Officially Official.....US/CA Ranger dead after 2011 model year - Ranger-Forums - The Ultimate Ford Ranger Resource


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Old 09-20-2010
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Officially Official.....US/CA Ranger dead after 2011 model year

U.S.-spec Ford Ranger to officially end production in 2011, Ford explains why — Autoblog

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If you live in the States, say goodbye to the Ford Ranger. The oft-neglected baby pickup from the Blue Oval is set to end production at its Twin Cities Assembly Plant in Minnesota next year, thereby kicking Dearborn out of the segment for the first time in nearly 30 years. The rest of the world won't be without a Ranger, though. Ford is set to pull the sheets back on the newest version of the global truck at the Australian International Motor Show next month, though released this intriguing teaser image in the meantime. It's bigger, slated for 180 markets spread all over the planet and it ain't for us. The question is: Why not?

In order to head that quandary off at the pass, Ford wanted to us in on its reasoning behind killing off the Ranger in the U.S. market. Derrick Kuzak, Ford's Vice President of Global Product Development, was kind enough to give us a few minutes out of his time to answer that question and more. Get the answers after the jump.


The official answer as to why the Ranger will no longer be available in America is that the new global platform is simply too close in size to the F-150. Kuzak says that the new global Ranger is 90 percent of the size of the current F-150 and that American buyers would just as soon spend a little more money for a larger, more capable vehicle. But if the two trucks are so close in size, why didn't the company take the F-150 global and do away with the Ranger all together?

"That ten-percent size difference does make a difference," Kuzak said. "Right-hand drive is required in the rest of the world and other regulations, both safety and emissions, impacted that decision."

But there are other forces at work, too. Kuzak notes that the compact pickup market in America has been declining for the past 15 years, dropping from eight percent of the industry in 1994 to around two percent today. Even so, Ford says that on average, it still sells around 75,000 Rangers a year. And that's on a platform that hasn't received a significant powertrain or styling update since 1993. The North American Ranger is about as zombified as a vehicle can get, and yet a good number of buyers remain happy to hop into a new one and take it home in favor of its brawnier big brother.

That said, Ford has conducted research that shows that the majority of Ranger buyers don't purchase the vehicle because it's a pickup. Instead, they come into the showroom looking for the least expensive, most economical Ford available.

"They were looking for affordable transportation. Within our Ford lineup today and increasingly going forward, we're providing them more alternative affordable transportation than we've ever done."

Until just recently, the doomed Ranger filled that role, but now that the Fiesta has arrived, the company expects to see even more buyers flee from the compact truck. Meanwhile, those that have their heart set on an actual work vehicle can turn to offerings like the company's Transit Connect van.

The final nail in the Ranger's coffin comes courtesy of the 2011 F-150, which will boast new, more efficient drivetrain options. Buyers will be able to outfit their massive pickups with a 3.7-liter, naturally aspirated V6 or a twin-turbo 3.5-liter V6, both of which will be bolted to a six-speed automatic. Ford hasn't released specifics on fuel economy just yet, but we're expecting the numbers to come close to embarrassing the 24.5 mpg combined of the 2010 Ranger while having far greater capabilities. And of course, the Blue Oval stands to make healthier margins on the F-Series than it would if it had to design a new model from the ground-up and sell it in smaller numbers.

All that said, as we've heard from many of our readers, even if the new V6 F-150 models net excellent fuel economy figures, some truck buyers say they simply won't be interested because full-size trucks are harder to maneuver and park. A few have even said they still feel wastefully profligate and unwieldy. And with ever-pressing CAFE standards and many U.S. consumers in need of a light-duty pickup to run trash to the dump or to snag a few sticks of lumber from the home improvement store, it feels like Ford could be leaving the compact truck segment at exactly the wrong time.

Sadly, we'll never know how well the Ranger would have fared if Ford continued its development, and while thoughts of a stripped-out truck with an Ecoboost four-cylinder, six-speed manual transmission and not much else has us giggling like hatters, the Blue Oval clearly doesn't think it can find enough profit in small pickups.
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Old 09-20-2010
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i knew it....goodbye Ranger.
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Old 09-20-2010
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All in all, not surprised at all considering the new engine options for the F150, the very small premium for the F150, and all the recent rumblings for the last 6 months about making a very efficient F150 to nix the little Ranger.

