Will the Ford Ranger Return to the US in 2018?

Ford is making plans for a return to the small pickup truck market in the U.S. with a new version of the Ranger.

Ford Motor (NYSE:F) is presently in discussions with the United Auto Workers union regarding resurrecting the Ranger, its mid-size pickup, in the U.S. Demand for the truck is on the rise, and automakers are all out to make the most of this boom.

“I think Ford has an opportunity to develop an SUV that’s got a little tougher image with a name that’s very well-recognized, for better or worse”, said Michelle Krebs, senior analyst with Autotrader.com.

In its heyday, the Ford Bronco was one of the most popular and iconic off-roaders in the world. Mid-size truck sales have been on a decline for the past decade but recent entries like the new Chevrolet Colorado and its GMC Canyon corporate cousin have seen a slight uptick in the segment’s share of the overall market.

Ranger production would take the place of the Focus and C-max that are likely headed to Mexico for assembly.

And it looks like Ford has given the idea quite a bit of thought. Not surprisingly, in seeing this increased popularity in smaller trucks, Ford is revisiting the return of a Ranger to the US.

Ford Ranger sold outside the US. The Ford Ranger was last sold in the states in 2012; it suffered from poor performance and construction.

Given how conservative this segment has been during the last 10 years (the Honda Ridgeline excluded), getting a few more options will be a good thing for a truck sector that desperately needs to be shaken up. It’s the same plant where the Bronco was built in the first place, too, and is capable of producing 250,000 vehicles per year. Ford now does not offer a midsize pickup in the US. It’s too late to develop an all-new model or completely retool the Michigan plant, and Ford probably isn’t prepared to drop billions on developing an all-new model from the ground up anyway.