
2012 Ford Ranger (non-U.S.)
Details are out regarding the all-new 2012 Ford Ranger, and the design looks poised to step right in below the F-150 in Ford's lineup. But, sadly to longtime Ranger enthusiasts (and there certainly are some), it's not coming to the U.S.
Here's why, in short: The new Ranger that was just introduced at the Australian International Auto Show in Sydney is a good deal larger than current versions—so much larger that it might overlap, to shoppers, with smaller F-150 models.
Almost-F-150-sized Ranger wouldn't fit so well
"We're moving it to a position of real capability," explained Schirmer, saying that Ford wanted to provide "performance leadership with this model," which also unfortunately meant bringing it to a size that would come too close to overlapping with the F-150 model lineup in North America. Although the new Ranger is about six inches narrower than the F-150, it's within just two or three inches in length.
Where it will be sold, in markets ranging from the Asia-Pacific region to South America and South Africa, the new 2012 Ranger is powered by a 2.2-liter four-cylinder turbo-diesel engine, or a 3.2-liter in-line five-cylinder turbo-diesel, making 200 hp. The larger engine makes 347 pound-feet of torque—as much as some V-8s. Those engines come mated to six-speed manual or automatic transmissions; a version of the 2.5-liter four-cylinder engine and five-speed manual transmission are also offered.
While the exterior of this truck bears a strong likeness to the 2011 F-150, the interior carries some design cues that are part of Ford's new global look (with a central controller and high-mounted screen), as well as some detailing borrowed from the F-150 as well as Bosch and DeWalt power tools and G-Shock watches, according to the automaker. The new truck comes with the all the updated connectivity features including an iPod connector and Bluetooth, as well as steering-wheel controls.
Shrinking demand for compacts
Overall, the compact truck segment is less than a quarter the size it was just a decade ago—from one million per year down to about 230,000.
Ford's Schirmer attributes this to several things; one of them is that the Ranger's longtime luster in company fleets has started to fade. A lot of Ranger buyers were fleet purchasers, choosing that model only because of price, Schirmer said. "It was often times only a purchase because it was an inexpensive Ford product, not as a pickup." Which, at the same time, always limited what could be done to keep the model updated.
Then on the personal-use side, many Rangers were bought by commuters, who didn't really need a truck. There, too, it was because buyers simply wanted a low-price, fuel-efficient Ford. "It just happened to be a pickup truck," Schirmer quipped. "If you need a pickup to work, you're buying an F-Series."
And those pricing boundaries might have been getting somewhat muddled as of late. According to the Detroit News, it might only cost $20 a month more to get into an F-150.
Larger F-150 family makes sense for Ford
"Ford wanted more people to be in the F-150 family," said Jesse Toprak, vice president for industry trends at TrueCar. "There are going to be net losses" in terms of sales, added Toprak, but he thinks that the decision will save them money on both the production side—with economies of scale—and with marketing, giving them a clear product message.
As Ford strives to produce even more F-150 models to fit customer needs—including better fuel efficiency—the Ranger "becomes less relevant in North America," according to Schirmer.
However, the F-150 isn't yet as affordable or as fuel-efficient as the Ranger. It's close in some trims, but the base Ranger's 22 mpg city, 27 highway EPA rating is still well ahead of even the base 2011 Ford F-150 V-6, which has been rated at 16/23.
Ford is anticipating that many business buyers will move into a Transit Connect, or into a base F-150 V-6, while other buyers might either move up to an F-150 or into a more fuel-efficient Focus or Fiesta. "We're not as heavy on the truck side as we once were," said Schirmer.
[Detroit News; PickupTrucks.com; Ford]
Have an opinion?
Turbofroggy Posted: 10/15/2010 8:02pm PDT
Now there is talk of importing the India made Mahindra diesel powered truck. This Ranger makes that look like the steaming pile of Asian elephant it really is. Come on Ford, offer a diesel powered Ranger (again) here in the US. Have you looked at home many TDIs VW is selling? Hello?!?
What an insulting slap in the face to loyal American truck buyers that made Ford what it is today.
Bad, Ford...
Very Very BAD !
David Posted: 10/15/2010 8:46pm PDT
Bob Posted: 10/16/2010 6:45pm PDT
austintyson Posted: 10/17/2010 1:26am PDT
Jim Posted: 10/17/2010 9:59am PDT
Jerry Gilliland Posted: 10/17/2010 10:03am PDT
Reece Posted: 10/17/2010 7:02pm PDT
Really what Ford US is saying we only know how to sell big dumb trucks and that is what we are sticking to and we will force clients to buy those trucks even though they could go to someone else who produces the truck they want.
