Ford Hints at New Compact Pickup

The Detroit Bureau - February 22, 2013

Ford has yet to find a replace­ment for the old Ranger, which end­ed its long pro­duc­tion run in 2011. Is Ford on the verge of announc­ing a U.S. replace­ment?

Find out what’s on the hori­zon at Ford.

Sur­pris­ing­ly, Ford stressed it had no inten­tion of offer­ing a new Ranger in the U.S. mar­ket, insist­ing that for the price it would have to charge for the glob­al Ranger mod­el buy­ers would all but cer­tain­ly opt for the big­ger F-Series, long the Amer­i­can market’s most pop­u­lar truck. Indeed, there’s been a steady shrink­age of the com­pact pick­up seg­ment over the years, buy­ers either upsiz­ing or aban­don­ing trucks entire­ly, Ford offi­cials insist.

So how respond to Gen­er­al Motors’ deci­sion to deliv­er an all-new Chevro­let Col­orado, nev­er mind the ongo­ing pres­ence of the Toy­ota Taco­ma and Nis­san Fron­tier? By shift­ing into an entire­ly new direc­tion, Ford offi­cials hint that was pio­neered by Hon­da with its dis­tinc­tive Ridge­line pick­up.

In oth­er words, what some are dub­bing the Ford F-100 just might adopt a crossover or car-based, plat­form, a senior mar­ket­ing exec­u­tive reveals. That might seem a sur­prise con­sid­er­ing the mixed response the Hon­da Ridge­line has gen­er­at­ed.



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