The real reason Ford Ranger sales declined after the new model was unveiled

The Ford Ranger’s monthly sales in South Africa have almost halved since the next-generation Ranger was unveiled at the end of November 2021.

In October 2021, the Ford Ranger sold 1,363 units – making it the third best-selling bakkie in the country.

In November and December, the Ranger sat in third again with 1,165 units and 929 units, respectively.

In January 2022 it sits in fourth with 608 units sold, according to Naamsa’s monthly new vehicle sales report.

While the decline in sales might make it look like potential Ranger customers are holding out on buying the bakkie until the next-generation model arrives, Ford South Africa said this is not all there is to it.

“The recent sales figures are primarily reflective of the manufacturing constraints that have resulted from the semiconductor shortage,” Ford South Africa told TopAuto.

“We continue working closely with suppliers to address near-term production constraints, while Ford teams are working hard to maximize production, prioritizing key vehicle lines our customers and dealers most want.”

Next-generation Ranger

The next-generation Ford Ranger is set for a South African introduction in the second half of 2022.

At launch, the bakkie will be offered in XL, XLT, and Wildtrak specifications – with a new 3.0-litre, V6 engine available in the range.

Transmission options then comprise a six-speed manual, as well as a six-speed and ten-speed automatic. Each bakkie sits on one of two four-wheel-drive systems, too.

The standard version is a part-time system that only activates four-wheel drive when it is needed, whereas the premium system is a full-time 4×4 programme with intelligent power delivery.

Standard equipment inside the cabin includes an 8-inch or 12-inch central infotainment display and a digital instrument cluster that is a “first-to-segment feature,” said Ford.

In addition, the track width and wheelbase of the next-gen Ranger have been increased by 50mm, which noticeably increases cargo capacity and versatility.

“Order books for next-generation Ranger will open in Q2 [2022], with local launch timings and deliveries to be confirmed,” said Ford South Africa.