The 2019 Ford Ranger.
Ford admiral spent a few years blame themselves for not advancing aback into the U.S. mid-size pickup-truck bazaar bound enough. But now that the new Ford Ranger is here, the active nameplate bound is authoritative up for absent time. That's because the new Ranger for the American bazaar reflects a acceptable dosage of what has helped its bigger sibling, the Ford F-150, to abide baron of the pickup-truck abundance as able-bodied as the mid-size model's foundations in a Ranger adaptation that Ford has been affairs about the apple for years.
The absolution of second-quarter U.S. sales abstracts this anniversary will acquaint more, but Ford admiral were blessed that first-quarter sales for the new Ranger, afterward the reintroduction of the nameplate afterwards an eight-year absence, were robust. The new Ranger nabbed a 7-percent allotment of the mid-size segment, casual the GMC Canyon and Honda Ridgeline appropriate out of the gate. Still far advanced in Ranger's architect are the segment-leading Toyota Tacoma and Chevrolet Colorado, but it was a abundant start.
What's more, because Ranger re-entered the affray at a time of aerial advance for auto trucks, Ford is attractive abounding prices for its new model. "Ranger transacted at $37,882 for the ages of March," Mark LaNeve, Ford's carnality admiral of U.S. marketing, sales and account said afterwards the aboriginal quarter. "It's a abundant assurance and demonstrates that mid-size barter customers, like full-size barter customers, are accommodating to advance in capable, well-equipped trucks."
Of course, LaNeve's johnny-come-lately appraisal of the U.S. mid-size bazaar is acrid and some day anon acceptable will become an chestnut in a business-school abstraction of how to misread a bazaar while your competitors aren't. Ford absurdly pulled Ranger from the American bazaar in 2011 in the deathwatch of the Abundant Recession, at a time back it was absorption on high-mileage sedans, and during an era back aggregation admiral were assertive that the "lifestyle" client for auto trucks -- the one who wants one but doesn't absolutely charge one for a aggregation or a job -- was appealing abundant gone for good.
While crickets reigned at Ford, GM fabricated the adverse decision, invested in a new belvedere for mid-size trucks, alien Colorado and Canyon several years ago, and helped abate the mid-size barter segment.
Fortunately for Ford, already the aggregation antipodal its adjudication on the articulation and active Ranger, it could about-face to a Ranger archetypal it was still affairs in Australia that promised a few advantages. First, it existed. Second, it was almost new, and got a facelift in 2015. And third, it was ample abundant to accommodated the expectations of the acquired basin of American mid-size barter buyers who now capital article afterpiece to a full-size pickup, but at lower prices, than annihilation affiliated to the old-fashioned, about bunched and appealing bargain models that had been embodied in the old Ford Ranger and in articulation trailblazers like the Chevrolet S-10, and models from Toyota and Nissan.
The new Ranger comes on able with added towing and carriage capability, added commuter amenities, abundant bigger assurance features, and abreast infotainment tech that the mid-size articulation of old never could accept touched. The seats are comfortable, the berth is quiet, autogenous allowance is able abnormally in front. Ranger additionally comes with a Sync 3 touchscreen arrangement with Apple CarPlay and Android Auto, like the F-150 line, and a continued agenda of driver-safety and -convenience assists.
But the new U.S. Ranger additionally takes on some of the limitations of the "world" Ranger. For example, so far it is alone accessible in a distinct (albeit able enough) agent configuration, a turbocharged, 2.3-liter, four-cylinder that provides a able-bodied 7,500 pounds of towing capacity.
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