IMO, stupid move Ford. Had you kept up on your sales leading compact segment, you'd be able to compete. But you quit on the ranger as soon as the full size boom started. Let it get old in the tooth and stale and only updated it when you had to. Had you kept it on top and not further cheapened the quality of the product, gave us a fresh SMALL bump in size, not dinosaur suspension and engine/trans tech, you could still have a profitable model. I know the F-series line of trucks is your best selling product, I know the United States is the land of huge trucks. But not everyone needs the gigantic F150 and it's 10,000lb towing cap. Simply put, not everyone needs or even wants a full size truck. Parking lots are getting smaller and smaller and hell, parking my ranger sometimes is a complete joke. Stupid move Ford....you nixed what you had and no one else did: an actual compact truck and not a 90% full size truck.
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Old 09-20-2010
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Yah well they decided not to upgrade it. It's kind of sad because they act as if the F150 has some awesome MPG but they're barely even trying with the rangers. Through i that supercharged 4banger, i'd like to see the numbers.

None the less, I like a small pickup, personally. I have my dads fullsize to use if i need to.
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Old 09-20-2010
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Quote:
Originally Posted by Fx4wannabe01 View Post
All in all, not surprised at all considering the new engine options for the F150, the very small premium for the F150, and all the recent rumblings for the last 6 months about making a very efficient F150 to nix the little Ranger.

IMO, stupid move Ford. Had you kept up on your sales leading compact segment, you'd be able to compete. But you quit on the ranger as soon as the full size boom started. Let it get old in the tooth and stale and only updated it when you had to. Had you kept it on top and not further cheapened the quality of the product, gave us a fresh SMALL bump in size, not dinosaur suspension and engine/trans tech, you could still have a profitable model. I know the F-series line of trucks is your best selling product, I know the United States is the land of huge trucks. But not everyone needs the gigantic F150 and it's 10,000lb towing cap. Simply put, not everyone needs or even wants a full size truck. Parking lots are getting smaller and smaller and hell, parking my ranger sometimes is a complete joke. Stupid move Ford....you nixed what you had and no one else did: an actual compact truck and not a 90% full size truck.
i agree 100%, it was sad to see them just give up on it.
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Old 09-20-2010
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So no new mid-size truck for us either, well that blows!!!
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Old 09-20-2010
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Didn’t we hear this for 2009 model year also ?
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Old 09-20-2010
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"They were looking for affordable transportation. Within our Ford lineup today and increasingly going forward, we're providing them more alternative affordable transportation than we've ever done."

Until just recently, the doomed Ranger filled that role, but now that the Fiesta has arrived, the company expects to see even more buyers flee from the compact truck. Meanwhile, those that have their heart set on an actual work vehicle can turn to offerings like the company's Transit Connect van.

So, WTF? They think that the average buyer who buys a small pickup is actually looking for something like a fiesta, or mini suv? Its a ****ing -truck- for god sakes, why in gods name would someone bypass all the small cars and go for a truck? Probably because they are the most useful vehicles out today! Cheap, affordable, and you can actually do work with them! Imagine what your construction employer woudl say if you drove up in a brand new ****ing Fiesta on a job site ready for a long day of towing and work.. yeah, they woudl laugh at you. Not everyone wants to cough up 20k for a damn full size truck, the Range rhas had its niche for the longest time, and now everyone and there mom will be buying Taco's because its the smallest truck available.


Great job Ford, your ****ing up!


How about you put a new Ecoboost V6, 6 speed transmission, and an updated suspension into the ranger? Yeah, you would have a hell of alot more buyers in the small pickup industry, while pumping out over 32 MPG's - which is -way- more then any big truck can get, and your paying for a fraction of the cost of a big truck..


Ugh, this is stupid depressing.. sometime in my life I was wanting a nice brand new FX4 Ranger, doubt I'll ever do that - and I sure as heck dont need a fullsize truck now - where does that leave me? Buying a Taco? Ugh, yeah right.
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Old 09-20-2010
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Exactly what we heard in 09, then a rear disc ranger came out.
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Old 09-20-2010
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I think if the price of gas goes up again we may see it here in North america.

but with the price of fuel as it stands, people are going back to fullsize trucks and cars.

it looks like we've learned nothing from this energy crisis again.

I'm more interested to see if the price of the used ones will go up or down now.
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Old 09-20-2010
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I've always bought Rangers because they are the perfect size for me-I'd love a 150, but i need a full-size truck like i need a hole in the head. I've had 5 Rangers over the last 20 years-all fresh off of the dealers lot-actually fresh off of the transport truck since I ordered all of them. For Ford to pull out of this segment is a complete bonehead move--but in my honest opinion, they pretty much gave up on the Ranger in about '05. The last REAL upgrade they made was to drop in the 4.0 Cammer motor in '01. I usually trade every 3 years or so, but I've held onto my '04 because there's nothing else out there in the compact truck market that appeals to me.
MikeR
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Old 09-20-2010
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Quote:
Originally Posted by Red_Ak_Ranger View Post
Yah well they decided not to upgrade it. It's kind of sad because they act as if the F150 has some awesome MPG but they're barely even trying with the rangers. Through i that supercharged 4banger, i'd like to see the numbers.

