A recent report that Ford could be bringing back a small truck to replace the much-missed Ranger is probably unfounded but shows the model is missed.
Buzz about a replacement for the Ranger from earlier this month was based mostly on a Ford marketing executive musing out loud on some specific targets, mainly regarding fuel economy and price, that the company would want to hit if it built a compact pickup.
Ford would want a true compact, not a midsize like the recently launched Chevrolet Colorado and GMC Canyon twins, truck marketing manager Doug Scott told USA TODAY.
After the story hit, plenty of outlets picked it up, showing that there's a lot of hope among the automotive press and enthusiasts that Ford will bring back a small truck. Ford then told Jalopnik that no, a compact Ford isn't happening soon, as much as observers might wish for one.
Of course, Ford could be simply playing its cards close to the vest--there's always the chance that the company could surprise people. But right now, Ford says it's satisfied with the F-150's coverage of the full-size market and the Transit Connect's ability to cover the compact utility market.
Still, with rival GM re-introducing the Canyon and Colorado to the midsize truck segment and with the Nissan Frontier and the Toyota Tundra getting older, there's space for Ford to play in the segment, and there does appear to be demand for smaller, more fuel-efficient trucks that can haul cargo but provide roomy interiors and not punish buyers at the pump.
Ford has continued to stay stubborn about not bringing the Ranger back to the states (it remains on sale in other markets) along with not building a compact truck. The brand believes the current Ranger is too close in size to the F-150 and would cannibalize sales. Part of this is likely because of the import tariffs imposed on pickup trucks, but Ford could avoid that by building the truck here.
Ford may not change its mind on the Ranger, but if an executive is thinking about a compact truck out loud and on record, there just might be a chance.
See Now: OnePlus 6: How Different Will It Be From OnePlus 5?
