It seem that today latest Autoweek online seem to imply that Ford is considering putting its ancient ranger entry level compact truck out to pasture, I don't have issues with this, the ranger has been around a long time and ford seems to have been undecided almost just as long about with to do with the little beastie.
No the market has shifted and the ranger no longer seems to make sense, I would probably let the present vehicle pass and keep the name for something new and fresh, (though it seems Ford is incapable of thinking about new and fresh) this would be a good way of using a name with still a lot of brand recognition and value.
Then again this is another area where I've seen Ford drop the ball, they wait until a certain model no longer sells well and has lost its appeal to the public(think Taurus) and then introduce a model with no existing recognition what so ever (think Ford 500) and hope that the name will appeal to the buying masses .
Either way, it time for some fresh thinking in this market segment, how about the return of the Ranchero, don't laugh, if Toyota can make a car like the scion appealing and God knows that the car is so ugly that it's cute, Ford could do worse.
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