Ford Gives Up On Compact Pick Up Trucks - Nissan Stays

[Rogue]

I think this is a dumb move by Ford, especially since they outsold Nissan, AND they have existing compact pick up platforms.  Put a diesel in those compacts and they have a winner (that may poach F150 sales).  WTF is Ford thinking?  
 

Nissan expects to gain as Ford exits compact pickups
Source: Automotive News
Published: 01.06.2012
Nissan North America believes there is life in the compact pickup market that Ford Motor Co. is leaving behind. Especially now that Ford is leaving it behind. "We're really the beneficiary of Ford pulling out of the segment," says Al Castignetti, Nissan Division's U.S. sales boss. "We felt it was an opportunity to capture market share and we went after it last year, and we went after it without increasing incentives." Nissan began fanning its Frontier compact pickup sales last summer, and the push helped boost Nissan to the biggest U.S. sales year in its history. The brand sold 944,073 cars and trucks in 2011, up 17 percent from 2010. The Frontier sold 51,700 units last year, up 28 percent from 2010. Ford announced its intention to exit the compact pickup segment last year, and built its last U.S. Ranger in December in St. Paul, Minn. Ford remains in the segment in other world markets, relying on compact pickups built in South America, Thailand and South Africa. Despite its lack of enthusiasm for compact pickups, Ford outsold Nissan in the segment last year, selling 70,832 Rangers, also a 28 percent uptick from 2010. But unlike Nissan, Ford remains king of the full-sized pickup segment with its big-selling F series. Last year, Ford sold nearly 585,000 full-sized pickups, while Nissan's full-sized Titan pickup sold fewer than 22,000 units. To step up awareness for the Frontier, Nissan created the truck's first ad campaign in four years, Castignetti says. The campaign promotes the Frontier as a less expensive alternative to full-sized pickups. "We got our dealers reinvigorated on the truck and got our marketing out there," he says. "We're having great success with it."

[veefer800canuck]

RIP Ranger.  

Mine lives on, sitting faithfully outside, waiting to go on another adventure. Or just a trip to the store.

[Thundergod]

YEA NISSAN.

2007 Nissan Frontier Crew Cab NISMO.

Best Truck EVER.
Here is a recent photo when we went to the museum and all of the parking was taken....
Well all of the CAR parking. There were several mounds of snow in parking spots--

1...2...3....RESCUE DAD! We had front row parking. A few people gave us thumbs up as we walked away from the truck-- they were still searching for parking.




AND that is just one of the reasons I bought a truck....

Ford is making a bad mistake.

[Justin]

1...2...3....RESCUE DAD! We had front row parking. A few people gave us thumbs up as we walked away from the truck-- they were still searching for parking.

Those weren't  thumbs  

[phoenix]

I sooooo wanted a Frontier a few years ago, but I couldn't get waited on when I went to the dealership. They weren't busy, they were just not interested in working. In the end I got a Ranger. That was a disappointment.

And I cannot understand how those full size trucks sell in huge numbers. Sure, they are nice. But holy shit do they cost a medium sized fortune.

[Mr.Black]

Just so you know, the new F-150s get better mileage than the Ranger. they just cost a whole bunch more.

[Thundergod]

I don't understand the full size truck market....unless you work outside for a living doing all different kinds of construction.

Midsize and compact trucks are a perfect size for the majority of the people. Ive been very happy with the half-bed. We have loaded it to overflowing and towed trailers and we have
had plenty of power left on tap. I bought this as a camping truck-- some hill climbing jeep trails but no serious rock crawling.

I almost bought the Jeep Rubicon 4 Door, but then I realized picking up a load of mulch, or throwing a dirt bike in the back would be impossible.

FORD survived because the shifted to smaller cars and more economical vehicles...now they are dropping the midsize trucks? If anything they should scrap the current Ranger and update it from the wheels up.

[birdrunner]

Just so you know, the new F-150s get better mileage than the Ranger. they just cost a whole bunch more.

Ford hasn't done a single thing to the Ranger in how many years?

Same engine, same stlye, same lousy mileage, the only thing changed was the price.

No wonder it didn't sell "big".   If I wanted a 15 yr old design, I'd buy a used truck.

[sodapop6620]

I think calling the Ranger and what ever Chevy has, a mid size truck is just wrong.  I tried both of them the went with the Dakota.  But now the Dakota is bloated.

I agree if the manufactures drop a decent diesel in them they would start selling again.

[CLAY]

I think calling the Ranger and what ever Chevy has, a mid size truck is just wrong.  I tried both of them the went with the Dakota.  But now the Dakota is bloated.

I agree if the manufactures drop a decent diesel in them they would start selling again.

This.  But I can't quite bring myself to buy a Dodge again.  It's looking like a high-mileage F150 crewcab when the Dakota goes (she rusting quickly these days).  I need the pickup for all the stuff I do- the Chevy small truck is teeny in the back seat area- hardly room for adults.  The Dakota ta least has a real back seat.

[JonS]

I think calling the Ranger and what ever Chevy has, a mid size truck is just wrong.  I tried both of them the went with the Dakota.  But now the Dakota is bloated.

