The best post to defend the Ranger reintroduction in USA. Send it to Bill Ford and Mark Fields. Anyway i suspect Bill and Mark already know those facts and are planning the return of the Ranger faster
It seems Ford likes to play catch up with it's competitors with every product except for F-150 and Explorer.
Fusion hybrid and Energi models, launched ahead of the competition, but let the competition pass them by without any drivetrain updates for years.
Focus Electric was the first sub 100 mile EV to market, but Ford let it linger with no drivetrain updates until it is surpassed by all competition.
MKZ hybrid launched but no MKZ plug-in hybrid, where Ford could lead with a luxury plug in, but they let Audi, BMW and MB surpass them, when the drivetrain was already available in the non-luxury Fusion.
Now the midsize pick up market is gaining momentum quickly, Toyota retools and benefits from the higher demand, GM launches two midsize trucks with both at over 95% increase in their second model year. While Ford offers the best midsize pickup other countries, still offers nothing while many of their older Ranger customers upgrade to Toyota and GM offerings.
With so many mentions of their 'futurist' person looking at market trends, how does Ford miss all these trends, and are stuck playing catch up. An exaggeration of that is the China market, where Ford waited until bubble was about to burst before entering the market.
Could it be that Ford is now a bit distracted with trying to be a 'technology' or 'mobility' company, which is keeping them from excelling as a 'car' company? Just like Lincoln needs to quickly spin off to be it's one company, I think the technology or mobility company aspect needs to spin off from the core 'car' company that is Ford.
Also, what's up with Ford's idea that everything has to be a big secret before launch? Announcing product plans a year or so ahead has not hurt VW, Audi, Porsche, Nissan, GM, etc. I think what that does is let the consumer know they are buying from a progressive company that will offer what's next, when it's time to buy again.