Bronco Pickup could kill the Ranger?!?!

[Alaska_Wolf]

According to Gemini:?
From Gemini:?

Al, my faith in you has just taken a major hit...

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[Texasota]

Al, my faith in you has just taken a major hit...

Ha Ha, it's just parroting what Ford has stated.

 

[SBB]

I have zero interest in a bronco truck, just like that ugly ass gladiator pick up. The bronco pick up will probably be way to long, just like the gladiator, but will sell to all the mall crawlers

I agree! We do lots of off road rides with Broncos and the only advantage they have over our Raptors is overhang. From the limited pictures I've seen the Bronco truck has the same overhang or close to it as our Raptors.
So getting rid of my Ranger Raptor for a Bronco Truck is a NO! At some point we may add a Bronco to the fold but not at the expense of getting rid of the Ranger Raptor.

 

[Mystic]

"We are just in love with these monster vehicles,” Ford’s CEO said at the Aspen Ideas Festival. “I love them too,” he acknowledged they are a major issue due to their weight. Ford’s CEO added, “We have to start to get back in love with smaller vehicles. It’s super important for our society and for EV adoption." "Ford must build EVs profitably in the next five years as leading Chinese automakers like BYD expand into new global markets."

I honestly don't understand why people can't Fathom (pun intended) that since Farley is saying Ford is going to have to get away from big trucks, like Raptors, to survive, they can't seen to get that I think by getting rid of the smaller, easier to build, faster to produce vehicles first wasn't necessarily the correct choice? The message Farley is sending is that China has taken the upper hand in vehicle production globally; they are producing cheaper, safer and better vehicles, and they are producing them faster. The way the Big 3 has done business for decades is no longer a viable strategy against China, if our companies can't, or won't, start to fundamentally change, then its game over. Ford under Farley has taken the first step, which is more than the others have done. The Fathom is a the first step of many that will need to be taken for Ford's future and the potential future of auto production in this country.

I don't disagree. It will be a multi-pronged strategy.

That being said, I'm ambivalent on how it will turn out. I'm slightly exaggerating here, but even if Ford hypothetically staffs the plants with cheap, maintenance-free robot workers, makes all their cars out of affordable unicastings, and utilizes a super cheap and well executed electronics architecture, it still won't be enough to undercut the Chinese. They have the ultimate advantage of the CCP gov't embedded in management calling the shots and several regions in their country where, well.. I'll just say the labor is basically free.

If Ford starts making gains, the CCP gov't will just instruct their OEMs to dump product at even lower price points until all the competition is dead. It's been their go-to strategy across the board for 40+ years, but no one cared when it was just Mattel toys and shoes.

I think Ford is smart to pivot as they're currently doing, but ultimately the answer to the cheap manufacturing dilemma is a political one; to fence out Chinese products altogether - basically what the current US administration is pursuing. It's quite apparent that future US administrations - whether they be D or R - will also pursue this strategy. Great powers and Hyper powers need an industrial base, it's non-negotiable. It's what all the brouhaha with Canada really boils down to, as well.

Anyways, rant over...

 

[HighDesertRanger]

The UAW 25% pay increase in 2023 certainly hasn’t helped Ford’s bottom line either.

 

[superj]

For sure, that was a bunch of crap. 23% pay increase is bs. Once all their members dont have a job because no one can afford the vehicles anymore, they will just tell everyone nothing can be done and life's tough

 

[mrmike7189]

The idea of a hybrid vehicle is appealing to many...........why did they skip over hybrids and go full electric? Thats the issue. America is not ready for full electric. I know i would consider a hybrid Ranger. They sell them in Europe

 

[Texasota]

The idea of a hybrid vehicle is appealing to many...........why did they skip over hybrids and go full electric? Thats the issue. America is not ready for full electric. I know i would consider a hybrid Ranger. They sell them in Europe

Until more recently the government had very strict emissions regulations in place. They were essentially backdoor mandates for EVs. OEMs responded with huge investments in EVs. The mistake Ford made (and several other OEMs) was to build EV versions of their bread and butter which was/is full sized trucks. That resulted in Americans saying no thanks, we don't want expensive 9000 lb trucks.

Ford has learned their lesson and they are all in on hybrids. Farley has said all Fords will have a hybrid version. Ford has also not given up on EVs, but they are pursuing affordable small EVs like the Fathom. It was a painful learning experience but Ford seems to be on the correct path now.

 

[Alaska_Wolf]

Until more recently the government had very strict emissions regulations in place. They were essentially backdoor mandates for EVs. OEMs responded with huge investments in EVs. The mistake Ford made (and several other OEMs) was to build EV versions of their bread and butter which was/is full sized trucks. That resulted in Americans saying no thanks, we don't want expensive 9000 lb trucks.

Ford has learned their lesson and they are all in on hybrids. Farley has said all Fords will have a hybrid version. Ford has also not given up on EVs, but they are pursuing affordable small EVs like the Fathom. It was a painful learning experience but Ford seems to be on the correct path now.

That was a fiasco. Local dealership took a 2024 Lightning Extended Range with Max Trailer Tow and the Dual-Motor AWD and hooked to a 10,000 boat. They towed that boat for 35 miles...and then it needed a recharge... I suppose its okay for mall crawling, but it didn't seem all that awe inspiring doing its intended job. Convinced me we didn't want one, so bought the wife the KR Powerboost instead... Happy wife.

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