Ford Ranger, what should the future hold? Will Ford keep it alive in the US?

Today there was a comment on one of my archived posts that brought back one of my favorite gripes. The Ranger, how Ford has let it lapse and what I hope they will do. Ok, let's get some history here, the Ranger name started as a trim level on the full size Ford F-Series trucks, just like the Eplorer badge. Starting in the late 60's and early 70's Japanese makes started to bring compact pickups to the US, Nissan and Toyota leading the way, but Isuszu and Mazda also. So, when the Domestic makes saw an emerging market segment, they initially imported partner trucks rebadged as their own, in the case of Ford that was the Courier. But eventually they recognized that a true Domestic compact pickup would make more sense and the Ranger was born . And from 1987 to 2004 it was segment leader. In many ways it was far superior to the Courier it replaced and Ford improved it with each generation. But the evolution stopped in 2000 or so and it was just mild refresh after that, until this day. I believe it was a combination of relatively cheap fuel here in the states and our tendancy to super size everything. While competitors grew in size, the Ranger remained compact. It remains a profitable unit for the company, especially since they've done no real development over the last decade. What a shame really. But with new safety and emissions standards coming into effect soon, the current Ranger is coming to a point where Ford can't sell it, even if customers were lined up out the door, which really they aren't. One major fault is that the current Ranger can't be fitted with airbags in the A pillar. Another minor fault is that it's not available in a true 4 door cab here, while it has been all over the world, including Mexico.

But as with Ford's need for small fuel efficient car, they have the answer in their global garage.

Ford developed a new Ranger (Mazda BT-50 also ) for markets outside of the United States.

And I've posted about it before, because it's a class leader and would be a huge hit here.

I'm not sure if it has air bags in the A pillar, but I'd guess it does since it's sold in Europe.

It's also got 2 great Diesel powertrain options and one of the nicest interiors I've ever seen in a compact truck. So, should Ford rush to get this cleared to come here? Would they import it from Asia or build it here? Yes they should rush to bring it market! If the Diesels aren't going to meet emisions, they can stick the 2.5 petrol I-4 and 3.5 V-6 in there. Over the last few years I've read criticism of the Ranger on the web and speculation that Ford should introduce a new Mid Size pickup using the F-100 nameplate. I disagree, but if they did it right, I'd be willing to take a look.

Now, this is a photoshop done quite a while ago by "FUD" (?) that I had seen on several message boards suggesting that the new Ranger be based on an Explorer chassis. But at this point is that prudent? Haven't we had that already? Isn't that the crap known as the Sport Trac?

What say you? I say, bring us the Global Ranger, with the Diesel option for those pulling boat trailers.

Ford Ranger Sever Off Road Vehicle package for the world, but not US

I had seen comments from several readers about a Ranger SORV or Severe Off Road Vehicle model and assumed that they meant the new Ranger that was introduced in Thailand recently. I then came across this article about the SORV Ranger in Indoniesia. It seems to be just a package on the current Ranger. I remember seeing a similar option on the UK Ranger a few months ago. It's a neat package, better shocks and some skid plates, as well as a new intake snorkelt and prefilter. In the US, you can bye these pieces from aftermarket companies, and I wouldn't expect to see any manufacturer to release a factory package like this any time soon. There's one simple reason, the American propensity for litigation.

Think about it, some idiot buys a truck from the factory with a snorkel, drives into a situation beyond his ability as a driver and a lawsuit is the result. It's a neat idea though, and if a Diesel Crew Cab Ranger were availalbe here in the US, I would consider some of these upgrades for myself.

The Mazda BT50, their version of the new Ranger

OK, more Ranger/Mazda B series truck news. Just days after the anouncement of the new Ranger in Bankok, to nobody's surprise, Mazda unveiled their new BT-50 pickup.
It's identical to the new Ranger, and built in the same plant. So you'll notice the styling and specs are very close. The name change to BT-50 is supposed to designate it's half way status between a small truck and a large truck. Much is being made about it's 1 ton payload capacity. I think that's metric ton.
Styling is just as nice as the ranger. If you want to read more on it, here are several sites doing reviews;Bangkok Post CarKeys UK CarGuide Australia Car Today, South Africa

All the reveiws a glowing, as this new Ranger/BT-50 are great trucks.

