Ford Bronco and Ranger Return to US Market

Expedition Portal:

Ford just made some big waves at the Detroit Auto Show by announcing that two legendary platforms will be added back to the North American lineup. In 2019 showrooms will once again be graced by the mid-size Ford Ranger Pickup, followed closely by the legendary Bronco in 2020. Although we had suspected this might be the case after a United Automobile Workers representative let a rumor slip last year, we’re excited to see the formal announcement by Ford in Detroit.

I believe this is a smart, if not a bit late, move for Ford. While I don’t foresee the Bronco having large sales volume, I expect it to have a halo effect for the brand. As for the Ranger, Ford has the potential to greatly increase their overall truck sales.

While Ford still owns the half-ton truck market with the F-150, the midsize market has been growing significantly in the past few years. GM is making solid headway into the Toyota Tacoma’s significant sales lead with the Chevrolet Colorado and the GMC Canyon, despite Toyota’s sales not decreasing meaningfully year of year. This shows a growing market.

A final tantalizing thought from Expedition Portal: can only hope that they will step up to meet the challenge of Chevrolet’s new ZR-2. After all, with the international success of their diesel Ranger platform, and the popularity of their existing Raptor, it would only make sense.

I’m hoping for a Ranger-sized version of the Raptor.