By on March 9, 2020

2019 Ford F150 Lariat FX4 blue oval badge

Animosity continues to linger from Ford’s decision to cull its low-priced passenger car models… perhaps even here at TTAC World Headquarters. Few would claim that the Ford EcoSport makes an attractive bottom rung on a product ladder that increasingly caters to the middle-class truck or SUV buyer.

That said, CEO Jim Hackett’s promise not to abandon low-end buyers seems to carry weight. Dealers have begun whispering about an upcoming product that should start just below $20,000, and comes with a bed.

It’s a model we’ve talked about before: a compact, unibody pickup reportedly based on the same platform as the Euro-market Ford Focus. Such a vehicle would be Ford’s first small pickup since the demise of the old-generation Ranger too many years ago. In North America, that is. Other markets have enjoyed no-frills pickup action in Blue Oval-badged unibodys.

Spy photos of the heavily camouflaged incoming truck haven’t revealed much; four doors and a short bed is what everyone expected, and the images didn’t disappoint.

Speaking to Automotive News, Ford dealers who attended a meet-up of high-volume retailers in Tucson last month were showed images of the vehicle by newly crowned chief operating officer Jim Farley. While the COO reportedly did not provide a name for the model (Ford trademarked “Courier” in the U.S. last year, though that name’s heritage has far more relevance overseas), he did say its starting price would fall below $20,000 — perhaps making it a cheaper buy than the base EcoSport S, which starts at $19,995.

Slated to be built in Mexico, a locale with extra plant capacity following the death of the Fiesta and Focus, the little pickup will be more of a lifestyle vehicle than a rugged competitor to the larger, body-on-frame Ranger. It’ll have competition in the form of the Hyundai Santa Cruz. One dealer said the model shown in Tucson has sides resembling that of the defunct Ranger, which is good news for everyone. It’s hard to fault the design of the long-gone Ranger.

One useful tidbit to emerge from the dealer meeting was the pickup’s release date: late 2021. By that time, Ford will have long moved past its big-ticket truck and SUV launches. Not only that, but buyers a year and a half from now will face even less choice in the Ford passenger car lineup, what with the midsize Fusion’s pending demise. A wagon-type model is expected to appear in its place, though a little pickup might prove compelling to some sedan buyers — especially if the price is right.

[Image: © 2020 Chris Tonn/TTAC]

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65 Comments on “At Ford, Cheap Pickup to Replace Cheap, Dead Cars...”


  • avatar

    This is Ford’s stock price today.
    5.96 USD

    Is this even possible? I know there is the virus scare, but Tesla stock is up today. Even hapless GM’s stock is 25 USD.

    • 0 avatar
      JimZ

      the whole market dropped a ton today, partly due to oil prices crashing thanks to OPEC starting a price war with Russia.

      Do try to keep up.

      • 0 avatar
        dont.fit.in.cars

        True Russia’s oil play signals how desperate they are because China manufacturing is down 17% and falling. Saudis counter Russia holding them in check. US LNG exports to Europe null Russian strangle on sales as well. Wall Street is shifting capital to Korea, India, Vietnam, Indonesia and from the looks of recent events Brazil.

      • 0 avatar
        highdesertcat

        “OPEC starting a price war with Russia.”

        That line is FAKE NEWS! Misinformation. Disinformation.

        Russia did not want to raise prices along with the OPEC+ and declared war on American shale oil.

        The Saudis did what they always do, dropped prices massively to drive Russia down because the Saudis have more money in the bank than Russia does.

        All this is great for the American consumer, with oil at <$30/bbl.

        A pitch and statement like yours loses a man his credibility, real fast!

        • 0 avatar
          JimZ

          “That line is FAKE NEWS!”

          then you go on to say basically the same thing I said:

          “The Saudis did what they always do, dropped prices massively to drive Russia down because the Saudis have more money in the bank than Russia does.”

          That’s pretty much what a price war is. So shove your “FAKE NEWS” cry back where you pulled it from.

          • 0 avatar
            highdesertcat

            Wrong again, JimZ. It was the Russians who didn’t want to play ball with the OPEC+ and lowering the price per barrel. The Russians cannot afford to do so. Oil&gas is the only thing that keeps Russia alive.

            It is the Russians who want to take the title of #1 oil producer away from the US.

