Thursday, September 20, 2018

Has the Ford Ranger Lost Its Mojo?


Confused marketing, lackluster communication, or just a case of an older model being phased out. Whatever the reason, Ford lost out big time in the month of August. They slipped big time in the pickup truck segment where the class-leading Ranger should have been the runaway sales leader.

As the revised automotive excise tax took effect for the American carmaker in February (when they adjusted their suggested retail price), the Ranger enjoyed excise tax exemption. With that, it swapped places with the Everest as their main sales driver, accounting for as much as 43 percent of Ford’s total retail sales at one point.

Yet, in the months from January to August, Ford never really rallied in terms of sales growth. Though the Ranger continued to show healthy numbers per month, selling an average of 952 units, they’ve never really showed the sales spike currently being enjoyed by the Navara.

Comparing with the Ranger’s best-month in July, when they sold 1,248 units, it pales in comparison to the Navara’s best numbers which, out of the blue, shot up to 1,710 units in August. This figure is 27 percent better than any of Ford’s numbers so far this year.

This trend is even more worrying when you pit the Everest and Terra numbers are compared. Just last month, Ford moved 391 examples of their midsized SUV compared to the Terra which sold 945 units—that’s 2.5 times more!

These figures are shocking given that both the Ranger and Everest are still their respective segment’s best-equipped, best-value, most-aggressively priced offerings.

Of course, Ford can say that this is a momentary dip in performance brought about by them depleting existing inventory of the Ranger. It could also be because Nissan has finally gotten the right marketing tone and as a result, selling their vehicles better than Ford which seems to have lost the spark that once made them so aggressive in the local market. Today, they seem hellbent on all-in low downpayment schemes without properly communicating their product’s strengths.

With the refreshed model bowing in today (including the much-awaited Ranger Raptor), Ford will be crossing their fingers that they can bounce back in one or two months. On the other hand, it’s still a question if the resurgent Nissan can maintain this strong momentum until the end of 2018. Whatever happens, the battle for pickup truck and perhaps the coveted Number Three position in the Philippine automotive industry is up for grabs here.

Who do you think will emerge the victor? Nissan or Ford?

24 comments:

  1. That's karma for not taking care of existing customers and also for charging 75k-200k for out of warranty beyond 3 years Powershift of Ecosport,Fiesta,Focus. Also the monoxide problem of the Explorer. And very expensive PMS 12k-20k per visit.

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  2. would be buyer must be hesitating because of bad feedback from ford owners.

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  3. Nope.. They are waiting for raptor variant release. And what does powershift issue got to do with ranger? Buyers are well informed nowdays. Alam nila kung ano model affected.. But your right on the PMS downside.

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  4. Raptor variant wont sell as much as the standard ranger. It will be priced close to a mustang ecoboost so the ranger dipping in sales is due to other reasons

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    1. 1.8M ang ranger raptor. Ang layo naman sa presyo ng mustang. Please update yourself sir.

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    2. Well according to sir Uly it will be sitting probably right between Mustang ecoboost and explorer. Whats your source so i could update myself.

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    3. Was there an official announcement by Ford PH? Because Thailand prices also gives you a rough estimate on how much it will cost here. Its not going to be a sub 2M pick up.

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    4. To be exact Sir Uly said 2.595M is his guess-timate. And Ford Thailand pricing is 2.7M+ PHP.

      Your source?

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    5. WildTrak? I thought were talking of Raptor here...

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    6. 1.9M?? Wow pwd yan. Very competitive pricing

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    7. This comment has been removed by the author.

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    8. 1.9 m ang raptor sir, do your research first

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  5. Looks like Ford has really lost it! They need to improve their service --- the sales agents are clueless about the products they are selling, the service centers are far in between, spare parts are made rare so they can charge you more, and the advisors/technicians lack training and know-how! Lastly, their current country manager, like all those before him, is just all talk!

    To the new owners, I guess it will be best for you to learn about Ford PH the hard way... good luck!

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  6. Was seriously aiming at a Ranger earlier this month. It really seemed the sales guy does not really want to sell. I expected more effort, more aggressive pricing to the outgoing model, and at least show me the units in the showroom properly. He did not even give me a business card, and our followup SMS was largely ignored.

    My current car is a Ford escape, driving experience is 4/5, parts availability and maintenance is 1/5.

    There goes my brand loyalty... bought a Triton as replacement this week.

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    1. I have a 2.2L 4x4 Wildtrakk every 10kKM PMS I spent 10-12k and I am ok with it. Then I got the Monterosport and it end up that Mitsubishi’s PMS is very costly compared to my Ranger. Cebu owner here. I never had bad after Sales support in Ford Cebu. For Mitsubishi I had the Fieldmaster and changed it with the Monterosport but the PMS is very expensive.

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    2. 2.0 biturbo for raptor? I have some reservation.

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    3. You should save your judgement only after you test the car. But as a golden rule, NEVER buy a vehicle with a new engine within the 1st year after its release. Possible madami pa issues. Give them time to iron out kinks.

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  7. I think people are just holding off on buying new Rangers until the Raport arrives. (As they should!)

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  8. Even if you have Scheduled Service Plan they will quote you a price that will shock you. 12k-20k for the Everest Trend at 10thousand KM depending on the use. If its below 10thousand like ours 6000KM but 1st year anniversary the quote was 12k but if it's really 10thousand KM it's 20k. But we are on SSP so the price of the items they installed is worth 20k if paid in cash.

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    1. Madami kasing filter na pinapalitan maliban sa oil change. Ganyan naman lahat ng modern diesel. Mas mahal talaga ang maintenance kahit ibang brand pa.

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    2. Ford’s PMS is way lesser than Mitsubishi’s here in Cebu. I have the 4x4 Wildtrak 2016 and its 70000 mileage now I been using it every weekend. The PMS or change oil is every 10000 interval and it will cost me 11-12k it used to be only 10k but since the memo came out that every oil change they need to change the air intake filter or we commonly call it air cleaner filter. Thats why it spiked to that much. 10-12k every 10000 visit for me in my Ranger is way lesser than my 2017 Monterosport that is now 1 year old to date. You know why here’s the fact Mitsubishi has this style to put a fully synthetic oil on your car and your interval will be 10000 but heres a catch they require you to come back every 5000km for top up! WOW! I had a 10000km oil change and I spent 10k and then on my 15000 they told me to comeback for a topup that costs 4600 so now if you do the math its 14k. Now what surprises me also the Service Advisor at Mitsubishi told me that in my 20000km PMS I am due for an aircon cleaning and guess what for 2017 Monterosport they are charging 7000 and I ask why that much? They replied that your dashboard need to be removed! WHAT??? Modern cars has this filter how come at 20000 old school style of cleaning is still being practiced. My Ranger was 70000km now and we hust change the cabin filter no issues with its cooling ang Mitsubishi is doing this! I am not recommending you guys will get a Monterosport its expensive to maintain compared to my Ranger.

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  9. Its because everybody is waiting excitedly for the arrival of the new Ford engine and transmission. 2.0 Ecoblue and the 10 speed auto - tranny.

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  10. Ford will reign again this last quarter of the year and beyond. Mark my words.

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  11. The Ranger Raptor priced at 1.898m is such a steal. The Ranger will be back as the #1 pick up truck in just a short time for sure.

    Needless to say, Ford has to improve on its after sales service if it wants to further garner sales away from its rivals.

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