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Why the USA should have the 2015 Ranger

Tuesday, April 21st 2015. | 2015 Ford F-150, Ford Ranger, Reviews

A couple of weeks ago we defended Ford’s reasoning for the disappearance of the Ford Ranger for the American market, let’s play devil’s advocate and look into just why Ford should bring it back.

Once a mainstay of Ford’s lineup dating from the 1980s, the Ford Ranger was an early casualty of a realignment in truck models that saw the classic F-150 go upscale, and an even more iconic vehicle – the Econoline series van – disappear entirely. Now that we’re several years removed from the Ranger’s demise in the American market, is the time right for its return?

2015 Ford F-150 XL Work Truck

2015 Ford F-150 XL Work Truck

Even in the face of rising fuel prices over the last decade, the push in the truck market has been for the half-ton and up, with ever-expanding crew cabs and storage space. The market for a midsize pickup has been pushed to the fringes, but Chevy’s gamble on the Colorado and Nissan’s continued success with the Frontier has raised questions about whether or not a new American Ranger would continue where the old one left off.

2015 Ford Ranger Rear

2015 Ford Ranger Rear

The assumption that sales staff would naturally be successful in up-selling customers to full-size trucks over midsize ones hasn’t played out in reality; and the steep climb in prices for ever-more-premium accessory packages has cleared a space in the lower end of most manufacturer’s model lines for a basic, no-frills truck. Dodge is trying this formula, albeit with a half-ton, with its Tradesman lineup – a staunchly utilitarian offshoot of its popular Ram 1500. Could Ford have similar success with a Ranger, possibly with a smaller V6 diesel and manual transmission? The time seems ripe.

What do you think? Tell us in the comments, does the 2015 F-150 XL serve customers that would otherwise have opted for a Ranger? Or should Ford bring back the Ranger?

Cat : 2015 Ford F-150, Ford Ranger, Reviews, tags: , , ,


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