Right. This is the thinking that led GM and Chrysler into bankruptcy.
Good one Ford.
reece Posted: 10/17/2010 7:05pm PDT
Ed Posted: 10/18/2010 12:16pm PDT
Now shopping Toyota Posted: 10/18/2010 1:03pm PDT
DLB Posted: 10/19/2010 1:40pm PDT
At least there will be many used ones to choose from for years to come since they run seemingly forever.
JR Posted: 10/22/2010 4:43pm PDT
James Posted: 10/25/2010 10:59am PDT
bill Posted: 11/7/2010 5:21pm PST
ryan Posted: 11/8/2010 6:12pm PST
Lenn Posted: 11/9/2010 4:01pm PST
Mike Posted: 11/13/2010 6:50am PST
Bootch Posted: 11/13/2010 3:41pm PST
I'm not a fan of these so called U.S. companies much anymore. If you want efficient cars and trucks, you have to go to Europe, Japan, China, Korea, or just about anywhere other than the U.S. manufacturers. GM and Ford both make good efficient vehicles for overseas markets, but are too affraid to take a chance to offer anything but the bigger fuel thirsty models that all Americans really want. Well, you better want it, because we don't really get a choice, do we?
Who would want to slow the import of our most expensive single commodity, oil. We drain the oil, and the oil producers drain our nation's money in incredible quantities. They continue to get incredibly wealthy and we wonder why the Dollar is nearly wortless. Let's not upset that deal Ford and GM. They are real Patriot companies, to Mobil-Exxon, Shell, Texaco and all their other buddies.
Stanley Posted: 11/13/2010 5:24pm PST
These last 3 paragraphs in this article show that Fords get it's HEAD UP its' *ss. A Ranger with a 2.2 Diesel that can get 40 MPG. All they want to do is promote US oil addiction to the oil companies by selling the bigger full size F150/250/350's.
USA Jobs Posted: 11/15/2010 10:08am PST
Not for USA - this is the type of short-sighted Mgmt "thinking" that gave the import mfgs the USA mkt share they now enjoy - mkt share used to be nearly 100% USA companies.
So sales are down on the antiquated Ranger? It's surprising it's as strong as it is, given the product is 18 years old! The competition has far better, & much newer offerings in the segment.
F150 is NOT a Ranger replacement.
GCV Posted: 11/17/2010 1:47am PST
dave.smith Posted: 11/18/2010 9:00pm PST
Tom Gray Posted: 11/19/2010 5:35pm PST
Bill Posted: 11/24/2010 6:56pm PST
Where is the old Courier. I want a real SMALL truck. The Nissna, Toyotaa are all to big. This new Ranger is only 4 inches less than the F150...to big. We want a 4 dr. Courier size with nice interior and 5 sp auto. Perhaps the small EcoBoost for good mileage.
T Ford Posted: 12/18/2010 6:51am PST
Xpert1 Posted: 12/21/2010 10:50am PST
scott frank Posted: 12/23/2010 2:19pm PST
Jeff DeWitt Posted: 12/24/2010 12:01am PST
Lincoln Posted: 12/26/2010 1:27am PST
Scott Posted: 12/26/2010 6:55pm PST
Ret Posted: 12/28/2010 9:10am PST
If Ford would put the new 3.7l F150 engine into the Ranger and the 2.5l 4 cylinder instead of the 2.3l they would have a sale from me. Fix up a few of the other Ranger short comings while keeping what now works perfectly and there will be a market.
$5 a gallon gas is coming. The big three are addicted to "Bronto-trucks." They were addicted to 4-4500 lb. cars not so long ago. That didn't end well did it? Now, they can't seem to connect the dots on the truck side of their business given the same possible scenario. The big 3 have no "Plan B" product for $5 gal. fuel.
I see hard working Rangers that have survived 12-20 years of Canadian road salt and pot-holed roads. They are often overloaded and abused. I need another hard working, reasonably priced Ranger to replace my '98, not a tarted up $40000 F150 with shag carpeting and a stupid tonneau cover over the box.
"Earth to Ford Motor Company." Ranger owners really use their trucks and need an up to date replacement.
Richard Posted: 12/30/2010 8:06am PST
If I ran the Ford truck division, I would have a F-100 in the size of the old but comfortable Ford Courier. A full size F-150 about the size of this new Ranger but shorter, and the F-250 and up as the large size pickups. Watch Hyundai and KIA fill this gap in small trucks in the next few years and Ford truck sales drop like a rock. Ford needs to get smart and hire somebody that can see the future. Not offering a full framed small truck with a diesel is just plain stupid.
