Look at Ford’s sales results in the region and it’s clear that the American carmaker isn’t having a great time of it right now. Not only has the price of diesel wrecked sales of its Ranger pick-up truck and Everest SUV, but rising development costs mean it has unwittingly priced itself out of its target market of traders and would-be lifestyle buyers.
Perhaps emboldened by its plan to bring the Bronco Basecamp to global markets, the Blue Oval has now confirmed a more affordable pick-up that will slot below the Ranger, similar to how the unibody Maverick slots below the F-150 in the US. Unlike that car, this unnamed model will likely retain the use of a ladder frame to maintain its appeal as a work truck.
