How Ford gained sales success in 2020 with its Ranger bakkie

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• Ford South Afrcia sold 18 846 Ranger models in 2020, making it one of the top-selling vehicles of the year. 

• The Ranger remained the top light commercial vehicle (LCV) export for 2020, and the second-best exported vehicle overall.

• Ford introduced two new derivatives to the model range in the last 12 months. 


Ford South Africa announced it sold 18 846 Ranger models in 2021, placing it among the overall top three models on the local sales charts. 

ford-ranger-thunder-009
ford-ranger-thunder-009

Sales accelerated after June

The Ranger had three strong consecutive sales months in September (2188 units), October (2203), and November (2100).

The carmaker introduced a limited-edition Thunder model in the middle of the year followed by the XL Sport in October.

In a bid to keep the Ranger top of mind to consumers, the XLT, Wildtrak, Thunder, and Ranger Raptor models were enhanced with the standard fitment of LED headlights, LED daytime running lights and LED front fog lights. In contrast, the mid-range XLS model received an 20cm full-colour touchscreen audio system, incorporating Apple CarPlay and Android Auto.

ford-ranger-thunder-009
ford-ranger-thunder-009

Total sales for 2020 - 35 272

This all contributed to the brand's overall sales volume for the year reaching 35 272 units, the compact SUV EcoSport's sales for the year ended on 7255 units.

"Last year will certainly go down as one of the most challenging in history, and it impacted the automotive industry particularly hard, especially during the hard lockdown during which new vehicle sales almost ground to a halt, followed by the economic fall-out over the ensuing months," says Neale Hill, MD of Ford Motor Company of Southern Africa (FMCSA).

"This was reflected in the 29.1% decline in total market sales compared to 2019.

Ford Everest
2020 Ford Everest

"However, the market showed remarkable resilience and began a rapid recovery as soon as the lockdown restrictions were eased, and we recorded our highest volumes for the Ford Ranger in September, October and November," Hill adds.

"There's no doubt that the combination of South Africa's overburdened economy and the ongoing effects of Covid-19 will hamper domestic sales for the foreseeable future. Nevertheless, we are confident that the Ranger XL Sport introduction will bring new customers into our Ford dealerships, and we have several other exciting new models planned for the year," Hill concluded. 

ford-ranger_008
ford-ranger_008

Over 45 000 Rangers exported

A total of 45 790 Rangers, produced at the carmaker's Silverton Assembly Plant in Pretoria, were exported in 2020 – once again ranking it among the top two exported vehicles overall, and ensuring it remains the leading LCV export. In November, the company posted its highest monthly export volume of 6920 vehicles, followed by September (6681) and March (6353).

"The Ranger remains one of South Africa's most important and successful export programmes, with the majority of these vehicles destined for Europe where it is the segment leader," Hill states. "This is a proud testament to Ford's commitment to South Africa through ongoing investment and job creation."

The Ford Ranger's local production for domestic sales and exports supports 4 300 direct jobs at FMCSA and over 50 000 jobs in the total value chain and contributes over 1% to South Africa's GDP. 

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