Even though Ford Ranger is dearly missed, Ford is claiming that Ranger customers are content with upgrading to an F-150 with one of Ford’s V6 powerplants – and they’re hardly alone in opting for the smaller powerplant.
Automotive News reports that the V6 powered F-150 has achieved a majority
F-150s equipped with V-6 engines, rather than V-8s, accounted for 53 percent of the 2012 sales total, a rate that exceeded Ford’s expectations.
The revival of the Ford Ranger has gotten plenty of attention this week, after an article by TTAC alum Justin Berkowitz shed light on the possibility of a compact, unibody pickup slotting below the F-Series. Whether or not this truck even comes to the USA is another matter.
What’s most compelling is the shift to a V6 engine in a segment where anything less than a V8 was seen as an emasculating choice. Even Ford was apparently caught out by the strong demand for the V6 engines. One source tells us that Ford initially expected a take rate of 15 percent for the Ecoboost, and hustled to meet demand when the real take rate ended up at around 40 percent or more.
Even though GM has downplayed the V6 option on their upcoming Silverado and Sierra trucks, Ram has been relentless in touting the new Pentastar V6 on the new Ram 1500. It will be interesting to get the data on Pentastar take rates once the redesigned Ram has had a full year of sales. The Ecoboost has the “urination contest” advantage of having two turbochargers and a lot more torque than competitive V6 and V8 engines, which may take some of the sting out of not having the two extra cylinders. Lest we forget that the emotional factor is frequently in play when choosing any car, and full-size trucks are no exception. The base 3.7L may be the prudent choice if fuel efficiency and saving money are the priorities – but as its minimal take rate demonstrates, the macho factor is still what’s important.