#NAIAS: Is The New Ranger A Match For The Colorado And Canyon Twins Or Is The Party Already Over?

If General Motors struck gold by reviving the Colorado and Canyon midsize pickups four years ago, then Ford had better hope that mine isn't tapped out by the time the Ranger reaches dealerships early next year.

The segment exploded in popularity this decade — it has surged 78 percent since 2014 — but that growth appears to be running out of steam. Last year's U.S. sales of 452,335 midsize pickups were less than 1 percent more than the year prior, and IHS Markit doesn't expect the segment to top 480,000 sales through 2025.

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"Ford is late to the party," Michelle Krebs, senior analyst for Autotrader, said in an interview. "The question is: Is there room for yet another entry, or has the growth in that segment peaked? It's quite possible that it has."


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cidflekken - 1/16/2018 1:58:50 PM

+1 Boost

I keep thinking I'm seeing a Tacoma

TomM - 1/16/2018 2:47:12 PM

+2 Boost

The AMERICAN truck market includes the last vestiges of people who buy AMERICAN - regardless of where they actually make the American truck (Including mexico and Canada). Ford will do fine with this truck - although I cannot understand why NEITHER offer a simple cab version for work use.

Noting that GM still does not have the manufacturing ability to fulfill the demand for its product - FORD will be happy to provide.

MarathonBob - 1/16/2018 4:00:48 PM

+4 Boost

I think the Ranger will sell as the last version had an incredible reputation for being un-killable. But I'm surprised at only one powertrain and bed length. The Colorado has 3 powertrains and 2 bed lengths. I would think those limitations would reduce sales.

MDarringer - 1/16/2018 9:26:58 PM

-3 Boost

I'm telling you, the market to hit big in and do it first is the crossover pickup market. Honda hasn't found the right formula.

CANADIANCOMMENTS - 1/18/2018 9:03:56 PM

+1 Boost

I saw a news video and the guy at Ford in charge of plants globally was saying that the Bronco would be built in the same plant as the new Ranger. So I am wondering if it will share the same platform and be a midsize offering.