More New Ranger over at MPH

The new Ranger from Thailand is being rolled out Europe, and MPH has the story and more pictures here MPH Online including new crew cab. Now you can tell me that this new Thai Ranger isn't the greatest thing since sliced bread, but if it's going to Europe, it can't be crap either. I think that if this Ranger doesn't eventually make it to the US market, it will be one more big mistake on Ford's part.

Are these nails in Ford's coffin?

Is Mark Fields going to be the Grim Reaper at Ford Motor Company? Is he the one to drive the nail in Ford's North American Coffin? It seems that some fo the rumors and anouncements around Ford would indicate so. Or in the least, the death of anything remotely interesting.
Latest is the decision to eliminate SVT's operations and with the exception of the Shelby GT500 Mustang, models. This on it's own is not enough to kill Ford. It's more a culmination of decisions and indecision that will result in the slow agonzing death of Ford Motor Company. SVT was a great operation, that inspired Chrysler's SRT line. But it's not the exclusivity of dealers, which now may result in lawsuits against Ford, that is the problem. It's more the appearance that Ford is giving up on one more aspect of business. Retreating from Special Vehicles. While GM sells SS badged versions of their Chevy brand, and Chrysler spreads SRT around all of their brands, Ford cuts the lifeline. It's just one sign of weakness and lack of vision.
Here's another sign of impending doom. I've been complaining for months that Ford has a great new Chassis for the Focus and yet in the US we get a facelifted last generation model. The excuses I'd read online and in the press were related to cost of production and price point. The new C1 Focus would cost more to produce and therefore the price would have to go up. But I've said it before, I don't buy that excuse. The Focus C1 is offered for sale in every market Ford sells in, with the exception of Canada, the United States and Mexico. It is built and sold in China and Russia and marketed in South America, Asia, The Middle East, Africa and Europe. That same chassis underpins the Mazda3, which is a competitor for the US Ford Focus. So how can it be too expensive for Ford, but not Mazda? How can it make sense in Russia and China and not the US? I've heard arguments that in these other markets, a Focus is not an entry level vehicle, while in the US it is. Bullsh*t, a Focus shouldn't be an entry level car in the US either, there should be a model below the Focus in price and size, like the Fiesta. Not just for price point, but for economy. The Japanese and Korean competitors are about to bring new B segment models like the Honda Fit here to compete with the anticipated flood of cheap Chinese imports.
Ford has been rumored to be letting the Ranger die, just as they unviel a new and improved Ranger for the rest of the world. Another stupid decision if it's true. The Ford Ranger was the best selling Compact/MidSize pickup in the US for over 15 years. When every other manufacturer made improvements to their trucks, Ford sat there and let the Ranger become stale. As every other manufacturer introduced a crew cab version of their compact pickup, Ford left the Ranger/Mazda twins out of that growing new segment, even though they sell one of the most popular crew cab compact pickups in the world, the Ranger. Was this just to save sales of the Explorer Sport Trac? That model that was passed over when the Explorer was redesigned, and is only now being freshened? Not that the Sport Trac isn't a decent model, but it's small useless cargo area can't compete with the likes of Toyota and Nissan or even GM's triplets. So why let one of the most sucessful compact trucks die? I wish I knew. The new Ranger has sharp styling and with it's 2 Diesels could position Ford to take advantage of a possible resurgance of Diesel powered vehicles in the US. As they push for alternative energy with their "Drive for Innovation" don't they recognize the benefits of having 2 diesel powertrains available for a totally redesigned Ranger?
The Panther platform triplets, once very proffitable for Ford, are now slowly being killed off. While Chrysler, GM and even Hyundai recognize the market for rear wheel drive, Ford plans to replace these cars with versions of the Ford 500. The new Dodge Charger and Magnum will see service as police and taxi fleets. Why would Ford leave a platfrom from 1979 in service for so long without any plan for a replacement? Why when they have a great rear wheel drive platform in Australia, wouldn't they tap that asset for it's replacement? There are rumors now of a Mustang based sedan that could be out in the next decade. But why the delay.
So as Mark Fields counts his Million Dollar bonus for staying through the tough times, I wonder if there will ever be good times for Ford again? I keep hearing stupid decisions, and surrender from different models segments. I almost forgot the mini van, I mean "people mover." It seems Ford realizes their mini van is crap, so they want to bring out the new Fairlane people mover and distance themselves from stink.