            It is actually the Saudis who are going to be driving the Russians lower on the economic ladder. Maybe into default?

            It is the Saudis who depend on the US to arm and defend them. The Saudis are not going to do anything to hurt the relationship with the US.

            Gas at my gas station today, $1.899/gal RegUnl. Gotta love it. I wish I could hoard it for future use.

            Thank the Saudis for flooding the market with crude and keeping America at the #1 oil producing spot.

          • 0 avatar
            highdesertcat

            Wrong again, JimZ. It was the Russians who didn’t want to play ball with the OPEC+ and lowering the price per barrel. The Russians cannot afford to do so. Oil&gas is the only thing that keeps Russia alive.

            It is the Russians who want to take the title of #1 oil producer away from the US.

            It is actually the Saudis who are going to be driving the Russians lower on the economic ladder. Maybe into default?

            It is the Saudis who depend on the US to arm and defend them. The Saudis are not going to do anything to hurt the relationship with the US.

            Gas at my gas station today, $1.899/gal RegUnl. Gotta love it. I wish I could hoard it for future use.

            Thank the Saudis for flooding the market with crude and keeping America at the #1 oil producing spot.

            Russia, Russia, Russia, Russia! I see America colluding with the Saudis to drive the Russian economy into chaos.

            This is not a price war. This is a calculated strategic move to diminish Russian influence in the oil markets.

            America’s drivers are the beneficiaries.

            (My internet connection is not what it used to be. Lotsa dropouts.)

          • 0 avatar
            gtem

            “because the Saudis have more money in the bank than Russia does.”

            “The Russians cannot afford to do so. Oil&gas is the only thing that keeps Russia alive.”

            Oil makes up 87% of Saudi Arabia’s budget revenue, oil AND gas combined make up 40% of Russia’s.

            Russia has gold reserves of 2241 tons as of late 2019. Saudi Arabia has 323 tons.

            Iran has orchestrated a slow bleed on the Saudis in Yemen, they keep shoveling in high dollar American equipment in there to get blown up by the khat chewing guys in sandals.

            I’d say long term prospects look a lot better for Russian than the Saudis.

          • 0 avatar
            highdesertcat

            gtem, I don’t. The uber-left progressive liberal media have portrayed this as a price-war between the Saudis and Russia while analysts on Bloomberg and CNBC have stated this is no more than a pricing dispute because the Russian did not want to reduce their output.

            The Russians want to eliminate North American shale output because it hurts OPEC+ by its sheer volume.

            The Russians can continue selling at their higher price, but who will their buyers be?

          • 0 avatar
            highdesertcat

            gtem, news update:

            Putin is meeting with Russian Oil Magnates and Oligarchs today to direct them to find a way to cooperate with OPEC+.

            Source Bloomberg News channel.

            Russia does NOT want to see its oil revenue reduced further after the US shale started supplying more and more refineries in Europe.

          • 0 avatar
            gtem

            “Russia does NOT want to see its oil revenue reduced further after the US shale started supplying more and more refineries in Europe.”

            These new lower prices are a hamper on US shale producers more than anyone else in the near term, what exactly are you talking about?

    • 0 avatar
      pbx

      Tesla stock, like just about every stock on the planet, is down today. Currently down nearly $70 or 10%

      • 0 avatar

        I know today’s market circumstances. This does not take away the fact that Ford’s stock is close to an all-time low. They had to be in pretty bad shape before the virus and oil the price plunge to be in the situation they are in now.

        • 0 avatar
          highdesertcat

          “I know today’s market circumstances.”

          That’s right. A temporary blip. It will get better as the corona virus wanes, and cheap oil is great for America.

          Too bad we can’t hoard gasoline and store it at these cheap prices. Within a week to ten days ethanol gas loses its potency and separates.

          So fear not, Larry Kudlow said they’re working on short-term, targeted solutions to offset potential losses due to the novel corona virus.

          • 0 avatar
            Arthur Dailey

            No need to store refined ‘fuel oil/gasoline’, just petroleum.

            The Japanese made the decision to attack the western powers when the stored crude reserves required for their navy reached what they considered to be critically low.

            The US government has the capacity to store up to 727 million barrels in its strategic petroleum reserve.

          • 0 avatar
            highdesertcat

            Arthur, when I lived in the desert in NM, years ago, 26 miles from the nearest town and gas station, I stored gasoline in two 55-gallon drums on my property.