None the less, I like a small pickup, personally. I have my dads fullsize to use if i need to.
you nailed it. Ranger is just the right size pickup for me. It can do the work I ask it to without too much complaining. running around town in a full size just doesn't appeal to me.
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Old 09-20-2010
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Glad I bought me another 1st gen.....

Now In a few years I can say I have a classic

I've always been a Ford man....but this is like being kicked in the nuts by your best friend
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Old 09-20-2010
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R.I.P. Ranger 1983-2011
29 years
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Old 09-20-2010
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The ranger is a capable truck that can tow, work, go offroad, get decent mpg, and look good at the same time. You can buy a 4x4 version, it is affordable, and it is not a fullsize truck. If I went to a dealership looking for that I don't think any amount of coercing would lead me to choose a more expensive, less capable transit connect. Aside from the fact that this minivan can barely tow itself around town, it is ugly as all hell. It is impractical to haul some things inside your vehicle and if it ever left its home atop the asphalt, I can not imagine that the front wheel drive would bring it to far on it's 25" wheels. Despite the increased price, the transit also lacks many things the ranger now has as far as comfort and driveability such as rear disk breaks. I won't even delve into the option of choosing a fiesta to perform on the same level as the ranger; that's completely ridiculous. There's also just something about owning and driving a truck, that is non existent with the transit or fiesta.

As far as enthusiasts and modding are concerned (which Ford should take into consideration) the transit and fiesta aren't appealing. How gay and incapable would a lifted minivan be? or a fiesta at the drag strip? Not to mention the only thing more unappealing than a 100hp fwd burnout is... ah, never mind. I couldn't think of anything less appealing.
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Old 09-20-2010
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4 door Tacoma looks better and better everyday.....
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Old 09-20-2010
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Yes that sucks. Ford is also ending production of the Crown Victoria police interceptor and Grand Marquis next year in 2011.(I work at the assembly plant) Not that you care or it matters. Its kind of along the lines of this thread.
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Old 09-20-2010
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Not surprised. Defiantly the wrong direction though. Fiesta? Seriously? Not in their dreams.

They wonder why sales have dropped off? Maybe because I can buy a 93 Rangers and outfit it to look like a 2010 overnight with just garage tools. What does Ford expect when they don't redesign a vehicle for almost 20 years.

Oh well, 2012 Chevy Colorado Z71 4x4 with 300hp 5.3L V8 here I come.
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Old 09-20-2010
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Quote:
Originally Posted by RangerAnger View Post
Yes that sucks. Ford is also ending production of the Crown Victoria police interceptor and Grand Marquis next year in 2011.(I work at the assembly plant) Not that you care or it matters. Its kind of along the lines of this thread.
That sucks too. The Crown Victoria is the last 'real' car in my opinion. Rear wheel drive, V8, comfortable, and good looks.
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Old 09-20-2010
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If money is the reason, I'll have to agree with the Ford guy. For example, the cost difference here in Mexico makes almost impossible for the common customer to be able to buy a full size truck, hence they sell keep selling the small sized, cheaper, yet very capable, Ranger... Tacomas are not common around here, nor the Colorado/Canyon...
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Old 09-20-2010
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Ford always finds a way to **** something up
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Old 09-20-2010
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we keep hearing the same thing but they keep making them, although it does sound more "serious" this time around. i love my ranger for the same reasons stated; the mpg is near the same to my integra but its 5star rated for a head on crash, its as small as a car(idc about parking fullsize or think they're a hassle to drive, but i do love small in traffic), and yet its still a truck so i can beat it down a dirt road, toss my bike in the back of it, and i can work on in it my driveway because it is built so simply. you cant really say ill have near 30 mpg, that will fit anywhere a honda does, that doesnt need the dealer to service, o yeah and make it a truck.
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Old 09-20-2010
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yea thats what i love about my ranger...i looked at 150s but i have no use for one and a ranger was perfect...my grandpa also has had 3 of them and he really likes them
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Old 09-20-2010
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I'm not surprised, especially given how antiquated the Ranger platform is.
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Old 09-20-2010
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[QUOTE=WowMike2001;1735115
How about you put a new Ecoboost V6, 6 speed transmission, and an updated suspension into the ranger? Yeah, you would have a hell of alot more buyers in the small pickup industry, while pumping out over 32 MPG's - which is -way- more then any big truck can get, and your paying for a fraction of the cost of a big truck..
[/QUOTE]

this only makes too much sense. why would ford actually want to improve its small pickup and make it dominate the market?

i would love to have a four door ranger with a v6 that has the same or more power but gets better fuel economy. and i wouldnt mind it if it rode a little nicer too.... but i guess thats asking way too much
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