About time Ford came back to its senses this whole episode illustrates the corporate and executive disconnect with its customers. The plan was that ranger customers would move to a car like the focus or be upsold into a f150, well what if people buy compact trucks for legitimate reasons? There's a reason why Rangers are so common on the landscape in Canada. Ford should stop telling customers what they want and instead give them what they need.
Ford was selling 65000 rangers a year on an outdated but proven and simple platform when they walked away from the compact market. By comparison Honda sells around 25000 ridgelines a year but stay in the market. Of course Toyota has stayed in with over 100000 in yearly sales and continues to dominate the segment. So now a truck company like Ford needs GM to tell it what the truck market wants? I get the notion that the ranger pricing was too close to the entry level f150 but a lot of customers like myself specifically wanted the smaller size, it's still a very useful, affordable and practical vehicle regardless of what the talking heads in the automotive media said about its comparative deficiencies.
Hopefully the new ranger will be affordable, simple and smaller. That's where the untapped market is. Otherwise why would a customer spend 35k+ on a truck that's 90% the size of an f150 without buying an f150?