck. IMO, a F series mid sized truck will sell much better than the current Ranger even if there isn't a lot of differences other than the name.

 

[Texasota]

IMO, a F series mid sized truck will sell much better than the current Ranger even if there isn't a lot of differences other than the name.

Agree. Enthusiasts like those on this forum will know it is basically the same as the international Ranger, but other truck buyers will see it as a different truck. It’s an F-100 which is smaller version of the F-150 and it fits comfortably in my garage.

 

[purdyd]

IMO, I think Ford would sell a lot more Rangers in the NA market if it was untethered from the global version. I think the current Ranger is a great mid sized truck but it needs to be unshackled from the dimensions, styling and overall build of the international version. What sells world wide doesn't necessarily sell here due to the uniqueness of what Americans want in a pickup. One thing that I think would sell a lot more Rangers is to offer a 6 foot bed option. and give it a couple inches more rear seat room.

Edit:
I also think that rebadging it as the F-100 is a brilliant idea. The Ranger name in NA makes many think of the last NA Ranger which wasn't very capable small to mid size truck. I will probably get pummeled for that last remark. It was a great work truck and this is why, IMO, that it got pigeon holed for so long.

well you can buy an international version with a 6’ bed.

there are features and trims offered internationally that aren’t offered in the USA.

the problem is not that the ranger is designed for the world, the problem is that North America doesn’t offer the models and features that the rest of the world can purchase

I don’t think it is the name that is the problem with sales

I think that Ford is in a tough situation. The Ranger sits in the middle of two well selling trucks being the Maverick (I know it is not a truck) and F-150. Selling more Rangers likely takes sales from them. I have wondered if this is why Ford is low key regarding marketing the Ranger. I think morphing the Ranger to be an F-100 model would be a very good marketing move for Ford and give us the features and options we want to see in a Ford mid sized truck. IMO, a F series mid sized truck will sell much better than the current Ranger even if there isn't a lot of differences other than the name.

you can call it an f100 it remains a model between the maverick and f150 and has the same problem

i don’t think a name change helps in the least

 

[bgn]

The Ranger is made in the US for two reasons imo:

1. To fill production capacity in the same plant on the same platform as the Bronco.

2. To keep folks who REALLY want a Ranger over a Maverick or F-150 from getting another midsize brand.

That's it.

 

[Jason B]

The Ranger is made in the US for two reasons imo:

1. To fill production capacity in the same plant on the same platform as the Bronco.

2. To keep folks who REALLY want a Ranger over a Maverick or F-150 from getting another midsize brand.

That's it.

You forgot another important reason, to meet CAFE standards.

 

[Texasota]

The Ranger is made in the US for two reasons imo:

1. To fill production capacity in the same plant on the same platform as the Bronco.

2. To keep folks who REALLY want a Ranger over a Maverick or F-150 from getting another midsize brand.

That's it.

Yes, you nailed it. But that situation changes when production of the next generation begins at TTP.

 

[AlloyPony]

You forgot another important reason, to meet CAFE standards.

Don't know how Ranger helps with CAFE considering it's near the very bottom of the list of fuel efficient Ford vehicles. The only thing worse would be a Mustang GT possibly, or a full size Raptor in terms of MPG.

 

[Texasota]

i don’t think a name change helps in the least

Agreed. It's obviously not just the name change, but rather everything that comes with that name change in the next generation of the Ranger.

 

[emjay24l]

you can call it an f100 it remains a model between the maverick and f150 and has the same problem

i don’t think a name change helps in the least

IMO, Ford does not want a non F series mid sized truck to get too popular. They don't care about Maverick sales because anyone who buys one isn't interested in full sized trucks. The Ranger is currently a bigger threat to F 150 sales and if it gets too popular it could take enough sales from the F-150 so it is no longer the best selling full sized pickup. Ford has used "the best selling pickup" line in a lot of their ads for as long as I can remember. Pulling the Ranger into the F family might keep it from being too much of a rogue model that competes too hard against the F-150. Then a mid size truck's sales could be added to overall F series sales.

