The New Ford Ranger Is Too Expensive

The new Ford Ranger has been released to much fanfare, and models have started to hit dealership lots. However, even in my pickup-loving city (seriously, they’re everywhere here in Richmond) I’ve only seen one in the wild. Weird right?

This may be why: the Ranger is surprisingly expensive. While the base price is $24,300 (including destination), you can’t find one on Autotrader for close to that amount. In fact, there are over 50 trucks available, but the cheapest one within 50 miles of me on Autotrader is an XLT-trim, rear-wheel-drive version that’s over $30,000. On the higher end of the scale, the Ranger is pushing $50,000.

At the same time if you look around for the F-150, you can find plenty of new models with varying levels of options for between $19,000 and $24,000. Why is the F-150 cheaper than the Ranger? The F-150 is a far more capable than the Ranger, with more power and hauling capabilities, while the Ranger is supposed to slide under its bigger brother and be a more affordable and livable option.

This makes no sense! At first, I thought that it must be dealer markup because the Ranger is new — but after looking into it a bit further, I realized that many of these trucks were being sold at or below MSRP. Sure, dealers aren’t exactly stocking the most basic Ranger models, but the fact of the matter is that if you want a Ranger that doesn’t feel like a commercial vehicle, you’ll have to spend at least $30,000. That’s far too much for the "budget" truck in the line-up.

I like the Ranger quite a bit, so I hope this doesn’t end up killing it off again at some point. Maybe that’s the precise reason why we supposedly aren’t getting the Ranger’s Raptor version in the foreseeable future. If Ford ever does bring the Ranger Raptor here, I bet it would be priced within $10,000 of the full-size version — and at that point why even bother with the Ranger Raptor when you could have the Raptor-Raptor?

At any rate, I don’t think the Ford Ranger can compete with the F-150 the way that it’s currently priced. Sure, it’s really cool, but dollars to donuts it’s outclassed by its big brother and other full-size trucks. Unless we see some incentives from Ford, I don’t think I’ll be seeing too many new Rangers in the near future. Find a Ford Ranger for sale

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