Jalopnik has the new Thai Ranger

Not good news for US Ford Ranger fans, but here it is the new Ford Ranger from Thailand.
Click on over to Jalopnik for the story. Then click on through to LeftLaneNews for further pics and commentary.

According to their story, the Range will be killed of entirely in the US. Now if you are offended by strong language, please skip the rest.


How fucking stupid is Ford?? Kill the Ranger! Why not kill the idiot at Ford that suggested that? The Ranger was at one time the best selling compact pickup in the US, for 15 years!!! Why introduce such a great Ranger for the rest of the world, with not 1 but 2 great new Diesel powerplants, and not bring it to the US? I am outraged! I've been a huge Ford fan for years, but this and other bumbling moves over recent years have really been too fucking much!!

First the Focus gets improved world wide, and not here, now the Ranger gets the same treatment. Don't even get me started on the Crown Victoria and Australian Ford Falcon. It seems as if Ford is just giving up on the North American market. Now is not the time to give up on any segment of the market. With fuel prices expected to rise again, and the emergence of alternative fuels like E85 and BioDiesel, it's always been my opinion that Ford would be in a position to really shine, simply by taking models and technologies from their overseas operations and apply them to the new US market.

Even without the Diesels, a new Ranger could really recapture share in the midsize/compact truck market. I'm hoping these stories are wrong. I truly don't want to believe that Ford Management is that stupid.

Sorry about the strong language, but this is one of those things I feel strongly about.

MPH rumors that Ranger gone after 2008!! WTF??

Is the Ranger set to give up the ghost? Dave from MPH Magazine online, pointed out a new Rumor in their online content, and I had an Anonymous commentor over the weekend saying the same thing.
Compact trucks in the US have grown to midsize except the Ford Ranger/Mazda B series twins. The basic truck getting no more than cosmetic upgrades for about a decade. The Ranger that was for 15 or more years the best selling compact pickup in the US, is now declining in sales and growing stale.
Weeks ago, Ford press releases anounced the introduction of this compact pickup in Thailand. And I assumed that it would be the replacement for the Ranger (which it may be.) But if it is, it looks like it won't be built in the US, but instead in Thailand. Taking advantage of cheaper labor rates, and the new trade agreement with that country that will eliminate tarrifs on trucks imported from there.
Here are past posts on the subject;

New Ranger Concept

Free Trade Agreement with Thailand

I'm interested to see where this situation goes. If we get a new Ranger, will it be imported from Thailand? If so, will others follow the lead?

Ranger? 4Trac Concept from Thailand, what does the future hold.

I think the last time I posted on this, I assumed it was the global replacement for the Ranger, but after re-reading the press release I realized it never actually said that. Now I'm sure that if it makes production it will replace the Ranger and Mazda B series around the world. But does that mean it will not come to the US? I think it would be a great replacement for the Ranger here. I know that if the Ranger had the 2.5L Diesel here in the US, it could blaze new trails in the US market. Great fuel economy, and extra low end grunt for off road ability. The 4Trac concept shows nice styling, even if some of the fluff doesn't make it to production, like the bedside storage compartments and multi element tailgate.

What do you think?

New Ranger?? See what I miss when I take a couple of days off

Now I was only away from my computer for a day or so and see what happens, Ford introduces a new Ranger, in Thailand. I first saw this on Jeff Fisher's blog section, and then on AutoBlog, so the Hat Tip goes to Jeff, but the link goes to AutoBlog because their site is easier to link to.

Now you may be asking why introduce a new Ranger in Thailand? Apparently it's a very competative and large truck market. The Thai buyers are a tough crowd, so it's assumed you make them happy, most of the world will be happy.

Now one thing that struck me was the Conept's name 4 Trac, very close to Sport Trac, second was the resemblance to the Honda Ridgeline. But from what I've read this is all truck and tough.
Notice one imprtant thing, it's a crew cab, Ford knows that to be competative a crew cab is essential in the world market, wonder why it's not important here?