            And with the daily to’s and fro’s by all family members, we easily went through 55-gallons per week. When one drum was empty, I put it in the truck, hauled it town, and filled up at Shamrock or Bradley’s.

            Not practical to do so these days, living in El Paso, TX, where there are gas stations at practically every corner.

            Gas today is $1.849/gal RegUnl near me. But it won’t stay that way forever, and I don’t need as much of it as I used to.

          • 0 avatar
            pragmatic

            Great for the shale producers and the banks that lent them money to increase US oil production?

    • 0 avatar

      Ford stock has been in the Tank for a while. If your not a car guy and made your stock buying decisions based on annual reports, GM looks a heck of a lot better than Ford.

      • 0 avatar
        cprescott

        GM stock is way down compared to its pathetic IPO price which did the taxpayers wrong by automatically making us upside down on the bailout. To this day we are paying interest on the unrecovered funds – and that company did not pay one dime in taxes on that money.

    • 0 avatar
      cprescott

      Yo, Bald Headed Ford leader – I was a faithful 37 plus year owner and buyer of many Fords. But your decision to abandon the lower portion of the market was a deal breaker. I owned a low rent 1997 Ford Escort for 22 years and it was dependable like a Honduh. But you and your ilk decided to shove a worthless transmission into the Fiesta and Focus which ruined the resale value on the cars. I might have bought new if there was not the bad reputation that you created on these two cars – I might have bought used. But I would have stayed a Ford owner.

      Instead your ilk ditched the segment.

      I am now a Hyundai owner and you couldn’t pry my cold dead hands off the manual transmission shifter. You lost me as a buyer on a permanent basis. Do you understand that? You can’t go back and get me back.

    • 0 avatar
      cprescott

      I remember buying Ford stock as low as around $2 in 2008 when the company was tanking. I bought shares each month for a cushion in case I lost my job due to Obama’s economy. Thankfully I was able to sell mine off at around $11 so that I could weather incompetence in the White House until I could get a new job with one of my freelance clients.

      I was thinking of buying stock again if it went to $2.

      • 0 avatar
        Arthur Dailey

        That’s strange because the US economy started a dramatic upswing under Obama. A trend that continued until the wild swings under the current POTUS.

        And with the dramatically increased deficit under the current administration the US government does not have the elasticity that it did under the previous administration to ‘weather an economic storm’.

        • 0 avatar
          -Nate

          Arthur ;

          You know he’s lying, don’t get sucked in .

          I wasn’t a big fan of the President but he did do a nice jog of cleaning up the elephant shit the gop left behind as they always do then blame others .

          -Nate

        • 0 avatar
          highdesertcat

          Success has many fathers. Failure is an orphan.

          I prefer my success during the Trump Administration, thank you, instead of the too-many-to-list failures of the last administration.

          I understand that freeloaders were doing really well during the last guy in the White House. So I can understand their discontent in having to get off their dead @sses and being forced to go to work now that there is a new Sheriff in DC.

          • 0 avatar
            Kenn

            “I understand that freeloaders were doing really well during the last guy in the White House.”

            By freeloaders, you mean the 80%+ of families who live from paycheck-to-paycheck in the U.S.? Thank God we’ve now got someone who cares about giving tax breaks and regulatory rollbacks to all those victimized millionaires, billionaires, and corporations. Oh, yeah – and benefitting himself. ‘Lovely chap.

  • avatar
    chaparral

    At what stock price should Ford consider becoming an employee-owned company with the purchase by payroll deduction over the next three years?

  • avatar
    -Nate

    Sounds interesting .

    I’m assuming it needs to be four doors in order to sell sufficient numbers to make a decent product ? .

    I’m a GM / Chevrolet fanboi but I’ve had quite a few Ford light duty trucks over the decades, and all were very good .

    I recently bought a 2001 Ranger stripper and I love it .

    I’d think a single cab version would be popular but what do I know ? .

    -Nate

    • 0 avatar

      The last thing Ford Fusion owners would want is a cheap pickup truck. Why would you need to have a truck to go to work and take classes at night. Gardening and yard supplies fit perfectly in the trunk of a Fusion.

      I am trying to figure out who’s worse Mary Barra or Jim Hackett. It is like choosing between heart disease and cancer.

