[ad_1]
The mid-size pickup segment is growing and Ford has the potential to capture market share from the current leader, Toyota, said Stephanie Brinley, an analyst at IHS Markit.
"Ford has seen the reaction of General Motors with its trucks, and Ford is a brand of pickup trucks in many ways," she said. "Then they finally feel like they can make money there."
The new Ranger will be different from its predecessor in some respects, said Brinley. It is larger and offers a four-door configuration that is now considered essential for any pickup that wants to compete. Trucks are becoming more attractive for families or buyers who prefer a spacious cabin.
The price is also somewhat higher, in part, because customers demand more trucks than in the past. The outgoing Ranger was really an entry-level vehicle, says Brinley. The new version starts at $ 24,300, and will come with more security features and technology.
"The environment has evolved considerably and I do not think you can succeed with the same type of truck as the first one," she said.
WATCH: Ford is dead money?
Source link