The Rangers from 2012 and back were much closer to the Maverick market segment than the current Ranger and they were no threat to F-150 sales. IMO, if Ford wants to be a bigger player in the mid size segment then they need to come up with a way to not diminish the F series overall. It seems that rebadging the Ranger as an F series model might be the way to thread this needle. Besides, I don't think many people really care about the Ranger name all that much. They want a mid sized truck with options and specs they want and/or need and what Ford names it is mostly irrelevant. Also, I think to many the Ranger name makes them think of the 2012 and earlier models that were not given a lot of capability like the current Ranger possess. IMO, this is one of the reasons Ranger sales haven't been better since the 2019 reboot.

 

[purdyd]

IMO, Ford does not want a non F series mid sized truck to get too popular. They don't care about Maverick sales because anyone who buys one isn't interested in full sized trucks. The Ranger is currently a bigger threat to F 150 sales and if it gets too popular it could take enough sales from the F-150 so it is no longer the best selling full sized pickup. Ford has used "the best selling pickup" line in a lot of their ads for as long as I can remember. Pulling the Ranger into the F family might keep it from being too much of a rogue model that competes too hard against the F-150. Then a mid size truck's sales could be added to overall F series sales.

The Rangers from 2012 and back were much closer to the Maverick market segment than the current Ranger and they were no threat to F-150 sales. IMO, if Ford wants to be a bigger player in the mid size segment then they need to come up with a way to not diminish the F series overall. It seems that rebadging the Ranger as an F series model might be the way to thread this needle. Besides, I don't think many people really care about the Ranger name all that much. They want a mid sized truck with options and specs they want and/or need and what Ford names it is mostly irrelevant. Also, I think to many the Ranger name makes them think of the 2012 and earlier models that were not given a lot of capability like the current Ranger possess. IMO, this is one of the reasons Ranger sales haven't been better since the 2019 reboot.

why does ford want to sell more f150s? To make money

anything that competes with the f150 that makes less money for ford, whether you call it a f100, ranger, or unicorn, does the same thing in the eyes of ford, reduces sales hence profit from the f150.

rebadging ranger as f100 is not going to suddenly increase sales of the midsize truck

building a more capable lsrger Ranger or f100 doesnt make sense either because now it is even more of a competitor to the f150

if ford wanted more fleet sales in from the midsize market, they could do that now. They already make a 6’ bed variant for the rest of the world and a super duty

it doesn’t make any sense to me that ford will suddenly flip the switch in 2029 and build and market a bunch of midsize trucks

it would make more sense to start ramping up the ranger now

you can already see from the numbers that they could produce more rangers and still keep bronco production where it is from the monthly numbers that come out for the Michigan plant

it’s a good point about the bronco probably taking ford ranger sales. But I think ford is ok about that.

 

[Texasota]

rebadging ranger as f100 is not going to suddenly increase sales of the midsize truck

building a more capable larger Ranger or f100 doesn't make sense either because now it is even more of a competitor to the f150

if ford wanted more fleet sales in from the midsize market, they could do that now. They already make a 6’ bed variant for the rest of the world and a super duty

it doesn’t make any sense to me that ford will suddenly flip the switch in 2029 and build and market a bunch of midsize trucks

it would make more sense to start ramping up the ranger now

you can already see from the numbers that they could produce more rangers and still keep bronco production where it is from the monthly numbers that come out for the Michigan plant

it’s a good point about the bronco probably taking ford ranger sales. But I think ford is ok about that.

Seems like we are rehashing things already discussed in the past. And I'll refrain form using the F-100 term since it's ruffling feathers. To your points above:

1. Re-badging by itself doesn't add more sales. It's all the other associated changes that Ford is betting will increase sales.
   
