Ford Reveals Ranger’s Most Popular Customer Choices

Truck buyers can be a persnickety lot, many wanting their trucks — regardless of size — to be equipped to look just a certain way. Ford is pushing hard to let Ranger buyers have plenty of options hoping to drive sales of the truck. 

2024 Ford Ranger XL STX - front 3-4
Ford Ranger sales are down through the first sixth months, but buyers definitely know how they want the pickup equipped.

The Ranger runs with a tough crowd “at home” where it’s sandwiched between the bestselling vehicle in America, the F-Series, which saw sales jump 34% last quarter and 27.9% for the year to date period. On the other side is the popular compact Maverick pickup where enjoyed a 7.8% rise for the quarter and 9.7% for the first six months.

It’s also wrestling for attention in what may now be the most competitive segment in the industry: midsize trucks with perennial favorite, the Toyota Tacoma, getting a major update this year, along with new offerings from Nissan with Frontier, and Chevrolet and and GMC. 

What they are picking

However, Ranger owners are taking advantage of their ability to choose from a variety of options — starting with four-wheel drive where an astonishing 80% of all buyers choose the add the capability to their vehicles. 

However, beyond that selection, what a Ranger owner wants appears dependent upon what trim level they’re buying.

Ford Ranger 4WD stat graphic REL

For the more entry-level XL STX, the top color is Oxford White. However, moving up to the XLT Sport 4WD Cactus Gray is the most popular while Shadow Black was the number one option for Lariat Sport 4WD buyers.

Now, if you’re going to all out, the Raptor is going to be your choice. According to Ford, 40% of Raptor customers choose the available beadlock wheel and graphic. Meanwhile the top Raptor colors are Shelter Green Metallic and Shadow Black.

Other top choices for Ranger buyers include: 70% select a hitch while half opt for Pro Trailer Backup Assist and Trailer Brake Controller. Less popular is the FX4 Off-Road Package, which is selected by 20% of customers.

While Ford officials claim “Ranger demand remains strong, with a solid interest across the lineup (XL, XLT, Lariat and Raptor),” the company’s sales results suggest otherwise. The company’s second quarter sales of the midsize pickup were down 22.1% from 16,201 units to 12,618. The numbers are worse for the first six months, with a 28.7% drop for the period. 


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