I agree if the manufactures drop a decent diesel in them they would start selling again.

When I needed a truck, it was between the Ranger and the Dakota. The Dodge was bigger by just enough that I bought that instead. A full size would have been nice, but I wasn't willing to pay the large amount required. Now, I really don't need the Dakota, so Frontier, you're the one.

[jay547]

YEA NISSAN.

2007 Nissan Frontier Crew Cab NISMO.

Best Truck EVER.

which engine what kind of HONEST mileage are you getting in that truck?

i'll be looking for a replacement late next summer. i currently have a 97 f-150 with over 272k  relatively trouble-free miles. i would like to go smaller than full size if the mileage makes it worth it. if not, i'll stick with another f-150. the only others i will consider are the frontier and the tacoma.

[veefer800canuck]

As for the better mileage thing: I just drove my ranger to work yesterday because I got called in to work unexpectedly.

It was $18.00 in fuel for the round trip of 142 kilometers. 4.0 v-6, 225,000 km on the truck.

With the work truck, 2011 gmc half ton, 5.3L with variable cylinder management, etc. 135,000 km on the truck.

Same route, same distance, same speed, same driver, the GMC uses $26-$27 dollars of fuel, I've checked it myself. And the GMC Has used that same amount of fuel on the same route everyday, since new.

[Rogue]

Ford sold about 70k Ranger in 2011, which was the largest slice of the compact truck market.  Maybe twice that of Nissan.

In the same year, Ford sold close to 1M F150 pick ups!  That's right!  Almost 1 million!  

Not sure what some of you are saying about how much the F150 cost.  I just came back from the Ford dealership and they had half a dozen F-150's in there costing $22k.  Albeit these were basic "Work Truck" models but they were nicely equipped with V8's and automatics.  It's a truck so must buyers have power windows/door locks, Keyless entry, leather, DVD, chrome, and all the accoutrements that are usually reserved for luxury cars? That's why many F-150's cost $35k+ because people think they have to load them up with unnecessary shit on a utility vehicle.  If I were in the market for a Pick Up truck I would be all over those work truck models.  

[David Morrow]

I think this is a dumb move by Ford, especially since they outsold Nissan, AND they have existing compact pick up platforms.  Put a diesel in those compacts and they have a winner (that may poach F150 sales).  WTF is Ford thinking?  

I note that you said that for "outsold" Nissan. That only means vehicle volume but not profit per vehicle. One of the problems with the Big 3's thinking prior to 2 out of 3 going bankrupt is that they believed volume would equate to bottom line profit and hence all those rebates you used to see. I give them credit for knowing their products and markets better than you and me and if this is what they have decided to do, I suspect that it's a well thought  through move with way more information than any of us have.

[JonS]

Ford sold about 70k Ranger in 2011, which was the largest slice of the compact truck market.  Maybe twice that of Nissan.

In the same year, Ford sold close to 1M F150 pick ups!  That's right!  Almost 1 million!  

Not sure what some of you are saying about how much the F150 cost.  I just came back from the Ford dealership and they had half a dozen F-150's in there costing $22k.  Albeit these were basic "Work Truck" models but they were nicely equipped with V8's and automatics.  It's a truck so must buyers have power windows/door locks, Keyless entry, leather, DVD, chrome, and all the accoutrements that are usually reserved for luxury cars? That's why many F-150's cost $35k+ because people think they have to load them up with unnecessary shit on a utility vehicle.  If I were in the market for a Pick Up truck I would be all over those work truck models.  

I just checked Autotrader and found one truck that I would think about. New Ford F150 XLT  $30,179. The extras I would not buy without are 4X4 and extended cab. Comes with 6speed auto tranny and V6. That's better than I thought.

[Joey Stalin]

I always said, something the size of an extended cab Ranger or an older Tacoma (the new ones are huge), with a ~2.0 liter turbodiesel engine would sell like hotcakes. And you know what? Toyota has that exact truck in other parts of the world, and it sells like hot cakes. It's called the Hilux.

[J-Mac]

I had a Ranger a couple of years ago, and it got horrid mileage. It also had a very cheap feel to it.
I traded it in on an 09 F150, and have never looked back. The newer Fords are amazing, and worth every penny IMHO.
Mine has the 4.6 and gets better mileage than the 4.0 Ranger did. Those new eco boost engines haul arse! V6 twin turbo doesn't mess around.

[Snowbird]

Just so you know, the new F-150s get better mileage than the Ranger. they just cost a whole bunch more.

If Rangers get the same mileage as my Ecoboost, they are pathetic. I've yet to break 13 mpg in normal use.

I don't understand the full size truck market....unless you work outside for a living doing all different kinds of construction.

Towing.

But what I don't get is why all the new full size trucks have to be as physically large as they are. They could be somewhat smaller and still be capable tow vehicles.

[NoGear]

In Iraq we had a bunch of European Ford Rangers w/diesel engines to drive around Taji in.  They were driven everyday and we'd only have to fill them up about every 6 days.  We liked them better than the full sized F150s or armored Suburbans that we had.

http://jalopnik.com/5156453/2010-ford-ranger-europe-gets-all-the-good-stuff