   
2. Farley has said that the new truck coming from TTP will be an affordable truck. That means Ford is taking cost out of it likely by incorporating UEV elements. If the margins on this TTP truck are similar to the F-150, then it doesn't matter much if some customers choose the TTP truck over F-150. You can bet Ford has fully analyzed this and they know what they are doing. Ford needs product for TTP.
   
   
3. MAP currently runs two shifts (not three) and the current Ranger's purpose in North America is to build just enough of them to keep those two MAP shifts busy. To build more current Rangers at MAP they would need to add a third shift and Ford likely can't justify that given current combined demand for the Bronco and Ranger.
   
   
4. When the current Ranger is booted out of MAP Ford will keep MAP busy by adding the Bronco pickup and a Lincoln Bronco which will have better margins than the current Ranger. MAP becomes 100% Bronco centric with three high margin products with more parts commonality.
   
   
5. Ford isn't going to add different cab/bed configurations at MAP for the current Ranger given that it will soon be discontinued.

 

[emjay24l]

@purdyd
Ford was third in mid size sales in 2025 and likely will be again in 2026. IMO, I don't think Ford needs to rebadge the Ranger. I think they need to deviate more from the international models with the next generation and make them more appealing to the American market. If Ford is limiting the Ranger over concerns of taking away F-150 sales then they need to stop doing this. Mid size truck sales have grown a lot and would have grown more if the supply chain issues resulting from COVID had not occurred. Below is a breakdown of mid size truck sales from 2015 to 2025. I think Ford can take the #2 position with some effort.

Annual U.S. Sales by Model & Segment Total (2015–2025)

Year	Toyota Tacoma	Chevrolet Colorado	Nissan Frontier	Ford Ranger	Jeep Gladiator	Honda Ridgeline	GMC Canyon	Total Midsize Sales
2015	179,562	84,430	62,817	Discontinued	Not yet released	520	30,077	357,406
2016	191,631	108,725	86,926	Discontinued	Not yet released	23,668	37,449	448,399
2017	198,124	112,996	74,360	Discontinued	Not yet released	34,749	32,106	452,335
2018	245,659	134,842	79,646	Discontinued	Not yet released	30,592	33,492	524,231
2019	248,801	121,703	72,369	83,571	40,037	33,334	32,825	632,640
2020	238,806	96,236	54,817	101,485	77,542	32,168	25,190	626,244
2021	252,520	73,008	60,697	94,755	89,712	41,355	24,125	636,172
2022	212,815	89,197	76,185	56,987	77,855	42,762	26,677	582,478
2023	234,768	71,082	58,134	32,334	55,187	52,001	22,458	525,964
2024	192,813	98,013	69,813	46,205	42,125	45,421	38,486	532,876
2025	274,638	107,867	65,232	70,960	56,790	48,488	36,477	660,452

 

[purdyd]

@Texasota there is no way a bronco pickup would sell in the numbers that a Ranger pickup does and if it did it would be at the expense of the regular bronco. I’d say ford knows this and there will not be a bronco pickup,

‘’the Lincoln bronco will not fill that void either

making a larger Ranger is not a recipe for greater sales

if it is fleet customers, than that demand should be there now and there is nothing stopping ford from making fleet oriented rangers because they already exist around the world

I think what is going into TTP is going to be a lot like the UEV platforms, so unibody construction. castings zonal architecture, tree assembly line, with gas engines. Trucks and suvs

@emjay24l agree, I see no reason the ford ranger shouldn’t be number 2 in midsize trucks. I think it would just need some marketing and trims and features that already exist in the rest of the world.

it already has more ref legroom than the Tacoma. That’s obviously not restricting sales of the Toyota.

edit: and two things Toyota and GM don’t have is a maverick and a bronco like vehicle. I think those two vehicles have robbed ranger sales.

if you think that in 2029 ford will add all these fancy features and make it a hugely demanded. Ehicle while every other manufacturer stands still I just don’t think that will happen.

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