Posts Tagged ‘Ford offering midsize pickup’

Ranger Reborn: Ford Back in the Midsize Pickup Game

Ford aims to share in the segment’s unexpected revival.

by on Jan.14, 2018

After a six-year hiatus, Ford brought back the Ranger, this time as a midsize pickup.

Its been six years since Ford shuttered its ancient Twin Cities plant in Minnesota, walking away from what seemed to be, back then, a dying market segment.

But the Detroit automaker failed to reckon on what might happen when new product would be injected into the midsize category, General Motors scoring a hit with the likes of its Chevrolet Colorado and GMC Canyon, and Honda hitting the ball out of the park by bringing back its own Ridgeline model.

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Ironically, Ford actually launched a new Ranger – but it was intended for just about every market except for North America, the company’s planners convinced they could get potential midsize buyers to make the walk up-market to the bigger F-150. But as it watched its competition rapidly rebuild the old midsize pickup segment – sales growing a hefty 83% since 2014 – Ford realized it needed to get back in the game. (more…)