The Ranger's No Cannibal, Ford Says

Steph Willems
by Steph Willems

Good news: the Ford F-150 will not be discontinued as a result of the runaway popularity of the 2019 Ford Ranger. Phew.

As the Blue Oval readies its midsize pickup for a winter launch, Joe Hinrichs, head of global operations, claimed Monday that the automaker doesn’t expect much cross shopping among would-be Ford pickup buyers. Frankly, this would have only been a concern if buyers focused on a truck’s tow rating and nothing else. Still, Hinrichs felt it needed to be said.

Ranger folks are not F-150 folks.

“There always will be some substitution, but this is more of a lifestyle vehicle for people who want to use it for different purposes,” Hinrichs said at the Ranger’s Detroit-area plant ahead of production kick-off. “The F-150’s gotten bigger over time and more expensive. We believe there’s room now to slot the Ranger in very nicely in the showroom.”

Ford raised considerable ire in the TTAC den with its lofty pricing compared to other midsize options. A base Ranger SuperCab XL starts at $25,395 with destination, rising to just shy of the $30k threshold with four-wheel drive added. Moving to an XLT 4×2 requires an outlay of $29,035. Of course, the sky’s the limit for deep-pocketed buyers.

What Ranger buyers can’t count on at launch is helpful incentives, something 2019 F-150 buyers already have access to. Minus available incentives, a 2019 F-150 XL regular cab starts at $29,68 after destination. The SuperCab XL retails for $33,735. Looking to build from that entry-level starting point? Tack on $4,645 for four-wheel motivation, $995 for Ford’s sweet 2.7-liter EcoBoost V6, or $1,995 for a 5.0-liter V8.

F-150 buyers gain a substantial increase in real estate for their extra cash, which is why the bigger pickup will continue serving a replacement for the traditional family sedan. The lifestyle buyers Hinrichs envisions won’t see much of a decrease in towing capacity, as the Ranger’s turbo 2.3-liter four-cylinder provides enough oomph (270 hp, 310 lb-ft) to tug 7,500 pounds, just 200 lbs shy of the max rating of a base F-150 XL with 3.3-liter V6. That’s more likely to swing buyers from the Ranger’s midsize rivals.

Over the first nine months of 2018, midsize truck sales grew 18 percent in the U.S., despite the market’s overall stagnation.

[Image: Ford Motor Company]

Steph Willems
Steph Willems

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  • Avid Fan Avid Fan on Oct 24, 2018

    It's the new iFord XS. Perfect for kids and groceries or when the iFord XS Max is just too much. Soon to be available in the King Starbucks Ranchmart Depot Play Edition with lots of fun mocha frappe latte colors!!

  • Drzhivago138 Drzhivago138 on Oct 24, 2018

    "The F-150’s gotten bigger over time and more expensive. We believe there’s room now to slot the Ranger in very nicely in the showroom.” This seems like an odd thing for the head of global operations to say, because while it is technically true, the physical size difference between an old and new F-150 is less than the difference between an old and new Ranger: ford_just_confirmed_that_there_will_be_no_ranger/e87p6tc/

  • 3-On-The-Tree Jeff I a,so had a 1969 Thunderbird with the 429 V8, and it was a smooth highway cruiser. I sold all those cars when I got commissioned into the Army. I regret selling those cars and miss the simplicity of them. I do have an 1985 FJ 60 Land Cruiser and it is real easy to get to everything in the engine bay. My 16 year old son inherited it. The Mavericks are pretty popular here in Az.
  • John Hummer owners don't care. Like shingles.
  • Wjtinfwb Funny. When EV's were bursting onto the scene; Tesla's, Volt's, Leaf's pure EV was all the rage and Hybrids were derided because they still used a gas engine to make them, ahem; usable. Even Volt's were later derided when it was revealed that the Volt's gas engine was actually connected to the wheels, not just a generator. Now, Hybrids are warmly welcomed into the Electric fraternity by virtue of being "electrified". If a change in definition is what it takes, I'm all for it. Hybrid's make so much sense in most American's usage patterns and if needed you can drive one cross-country essentially non-stop. Glad to see Hybrid's getting the love.
  • 3-On-The-Tree We also had a 1973 IH Scout that we rebuilt the engine in and it had dual glass packs, real loud. I miss those days.
  • 3-On-The-Tree Jeff thanks. Back in 1990 we had a 1964 Dodge D100 with a slant six with a 3 on the tree. I taught myself how to drive a standard in that truck. It was my one of many journeys into Mopar land. Had a 1973 Plymouth duster with a slant six and a 1974 Dodge Dart Custom with 318 V8. Great cars and easy to work on.