Ford Motor Company (F) Ranger: Is It Coming Back to The US?

Long-term vision
Right or wrong, Ford seems to be sticking to its guns so don’t expect the global version of the Ranger – that’s selling well – to make an appearance back in the U.S. market. Ford is going to focus on the F-Series to juice profit margins. Rather than having the Ranger as an entry-level truck, it’s going to do all it can to position the F-150 with EcoBoost options to fill that spot.

The EcoBoost engine now gives Ford the flexibility to position the F-Series for different types of consumers, and it knew those options were on the way when they canceled the Ranger. If the Atlas concept comes through as expected – hitting CAFE standards out to 2025 – it’s possible it would have rendered the Ranger obsolete. The other side of the coin is that the Ranger filled a niche in the market, and if vehicle downsizing moves into the truck segment it could be a decision Ford regrets.

When it comes to investing in Ford, a decision like this won’t have much impact at all. Ford’s vehicles are selling incredibly well, and not having the Ranger won’t stop the sales momentum Ford is enjoying. Ford hasn’t made too many mistakes since Alan Mulally became CEO, so I’ll stand by the decision to kill the Ranger. What do you think? Let me know in the comments below..

The article Is the Ford Ranger Coming Back to the U.S.? originally appeared on Fool.com.

Fool contributor Daniel Miller owns shares of Ford. The Motley Fool recommends Ford. The Motley Fool owns shares of Ford.

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