      • 0 avatar
        -Nate

        FWIW, I live in the land of gardeners and low end fleet trucks and I never see either using sedans to haul anything .

        As an old Geezer I have much experience with hauling and towing improbable amounts of crap all across America in 3/4 & 1 ton VW Vans from back n the day, crude but efficient, I’d still prefer a small light duty pickup truck .

        There are basically two things that send old, cheap pickups to the junkyards here : #1 : failure to pass annual emissions testing and crash damage requiring repair to be driven .

        The rust isn’t an issue here .

        -Nate

      • 0 avatar

        Truck replaces Fiesta as I understood not Fusion. Fusion will be replaced with some sort of wagon. I am sure there will be ST version with MT.

  • avatar
    N8iveVA

    Part of the problem with Ford getting rid of traditional cars is they got greedy in the transition. Base price for a ’19 Fiesta was $14,300. Base for a Ecosport is $19,995 on the same platform. There’s NO way that it costs $5,600 more to make an Ecosport. Start them at $16,995 and base Escapes at $19,995 and their problem with offering lower priced cars goes away. But no, they want to stick with the CUV’s pull in bigger profits model.

    • 0 avatar

      Do people remember that the Ecosport was voted the 5 worst vehicle on this site over a year ago. Why would anyone buy that dung-car over a Fusion?

      • 0 avatar
        dwford

        The Ecosport was designed as a 3rd world vehicle, worked over to make it suitable for Europe, then worked over again for us. By the time it got here, it was already 5 years old. A new one is coming soon and can’t help but be better.

      • 0 avatar
        N8iveVA

        Oh don’t get me wrong, I would never buy an Ecosport. My issue is them getting rid of cheaper cars that are on the same platform that they sprout these CYV’s from and jacking the price up $5k and not leaving a low cost option.

    • 0 avatar
      DenverMike

      That’s not bad. The base ’86 Hyundai Excel was $13,993 in 2019 money.

      And that 14,300 was just Ford’s asking price. Except the problem is small sedans suck, not just for some automakers but for owners too.

      If you yourself were stuck in the $20K and under (new car) segment, wouldn’t you appreciate an automaker stamping out a unibody pickup out that boring sedan (platform)?

      If no, I’ll bet lots of Baby Boomers, X Gen empty nesters, college students, or anyone on a tight budget looking for something a little less dreary and lots more sporty would disagree with you.

      • 0 avatar
        highdesertcat

        ” I’ll bet lots of Baby Boomers………..”

        I think Ford is taking a gamble here, a bet that real-world buyers will think back to the days of the LUV, etc, and think, “That’s what I want for running around town.”

        OTOH, I believe that lots of Baby Boomers may actually consider something a little more useful and bigger, like an EV pickup truck for short hops.

  • avatar
    Lie2me

    “Dealers have begun whispering about an upcoming product that should start just below $20,000, and comes with a bed.”

    Here we go again, and for the next five years Ford will be “hinting” about a small pick-up

    Hey Ford, how’s that big March Bronco rollout coming? Thought so :(

  • avatar
    Hummer

    This just doesn’t make no sense, I’m sure you could convince 50% of the B&B to buy this but I don’t see how you could convince enough people to make this worthwhile. $20k for a front drive unibody with a bed doesn’t make sense. Tiny 3 cylinder front drive unibody that can’t do anything a typical crossover/minivan can’t already do, but without the covered storage and marketability.

    • 0 avatar
      jack4x

      Minivans can haul 4×8 sheets or a 3500 lb trailer, it’s actually insulting to their capabilities to compare this turd to them.

      • 0 avatar

        In theory you could make one off a minivan chassis with similar numbers.

        The old VW caddy and Dodge Rampage were both rated around 1100 lbs payload. I have seen a number of caddys worked hard for decades without a unibody failure. I have also looked at a number of rampages over the past years looking for a project. Seen some cracked springs but the unibodies were fine other then rust.

        Some of the South American unibody pickups are rated for up to 1500lbs payload.

      • 0 avatar
        bunkie

        I wonder if you ever have used s minivan to haul plywood.

        Yes, it can do it. But it will also, likely, damage the interior. I wouldn’t do it again.