There are styling cues taken from the Equator Escape Concept, like the lights and grill. This concept also carries a "rescue" theme, with a huge number of LED lights and winches fore and aft. I'm sure the production units will be a little tamer. No word on the possability of this coming to the US, but I would hope that any update would be "global".

When I get a chance, I want to read as much about this as possible, see what powertrain options, and if the remake is only skin deep. The Ranger chassis isn't really outdated, and powertrains have been adequate for the world market, but a fresh new look, could bring US sales back up.

The Myth of the divergant Rangers

OK, now this is something that has bothered me for months and I don't want to put anyone person on the spot, but Jeff Fischer, who I respect and acknowledge as a well informed automotive enthusiast and pundit, responded to one of my recent posts and in his answer is the perpetuation of a myth that needs to stop now. The Myth of the Divergant Rangers there simpy is no truth to this.

Here is part of Jeff's answer, so you can read what he was told by a Ford Employee;
"The next Ranger could be nothing more than a shortened Explorer... which would match up very well (and better, since it's an excellent platform) with the competition. The GM trucks in this size range are fine mechanically... but are almost the ugliest things GM has.Had an interesting talk with a Ford engineer a little while ago... while I can't go into details I did find out that a Ranger replacement is planned yet again (of course these days who knows where the budget is) - but it will have to share a single platform and suspension worldwide. That's what I was told... keep in mind that there are currently a couple of different platforms worldwide all labeled "Ranger" and apparently somebody has an idea of doing this with 1 response (Nissan and Toyota does, why can't Ford?). The term "worldwide" to me means low common denominator for the places where a truck is still a truck (aka where it would actually be used as a truck). Furthermore that says the Explorer platform would be too expensive."
Now, I'm not saying Jeff is wrong, I'm saying he's misinformed by his friend. Jeff isn't the only pundit or blogger that has passed on this same eronious information. And the shame is that anyone who takes the time to check Ford's Global websites, can see the truth for themselves. This Red Ranger Crew Cab is from the UK, and is the same one that's available in Mexico, All of Europe, Australia (as the Courier) Indonesia, Malaysia, Philipines, Taiwan, Thailand and all of Africa and the Middle East as well as South America. Depending on where you are it's called eitiher the Courier or the Ranger, but look at the photos and specs and they are all the same truck.
This truck, the same one sold in the US for over a decade!!
The major differences are the optional crew cab and available 2.5L Diesel. Otherwise, the same chassis with torsion bar front suspension is offered globally.
I posted months ago, that this "new" grille for the 06 Ranger was in fact one from the overseas parts bin. That's all the difference, minor sheetmetal and lighting differences.
Now with SUVs there is a huge difference, the Explorer is available almost everywhere in the world as well.
But the Endeavor or Everest, again depending on where it's sold, is for markets where the Explorer's IRS and soft road suspension is not suited to the roads or lack of. This is popular in Asia and the Middle East. This is based on the Ranger/Courier.

So maybe Jeff's friend is correct that for the Ranger to continue being a global vehicle the above concept, which is actually a photoshop image, based on the Explorer, would not be likely.

But unless someone can produce a picture of the "other" Ranger, I would consider this MYTH BUSTED!!

Again, this is not directed to Jeff, this is something I've heard time and again from all over the Internet and from knowledgable guys. This is just one of those urban legends that gets reapeated so often that people assume it's true. I've checked every global Ford and Mazda site I can and not found any indication that Mazda even builds a unique truck anywhere either.

What would I buy if I needed to replace my Ranger today?

So the wheels in my head started spinning and the thought that came to me was this- What would I buy if I was looking to replace my Ranger today? Would it be a new Ranger, or could something else take it's place. I'd like to say that I bleed blue, but the facts are that I've owned other makes before including 2 Chevy trucks. Out of 17 vehicles I've owned over the years 9 were Ford, but in the end it would be what truck met my needs and did so at a reasonable price. So here goes, the criteria for my search ; A compact or "mid size" pickup, it must have 4 wheel drive preferablly with an available "off road" package, it should be an extended cab and a crew cab would be most desirable. Power and Economy will play a role in the decision as will cost to buy. I think I've assembled all the players here, let me know if I've missed any.

