What’s The New Approach Of Ford Motor Company (NYSE:F)?

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Ford Motor Company (NYSE:F), the heavyweight leader of the truck game, has not sold a mid-size version in the United States since 2012. It didn’t intend to cannibalize the perpetually remarkable sales of its F-150. Moreover, it possesses an attractive line of vans to accommodate plumbers, painters and other small operations, at least that’s the reason former CEO Mark Fields provided a couple of years ago.

The details

Ford has since altered its approach. Sometime in 2019, it plans to launch an all-new version of the Ranger, which is a little pickup it presently manufactures in South Africa, Thailand and Argentina, and sells almost everywhere except the United States. Mike Levine, who is the head of product communications in North America, stated this newest form of the truck, which was once sold in the U.S., will be established in Michigan.

Waiting 2 years to get back the Ranger is what works for company. Levine added that they have put the major focus on F-Series in the current scenario, including the F-150, making it more fuel efficient and capable.

In 2011, the last year company manufactured Rangers in the United States, it received one in three mid-size truck sales, around 71,000 vehicles in all. Its top peer was the Nissan Frontier with count of 51,700 units. Levine mentioned that the Ford Ranger continues to be the second best-selling mid-size pickup truck internationally. With the new Ranger to be launched in the United States and Canada in upcoming 2 years, North American customers will have an alternative of purchasing a mid-size truck that’s functional, affordable, maneuverable and rugged.

However, Ford may have to alter its formula a bit if it intends to get some of Honda’s appeal. Most importantly, the Ridgeline features named as unibody construction seen in sedans, providing it more of the convenience for the road compared to most trucks, which have builds that are fastened on to the frame.

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