        Four doors and a wimpy little bed are a poor combination. The appeal of a small pickup has to do with the volume and dimensions as well as the messiness of what you are carrying, I consider 6 feet to be the minimum bed length. That will allow the carrying of a medium sized motorcycle, a few sheets of plywood or big contractor bags full of yard waste.

        • 0 avatar
          gearhead77

          Spot on about the minivan. Even taking precautions doesn’t ensure you won’t ding or scratch something inside. And bags of mulch/dirt? One splits open or develops a tear and there’s lot of vacuuming involved. I love my minivans, but I’d welcome a little truck smaller than current Ranger.

  • avatar

    I think there is a market for this but, I give my chances of being right at only 30-40%. So when Ford killed the old Ranger, they figured that work buyers would get a transit connect and other buyers would get cars or CUV’s. They based this on data saying that cheap pickup buyers 2nd choice was often a cheap car. I think that was a bit flawed thinking. Now they are trying the reverse now that they don’t have cars maybe they would buy cheap trucks. When I lived in a economically challenged county the most common new cars were compact GM and fords (at the time Sunfires, Cavaliers and Focus) and Rangers/S-10. The common answer for the truck buyers was it was the same price as the car but seemed more useful. I wonder where those buyers went? I have a feeling some got cars but some switched to used pickups.

  • avatar
    dal20402

    I think these will sell like hotcakes. Cheap car, no perception of poverty.

    Before updated safety rules drove the ’80s generation of small pickups out of business, that was the same thing that drove their sales to insane heights. You could get a truck for the same price as a base Civic.

    They did not sell back then because they had a live axle and a high payload rating. They sold because they were cheap and seen as cool. If the styling of this is right, it has a chance to do the same.

    • 0 avatar

      That’s kind o f what I was hinting at as well. I can think of 2 examples off the top of my head.
      A friend I went to high-school with bought a new S-10 the week after high school graduation. He was a mountain biker and had been hauling his bikes in and on his cavalier. The pickup was a deal and he could just throw his bike in the back.

      A former girlfriends mother bought a new S-10 when her old Pontiac died. She looked at other small cars, decided for the same price I can have a truck for my gardening and hauling the occasional crate for the coop I work for.

      And this was before everyone seemed to want a pickup, the market may be even more ripe for it.

  • avatar
    gtem

    I’d actually kind of enjoy a cheapo third-world type of FWD based unibody trucklet, but I’d insist that it be a stick shift to get the full experience. I loved my old RWD 5spd Rangers, but I’d always sell them well before winter, they’re just miserable vehicles for winter commuting IMO. Something like this that was FWD based would make it much more usable year-round.

    • 0 avatar
      Arthur Dailey

      Agree. I don’t tow and don’t haul anything too heavy. Yes a Caravan would hold more, but they are being phased out. And would cost about 15% more MSRP.

      Do the building supply trip about once per month. Move furniture and ‘garage sale finds’. Take a few golf trips each year. A vehicle like this would work for all of these.

      Not interested in a RWD truck/trucklet for the very reason you mentioned.

      A cheap 4 seater, FWD could be an ideal 2nd vehicle.

  • avatar
    PrincipalDan

    So of course we know that there will be option packages for every purse and purpose.

    I’d be interested to see what 4×4/AWD systems are available, what the engine choices are, and if it could tow say 3,500 lbs like the up option compact/midsize CUVs can.

  • avatar
    eggsalad

    So it’s a Transit Connect with the van body cut down into a bed. I guess nobody saw THAT coming.

    • 0 avatar
      highdesertcat

      And going back a few years, the Dodge Rampage and VW Rabbit trucklet sold every single one they made. They didn’t make a lot of profit on each sale, but they had no overages either.

  • avatar
    tylanner

    Is anyone seriously considering buying a car from the company that knowingly produced and sold the faulty Powershift Transmission and is subject to a US Department of Justice fraud inquiry?

  • avatar
    ajla

    Well, it isn’t a GT350-based ute but I guess it is okay.

  • avatar
    cprescott

    Yo, Bald Headed Ford leader – I was a faithful 37 plus year owner and buyer of many Fords. But your decision to abandon the lower portion of the market was a deal breaker. I owned a low rent 1997 Ford Escort for 22 years and it was dependable like a Honduh. But you and your ilk decided to shove a worthless transmission into the Fiesta and Focus which ruined the resale value on the cars. I might have bought new if there was not the bad reputation that you created on these two cars – I might have bought used. But I would have stayed a Ford owner.

