New Ford Ranger Sales Eclipsed by 15-Year-Old Nissan Frontier

Alexander Stoklosa
Photo credit: Marc Urbano - Car and Driver

From Car and Driver

Through April of 2019, Ford has moved only 15,169 units of its new 2019 Ranger pickup, beating only the GMC Canyon (9374 sales) and Honda's unibody Ridgeline (9606 sales) in the mid-size pickup segment. The decidedly not-new Chevrolet Colorado has racked up 45,149 sales so far this year, while the segment continues to be dominated by the popular (and also not-new) Toyota Tacoma, 78,558 of which have found new homes so far in 2019. Even Nissan's ancient Frontier notched 24,479 sales in that same time period. For context, the current generation of Nissan's pickup has been around since George W. Bush's presidency.

We're not sure what the Ranger's sales lethargy can be chalked up to. The Ranger has been available since January, so it's not like it got a late start on the year. It's priced competitively with the newer stuff in the segment, starting at around $25,000 (the Frontier is a budget play that starts at $20,135). We've reached out to Ford for comment, to see whether there is some sort of manufacturing bottleneck constricting vehicles reaching dealerships, or if demand for its resurrected Ranger is somewhat cool.

Accord to Automotive News, the automaker only expected to move 1200 Rangers in January, its first month on sale, which hardly clears up the picture. Sure, Ford needed to add overtime shifts at the Ranger's assembly plant to handily exceed that meager sales target, but given how hot the mid-size truck market is these days, those sales expectations seem weirdly low.

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