My current ride is a 1999 Ford Ranger XLT with the OffRoad package and trailer package, with the 4.0L V6 and manual transmission. It's got a nice cloth interior and air conditioning and a stereo. I don't need power windows unless I get a crew cab, but a slidding rear window is necessary, power or not.
Subaru's latest attempt at a truck is the Baja is more akin to a crossover SUV than a truck. Based on the Legacy Outback Sedan/Wagon with the horizontally opposed 6 making 165 hp and a small "bed" it's the token truck from Subaru. Not as cute or even useful as their previous effort the Brat and all that cladding just looks stupid. No real payload/ towing capacity or ground clearance to speak of, I don't see much utility in this at all. EPA ratings are 23/28 price $23,120
Honda's first attempt at a truck the Ridgeline is based on their Pilot/MDX unibody chasis and has the same 245 hp V6. Fuel Economy of 16 city 21 highway are not impressive numbers, but average for this segment. Honda gave the truck market only a half hearted effort and I don't care how many little cubby holes or underbed storage bins it may have, it's not a truck to me.
EPA rating of 16/21 price of $28,250
OK, here's the first serious contender, Nissan's latest Frontier with the most powerful V6 in it's class at 265 hp. EPA rating of 17/21 price of $23,305
The Toyota Tacoma is the truck that made it possible for the Japanese to expand into the full size market. A reputation for being tough and dependable, this is the truck that nipped at the heals of the big three, until it became a force to be reconned with in "compact" trucks. The latest redesign brought the Tacoma into the growing "mid size" club. EPA rating of 17/21 price of $24,145

The truck that created the "mid size" segment and now blurs the line between the mid and full size trucks is the Dodge Dakota. Unless they're parked side by side, it's tough to tell it from the Full size Ram. And it was the first mid size to come with an optional V8. EPA rating wiht 3.7 V6 is 16/20 price of $26,850 Mitsubishi after being absent from the truck market for several years has opted to sell a rebadged Dodge Dakota. Funny how the world has turned, years ago Dodge sold rebadged Mitsubishi Mighty Max trucks as Dodge D-50's. EPA ratings same as above, prices not available, no manual trans with V6 4x4
Even General Motors wasn't going to give up on Compact/Midsize trucks. Retiring the S10/15 after over 20 years they came up with the new GM twins, the GMC Canyon and Chevy Colorado (as well as an Isuzu clone) A variation of the Trailblazer's chassis and choice of 4 or 5 cylinder inline engines making 175 and 220 hp each, GM put some money into this and came up with a competative vehicle. EPA rating of 16/22 price of $23,855
EPA ratings same as above price of $23,800
Isuzu whick like Mitsubishi used to supply their American partner with compat trucks (remember the Pup/Luv ?) now sells rebadged versions of the Canyon/Colorado only with fewer choices. The I280 and I350 have the same I4/I5 engines also. EPA ratings same as above and pirce of $24,860, no manual trans available with I5 and 4x4.
The "Once and Future King" of the compact truck segement, the Ford Ranger was the #1 selling compact truck for about 16 years. The latest version is basically a cosmetic upgrade of the same truck Ford has been selling for many years. Now one of the smaller trucks in it's class and on the low side of the power scale. What may surprise you is that the 4cyl 2wd Ranger is the EPA's best rated truck for fuel economy. But with the 4.0 V6 and 4wd, the economy is poor at 16 city and 19 highway. Pricing was $23,100 after the $1500 cash back. Yet another Japanese manufacturer that sells rebadged versions of their American partner's pickup is Mazda. Mazda used to build the Ford Courier, a rebadged Sundowner pickup. EPA rating are same as Ranger, price was $22,515, not as much content, packages restricted.

And getting mention but little consideration is the Ford Explorer Sport Trac, based on the previous generation Explorer SUV, it's deep 4 ft bed seems of little utility to me. This one, who cares, it's not offered for 2006.


Problems with Blogger caused me to loose this post 4 times and have to retype. I will be away until Monday.

I almost forgot, the winner is the Nissan Frontier, with it's class leading power and pricing that is right where it should be. Who could pass up 265 hp and a 6 spd manual trans?