Avoidable Contact #37: Branding got Ford into the Ranger/Panther mess, so why can’t it get them out?
Ninety-nine percent of “automotive journalism” is repeating what you’ve just been told, particularly if it seems to make a bit of sense, so it’s no surprise that several color rags and major websites have run nearly identical features about the sales of Ford’s marked-for-death Panther-platform cars and Ranger pickups. In July, the Ranger outsold the Volvo brand in the United States, nearly outsold Lincoln, and moved more units than nearly every other Ford vehicle available. The Crown Victoria, Grand Marquis, and Town Car together are outselling the brand-new Taurus and nearly-new Flex despite having not received a major update since 1998 or thereabouts.
Most of these articles will then go on to wonder why Ford is throwing away nearly 15,000 units a month of paid-off platform sales, particularly when they have no replacement for either the Ranger or the Panthers on the horizon. 180,000 sales a year isn’t anything to sneeze about in this market, and surely the profits on these vehicles are extremely substantial. Why not just keep making the Ranger, Crown Vic, Grand Marquis, and Town Car until the volume doesn’t justify starting up the assembly plant in the morning?
Twenty or thirty years ago, that’s exactly what Ford would have done, and they would have been right to do so. Today, the answer isn’t so clear-cut. What’s changed? Branding. Follow along as I explain why Ford needs to cut these nameplates loose… but why it might make sense to keep the vehicles themselves in production.