Why 2023 Could Be Another Down Year for Ford Ranger Sales
Ford Motor Company sold 1.86 million vehicles in 2022 in the United States, a 2.2% dip from the previous year. Among those overall figures, Ford Ranger sales also decreased, dropping to the near-bottom of the midsize pickup segment. Still, the Blue Oval projects a continued slump in sales for the 2023 Ford Ranger because it doesn’t offer extensive updates.
However, fans can finally grin because Ford announced a redesign of the 2024 model. So the automaker might finally see an uptick in sales next year.
Ford Ranger sales declined in 2022
In 2022, Ford sold 57,005 Ranger models, a 40% decline compared with 94,755 units in 2021. It’s the highest decrease in the midsize pickup segment, placing the Ford Ranger near the bottom of the highly competitive class.
Ford Authority reports that the Toyota Tacoma — the segment’s best-selling truck — saw a 6% decrease in sales, totaling 237,323 units in 2022. The Chevy Colorado came in second with a 22% decrease to 89,197 units, followed by the Jeep Gladiator, which saw its sales slip 13% to 77,855 units. The Nissan Frontier took the fourth spot with a 26% uptick in sales to 76,183 units, outpacing the Ford Ranger by 19,178 units. At the bottom of the segment is the GMC Canyon with 27,819 units — a 15% spike.
If we look at these models’ performance from a segment-share perspective, they follow each other in the same order. The Tacoma is the dominant model with a 42% share, followed by the Colorado (16%), Gladiator (14%), Frontier (13%), Ranger (10%), and, finally, the Canyon, with a 5% segment share, a 1% increase over 2021. Overall, the midsize pickup truck segment shrunk by 5% to 565,382 units in 2022.
Slumping Ford Ranger sales will likely continue in 2023
Ford foresaw the downward spiral in Ranger sales throughout the 2022 calendar year, mainly because supply chain issues limited the company’s capacity to produce vehicles in volumes that met market demand.
There’s also a high likelihood that Ford chose to channel much of its resources and concentrate on producing more popular and affordable SUVs — the Ford Explorer and Explorer — whose sales rose by nearly 5% in 2022, according to Reuters.
The downward trend in Ford Ranger sales is expected to continue this year. The 2023 Ford Ranger is the last model of the fourth generation in the United States. Thus, the automaker did little to update the truck.
The redesigned 2024 model should boost sales
As it braces for another down year for Ford Ranger sales, the U.S. automaker expects sales to rebound in 2024. That’s thanks to a complete redesign for the 2024 model. The company launched the global Ranger in November 2021, revealing exterior styling resembling the next-generation Ranger U.S. version.
Therefore, the redesigned 2024 Ford Ranger is expected to spark renewed interest and improve sales once it hits the market — if production can meet demand.
The 2023 Ranger will see a short production run, considering the company closed orders for the 2023 model on Jan. 26, 2023. But Ford has exciting plans for the 2024 Ranger as the once-popular midsize pickup enters its fourth generation.