I know all the official reasons why we’re not getting the new global Ford Ranger in this country. “Compact truck sales are down”, Ford says, along with “It’s too expensive to certify a diesel engine to meet U.S. emission standards.” Both may be true, but stop and think about it for a second: maybe compact truck sales are down because no manufacturer has launched a ground up-redesign in the past five to ten years. The Ranger hadn’t gone through a significant redesign since 1998, and even that wasn’t as extensive as the 1993 one. In other words, Ford was disappointed that a truck last updated when George Bush Senior was in office wasn’t selling well. Imagine that.
I also understand that the U.S. laws relating to diesel emissions are stricter than the yet-to-be-imposed Euro 6 standards. How is it, then, that Mahindra managed to get DOT certification on their compact diesel pickup? One that, unless management comes to its senses, will never see a single U.S sale? Do you expect me to believe that Mahindra has a larger budget for development and certification than Ford? Do you honestly believe there’s no U.S. demand for a modern compact diesel truck that puts out 197 horsepower and 347 ft lb of torque?
I suspect the real reason is that the new Ranger would pirate sales away from Ford’s F150, which undoubtedly has a higher profit margin than the Ranger. Still, I can’t help think that sales of the new Ranger (especially in diesel variants) would help Ford reach ever-tightening CAFE requirements. For now, all we can do is look at the other 180 markets that will be getting the Ranger and dream.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
