Why doesn't Ford market the Ranger in the US?

[markal49]

I see Ford ads a lot (especially during NFL games). Ford often features the F-series, which I get - best selling truck etc. I even the Maverick. sometimes. I never, ever see the Ranger. Why?

I think all the other car companies have ads for the mid-sized trucks, or at least feature their mid-sized trucks in more general ads. Why not the Ranger?

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[rocsteady]

i never thought about this before, but I don't recall seeing much in the way of midsize trucks really marketed by anyone? Is it a regional thing maybe. I am in NJ/NY/PA area and maybe not their biggest market?

 

[Dingus83]

The market will always be dominated by Tacoma, just from a production standpoint no other truck can get close to the figures 2 plants can make for Toyota versus 1 for everyone else (in some cases splitting production with other vehicle lines).
Ford also cares more about F series sales than Ranger, I mean they care about Ranger but not like their bread and butter.
4G Tacoma has heaps of troubles and people still talk shit on my RR. Comical.

 

[Hootbro]

I have seen more Nissan Frontier commercials more than anything else in the mid size market. Even Toyota ads just seem to be blanket brand ads that they are some "Toyotathon" sale but nothing model specific. Nothing on the Ranger.

I will admit I watch very little broadcast or cable TV anymore.

 

[Jason B]

Let's face it, Ford would rather you buy an F150 due to higher margins, especially for dealers.
If it wasn't for CAFE standards, Ford may not even offer the Ranger in the US.

 

[RaptorWaiting]

My guess would be that Ford is selling a lot of Rangers and they will over-invest in marketing where they would like to see improvement. I think , in general, there are a lot of people buying mid-size trucks and full size are not as popular as they once were (I think I am seeing a lot full size truck incentives these days).

 

[RichR]

I didn't realize the Ranger was still in production until I started shopping for a new F150. My 2012 F150 was a bit more than I needed, so I opted for the Ranger after discovering it was still being around.

 

[stemplar]

I see Ford ads a lot (especially during NFL games). Ford often features the F-series, which I get - best selling truck etc. I even the Maverick. sometimes. I never, ever see the Ranger. Why?

I think all the other car companies have ads for the mid-sized trucks, or at least feature their mid-sized trucks in more general ads. Why not the Ranger?

I've just assumed that it had more to do with production capacity and/or inventory and sales (aka supply and demand). If rangers aren't piling up on lots and they have orders for everything they're producing, why spend extra money on marketing? This, and it's just last year or so that ford's ceo started talking about making quality a higher priority, so maybe when the improvements start to get traction they'll focus more on marketing? I have a hard time thinking that Ford doesn't care about their mid-sized truck market share, or that they've succumbed to not being able to beat toyota in this segment; it might be wishful thinking, but I'm hoping to see ford's momentum in this segment continuing to grow.

 

[garyo]

It’s all about the F150’s. That said the don’t want to erode that revenue stream but also don’t want to miss out completely on the midsize market. For many of us the midsize trucks is all we want nowadays especially coupled with the increased towing and smaller footprint it’s a solid truck segment.

 

[chiefdave]

The F series is Ford's bread and butter model that is targeted at the US so it is heavily marketed here. The Range is for a global market. My dealer currently has 24 Rangers in stock and 233 F series not including commercial trucks at a seperate lot.

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