    Instead your ilk ditched the segment.

    I am now a Hyundai owner and you couldn’t pry my cold dead hands off the manual transmission shifter. You lost me as a buyer on a permanent basis. Do you understand that? You can’t go back and get me back.

  • avatar
    Zoomers_StandingOnGenius_Shoulders

    LMFAO. What a joke of a thread. The usual B&B YALL! are here to bitch, because Ford! and some slow old room a zoom boomer has now posted the same drivel TWICE in one thread. How funny is it the Hyundai recall thread gets maybe 15 replies and this one is filled to the brim with the B&B YALL! compaining, yet again, about a company they don’t care about. Oh wait, there’s a Bronco thread. Be sure to catch the B&B YALL! doing their thing in that one. Should be a hoot!

  • avatar
    schmitt trigger

    @Zoomers_StandingOnGenius_Shoulders:

    And why do you think there is so much bad blood against Ford or GM?

  • avatar
    JMII

    I am fan of smaller trucks but at some point a tiny FWD “truck” is really just a hatchback with all your stuff sitting out in the open. Maybe at some price point that becomes appealing.

    The Ford store needs an entry level vehicle and since all they sell are trucks now I guess this is the answer. Of course they got rid of cars due to poor profit margins but a cheap truck sounds they didn’t learn from that experience.

    • 0 avatar
      highdesertcat

      I’m a fan of choice, and if the automakers build it, the buyers will come.

      That said, I am a huge fan of the Jeep Gladiator……….. until the dealers got greedy and started selling them for $60K or more with dealer-installed options no one wants.

      • 0 avatar
        gearhead77

        And the “It’s a Jeep thing” thing. I haven’t driven one, maybe it would change my mind. But I sat in a Gladiator at the auto show and I don’t like climbing into it or sitting in it. And I loved the idea and even the execution of the Gladiator.

        Prices are too dear as well, especially since most dealers have 2 33k Sports and the rest are 50k Rubicons. And they aren’t worth that.

  • avatar
    APaGttH

    On our trip to Namibia I got to drive an Opel Corsa unibody pickup truck. Two passenger, manual, pretty bare bones. Not a rental, but our host’s spare vehicle. Basically AC, a CD player and…I think that is about it.

    It was for all intent and purposes quite acceptable. Certainly easy to drive in Windhoek (which other than being on the other side of the road isn’t a real problem to drive in). It was easy to park, had enough grumpf to squirt through traffic lights (red lights and stop signs are kind of…optional in Namibia but in some weird way it works).

    I know other makers have similar vehicles in developing nations (or even developed nations). The Chevy version of the Corsa is all over Mexico, for example.

  • avatar
    Arcadia Ego

    I currently have a GMC Sonoma, and though it is only March here in the mid-west, we have taken 5 loads of leaves and branches to the municipal waste area so far this spring. Usually each spring we do about 15 pick up loads of stuff out of the garden and perhaps 5 or 6 in (mulch, plants etc.). And of course we do 7 or 8 loads out each fall. This does not include 4 or 5 annual trips for lumber for miscellaneous projects – and as a fence is falling down I may be making further trips this year. For me a small pick-up is a rational second vehicle.

    The trick is that it is 20 years old, starting to rust, and it will eventually die. If Ford could just get its act together and produce something Ranger-ish before my old garden truck dies, I might just buy one.

  • avatar
    gearhead77

    I’m solidly Gen X and I would welcome a new pickup or “lifestyle vehicle” fitting a VW Caddy, Subaru Baja. idea. Something I can put the kids bikes in or the odd run to the home store or anything else that doesn’t require a “real” truck. I don’t need the bulk of any mid-size truck, let alone full size, for 90% of what I do but having a truck bed would be nice. If I need a big truck, there’s always Uhaul, Hertz,etc.

    My Dad had a 78 Hi Lux and traded in 88 on a new 2wd Ranger. I’ve always wanted a basic 2wd 80’s-90’s Hilux, Nissan “Hardbody” or even Mitsu Mighty Max to run around in, but they’re long gone here in the rust belt or overpriced elsewhere. Plus, driveway space is a premium, so I’d welcome a little Ford trucklet to replace my 17 Golf if it comes to it.

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