Ford Sees No Future For Small Pickups

[C. Charles Hahn]

http://www.autonews.com/apps/pbcs.dll/arti.../308029997/1216

 

The new Ford has learned to think small

Jamie LaReau

Automotive News -- August 2, 2010 - 12:01 am ET

 

Ford Motor Co., long known for pickups and SUVs, will emphasize cars, crossovers and fuel-efficient engines in the next few years.

 

The company wants to be the fuel economy leader, and federal mpg standards are rising. Ford launched the Fiesta subcompact this summer and will introduce a redesigned Focus compact early next year.

 

The Fiesta and Focus are the first U.S. vehicles from the One Ford plan. Under the plan, each region has global responsibility for certain models. For example, designers and engineers in Dearborn, Mich., will continue to work on trucks and crossovers that can be adapted worldwide. The Europeans are designing small cars.

 

With Mercury dying by year end, Ford has promised Lincoln more product investment in the coming years.

 

The Ford brand will get at least one new crossover and possibly a subcompact crossover. Ford and Lincoln also will add powertrain options to many products.

 

Mark Fields, Ford's president of the Americas, says Lincolns will stand out from their Ford siblings with advanced technology such as noise cancellation, advanced powertrains, adaptive suspensions and retractable roofs with glass panels.

 

Lincoln will add a compact vehicle, possibly a crossover, developed on a front-drive platform shared with the redesigned Focus.

 

At some point Lincoln, after it loses the Town Car, also could get a U.S. version of the Mondeo sedan now sold overseas.

 

Ford will spread its EcoBoost engine technology -- turbocharging and direct injection -- across the Lincoln lineup.

 

The Ford brand also gets new technology, including the EcoBoost engine in large vehicles such as the Edge crossover and possibly the Expedition SUV, sources say. But Ford sees no place in the future for small pickups, so the Ranger will be phased out.

 

What follows is a summary of Ford's product plans for the 2011-13 models years, according to company and industry sources.

 

I have a hard time believing Ford would be quite THAT dumb.... but if they do I hope GM's GMT700 offering turns out to be a winner. GM will have a lock on the market if they can pull it off.

[kawtoy_77]

That could possibly put them "in check" if you will..... .....don't know how good of a decision that would be for them (FoMoCo). jm2c

[P71_CrownVic]

I have a hard time believing Ford would be quite THAT dumb....

 

Really? This is the same company that thinks it's normal for spark plugs to shoot out of the head...and only fixes the "disappearing brakes" on the 2010 Fusion Hybrid AFTER they are called out by consumer reports.

 

That being said, there is conflicting info on this. It was just a week or so ago that they were saying that Big Al confirmed a new Ranger for N/A.

[C. Charles Hahn]

That being said, there is conflicting info on this. It was just a week or so ago that they were saying that Big Al confirmed a new Ranger for N/A.

 

Granted, plus there have been a number of spy shots of the vehicle in development. I'm betting they're going to bring it out and see how it does, but are ready to kill it quickly if it doesn't perform well in the markets.

 

I can certainly see one part of their point, at least here in NA. Since they are going to have to up the ante with fuel efficiency and power in their full size trucks (just as GM will have to do) to satisfy CAFE, they would likely be able to make a half ton pickup that is just as or more efficient than the current or replacement Ranger. In that circumstance, I would wager that most people would simply opt for the larger truck since it's more well suited to utilitarian purposes.

[cc1999]

Well in one sense I can see why they might kill the Ranger, for lack of sales and cost to mfg being similar to the fullsize propping the pricese up there close to Full size. But on the other hand with the new EPA rules coming soon, I would think they would want to put a Ranger with a ecoboost 4 in it to boost there CAFE average.

 

Also is that official now that Mercury is dead? A rummor surfaced a few months back that it was, but I also read where Ford was denigning it.

[truckofwinandawesome]

well, looks like Ford is Giving GM ALL SORTS of markets! First they Kill the CVPI and Give the police Market to the new Caprice, and now they are killing the Parts House Fleet Favorite, and giving GM the Small Truck Market with the Next gen Colorado!

[P71_CrownVic]

well, looks like Ford is Giving GM ALL SORTS of markets! First they Kill the CVPI and Give the police Market to the new Caprice, and now they are killing the Parts House Fleet Favorite, and giving GM the Small Truck Market with the Next gen Colorado!

 

Don't forget the ambulance market. With Ford STUPIDLY not offering a diesel E-Series anymore, many agencies are buying the Chevys with the Duramax.

 

Our new ambulance coming this fall is a Chev...and it's superior to our Fords in every single way.

[ColoradoSkiCountry]

Just because Ford no longer offers the Diesel in it's E-Series vans, there are still agencies here getting the Ford Diesel for Fire/EMS uses, they just get it with the F-350/450 chassis.

 

It's really too bad that Ford and GM don't want to compete with Nissan and Crapota in the small-mid truck segment.

[unit731]

Why can't these idiots make a compact truck with an 8' bed?

 

Not every user is hauling crushed stone or lugging a motor home.

 

Is there physics in play here that I don't know about?

 

Or is it that they all just want to sell full size trucks?

 

I just don't get it.

[C. Charles Hahn]

Just because Ford no longer offers the Diesel in it's E-Series vans, there are still agencies here getting the Ford Diesel for Fire/EMS uses, they just get it with the F-350/450 chassis.

 

It's really too bad that Ford and GM don't want to compete with Nissan and Crapota in the small-mid truck segment.

 

Yep, that's exactly what I'm seeing too. Actually I've even seen a number of Fire/EMS units on GMT900 Silverado 3500 chassis-cab trucks with the D-Max as opposed to using the Express van chassis.

 

I thought Nissan was pulling out of the small-mid segment too (killing both the Frontier AND the Titan) leaving the Tacoma/Hilux as the only one left other than the upcoming Colorado/Canyon replacement....

 

Why can't these idiots make a compact truck with an 8' bed?

 

Not every user is hauling crushed stone or lugging a motor home.

 

Is there physics in play here that I don't know about?

 

Or is it that they all just want to sell full size trucks?

 

I just don't get it.

 

I think the main issue is that the market for a compact truck with an 8' bed would be very limited. Tooling cost would be tough to offset by production without the cost of the truck being on the high side -- meaning the price difference would be insignificant between that and a full-blown half ton.

[cc1999]

P71 I think you hit the nail on the head, about the cost to build = a sale price very close to the full size truck. With all the safty stds and design cost, and tooling cost to have to make up on a much smaller market scale, has to have something to do with why so many are getting out of the game. I am still not 100% GM is going to stay in the game either, just recieved a new truck trend in the mail toninght, and it sounded like in a ford article that the global Ranger platform might still make the american market, and there was another short artilce that seeemed to mention the demise of the GM small truck after 2012.

[[email protected]]

Ford shouldn't see a future for any of their trucks, IMO.

[sboutin]

Why can't these idiots make a compact truck with an 8' bed?

 

Not every user is hauling crushed stone or lugging a motor home.

 

Is there physics in play here that I don't know about?

 

Or is it that they all just want to sell full size trucks?

 

I just don't get it.

 

..here ya go,...2012 "Gobal" T6 Ranger,........with 8' bed

[[email protected]]

Why can't these idiots make a compact truck with an 8' bed?

 

Not every user is hauling crushed stone or lugging a motor home.

 

Is there physics in play here that I don't know about?

 

Or is it that they all just want to sell full size trucks?

 

I just don't get it.

 

..here ya go,...2012 "Gobal" T6 Ranger,........with 8" bed

 

 

8" holy crap that's small!

[DTyrrell]

That's what she said.