Ford May Be Considering New Entry Level Compact Truck
|   Wednesday, October 22, 2014
Faced with new competition to its aging Ranger compact pickup line, it looks like Ford may be reconsidering its position on this market. The Ranger is competing against against two renewed GM models, the Colorado and Sierra.

The mid-sized GM pickups apparently have Ford rethinking its sales strategy. For several years, the automaker has said the Ranger would not be replaced when it was phased out. However, Ford Marketing Manager Dave Scott told US Today recently that the automaker is considering a new entry-level pickup.


The problem is that Ford does not want to impact the sales of its new F-150 line. The automaker is putting many eggs in the F-150 basket as it hopes to blunt falling sales and the beating its stock has taken lately. With so much riding on the F-150, the automaker definitely does not want its own models to steal sales from the F-150.

To that end, Scott noted, it is thinking about introducing a very compact entry-level pickup that is smaller than the Colorado (Chevy) and Sierra (GMC), both mid-sized pickup offerings.

The USA Today interview, quoted by the CarConnection, noted that Scott said that Ford is "looking at it." The problem is that the current Ranger is nearly the size of the F-150 series and that if a new one were introduced it could cut into the very profitable F-150 market.

To that end, Ford wants to "sell a compact truck that's more like the size of the old Ranger, that gets six or eight more miles per gallon (than a full-size truck), is $5,000 or $6,000 less, and that we could build in the U.S. to avoid the tariff on imported trucks."

The current Ford Ranger, nearly as big as the F-150 although it is narrower and is not as capable as the larger pickup, sells primarily overseas.
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