Reasons Behind Departure Of Ford Ranger From Us

Reasons Behind Departure Of Ford Ranger From US

One of the best selling compact pick up trucks of all time, Ford Ranger shares many features with its step brother, Mazda B-Series. Though Mazda launched B-Series back in 1962 it wasnt adopted by Ford till 1983. Both trucks share their platform along with engine, on some occasions Ford used Mazdas engine and on others Mazda used Fords.

The collaboration helped push Ranger to 39th spot, in Most Sold Vehicles List; because of shared expenses and expertise between two partners. Both Mazda and Ford discontinued this pickup truck, Mazda ended its production back in 2006 and Ford did same in first half of 2012, for US market only; Ford will produce newer versions for other markets.

Ford found it difficult to support design changes and abide by safety regulations for a whole range of pickup trucks, so it decided to eliminate the weak link, unfortunately Rangers sale dwindled over time and launching a redesigned compact pickup didnt offer same monetary benefits as shifting focus to more lucrative full size pickup truck niche does. For this particular reason Ford moved towards larger F-150 which ironically is equally fuel efficient, when compared to Ranger, and has more space, power and desirability in North American market. This decision makes more sense when we look at the reason behind launch of Ford Ranger, which was to offer a compact, fuel efficient alternative to bigger gas guzzling pickups offering similar or comparable functionality.

During its hay day, Ford Ranger diesel engines garnered a lot of buzz for their economic yet powerful performance. That should be attributed to Perkins and Mitsubishi diesel engines used in first generation, Ford also used its own built Cologne and Vulcan V6 petrol; their modified and improved versions were used till the final generation. Diesel engines always remained more economical as bigger V6s simply beat the purpose of a compact pickup truck. Mazda understood this aspect more clearly than Ford, thats why instead of launching 3.0 litre diesel and turbo diesel engines they relied on 2.0 and 2.4 litre diesel engines.

As of 2011, Ford officially announced its departure from compact pickup truck category, in US market, and launched T6 for Latin American, Asian and European markets. It was launched in Australian International Motor Show and Ford representatives cited that reason for discontinuation is threat of brand cannibalization in US, with F-150, as F-150s petrol and diesel engines have grown more efficient whereas Ranger has grown to become a mid sized truck rather than a compact one.

by: Morgan Wilkinson

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