Allan Posted: 12/30/2010 8:39pm PST
todd Posted: 1/8/2011 4:01am PST
todd Posted: 1/8/2011 4:06am PST
bob Posted: 1/9/2011 5:20pm PST
@Reece "This is the thinking that led GM and Chrysler into bankruptcy."
Exactly!
Jon Posted: 1/15/2011 8:17pm PST
nick Posted: 1/20/2011 6:39am PST
Chuck Posted: 1/26/2011 5:50pm PST
jay mike Posted: 1/30/2011 8:14am PST
Woody Posted: 1/31/2011 4:29pm PST
bob Posted: 2/12/2011 5:12pm PST
frank Posted: 2/13/2011 9:52am PST
Les Posted: 3/2/2011 11:22am PST
Erik Posted: 3/7/2011 4:11pm PST
Clint Duskin Posted: 3/19/2011 12:33pm PDT
Clint Duskin Posted: 3/19/2011 12:39pm PDT
George & Wilma Turay Posted: 3/22/2011 3:24pm PDT
Tim Posted: 3/23/2011 11:39am PDT
Craig Posted: 3/26/2011 12:17pm PDT
Stephen Posted: 3/27/2011 7:24pm PDT
Ben Posted: 4/8/2011 7:29pm PDT
JOHN SCHINDLER Posted: 4/12/2011 3:36pm PDT
Long live the RANGER!.
Ranger King Posted: 4/12/2011 3:45pm PDT
Long live the RANGER!.
Erick Posted: 4/13/2011 6:32pm PDT
Stupid decision Ford. A smaller truck with a little diesel engine would rock, especially with fuel prices on the rise again.
Lawson Posted: 4/14/2011 1:32pm PDT
Bill Posted: 5/7/2011 11:36am PDT
Tim Posted: 5/7/2011 11:06pm PDT
Richard Spas Posted: 5/11/2011 9:05pm PDT
Don Rieger Posted: 5/12/2011 8:51am PDT
William Thompson Posted: 5/30/2011 11:25am PDT
Mike Posted: 6/4/2011 10:10am PDT
You have lost another Ranger owner. I was going to buy a new 2012 (I have a 1005 Ranger now), Have been very happy with it, time to move on. Bob
I have bought my Last! The F-150 is a Tank WAY TO BIG.
NO small truck "Ranger" and NO F-100 Nothing to buy.
I have though that Ford had there head stuck somewhere the sun does't shine now I know IT.
I can tell you right now that if they stick with this plan they will lose the last of the younger American truck buyers who start with a Ranger and move up to f150 as they get he money and age, then back to a Ranger at old age. Bring me a diesel Ranger 4x4 and I'll buy it
Small diesels in trucks sized like they were in the 1960s & 1970s is what is missing from everyone's line up. Wake up guys. If Ranger buyers really wanted a big F150, they would already have one. You are asleep at the wheel. Some one is going to sneak in and take your Ranger buyers and ose that have waited for a tubo diesel 4cyl 4x4. Dust off the resume Mr Schirmer. You are going to need an update.
Come on Ford listen to your customers they want to spend money, I think that means profit!!!
Get the facts Ford!
Or, for that matter, the Toyota Taco diesel made in Thailand.
Doesn't matter. Neither one has the courage to enter 21st Century American market.
FORD .... WTF ??!!
Seriously they aren't going to sell this amazing truck to those of us in the States ?
I am so pi$$ed, I don't WANT an F-Series truck.
Three Rangers over the last 15 yrs and looking to buy my next one and now this ?
Is Ford suicidally stupid ?
Just lost a customer, likely to Toyota...
@$$holes.
i love the US but man can there be any more of bs excuse than that, i mean really our emissions are to strict here
what the %^&( look at all the big diesels here now every school bus city truck,semis,locomotives ect.ect. just to screw us !!!!
Look, the first company to offer an up to date compact pickup will clean up. The fact Tacoma still sells as well as it does with 10 year old technology proves this. Embarrassing to the defenders of Toyota but proof.
I love how all the US Companies have abandon the home market. Hey...Thanks for building such a cool vehicle...thanking use for our loyality....and giving it to everyone else. IF YOU ALL GO AND LOOK AT THE MAZDA B50 YOU WILL SEE THE RANGER....It's pay back from them.....Tease....and sorry you can't have one. I think I will NEVER BUY ANOTHER FREAKIN' FORD...SELL THE STOCK.
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