What if an automobile manufacturer could develop a new product, bring it to market, never substantially update the product, and continue to sell that product at a similar pace year after year? That would be impressive. But Ford could not manage to execute that four-pronged action with the Ranger.
Yes, Ford originally developed a Ranger, brought the Ranger to the North American market, and didn’t bother to truly update the Ranger. The consistent sales pace aspect? Nope, didn’t happen.
U.S. Ranger sales declined in 11 consecutive years at the end of its tenure, from 2000 to 2010. The 28-percent year-over-year increase to 70,832 units in 2011 occurred as Ford cleared out the final Rangers at ridiculously low prices and buyers of small trucks who wanted a genuinely small truck picked up the Rangers that remained. (Read More…)