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Originally Posted by Smoke Pursuit
I am very surprised they don't push Ranger single cabs harder when you look at the bigger picture. They are probably missing out on 500 sales a month there, which affects 4x4 as well with small / medium fleets sticking to one brand. They would have to go back to a petrol motor to make it viable.
Hilux sells well off its history. Its not the better car. I've driven both multiple times and the Ranger is far more comfortable and better equipped.
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They just don't want to play in that low profit area. Not when they can make good money on XLT's and Wildtraks. They will let Toyota have those low money base model 4x2 sales. They tried it and just could not get the base price low enough to compete with the Workmate. They would rather not compete than cut the price so badly they lose money. Toyota are more prepared to do that. Ford has moved away from that strategy.
Whickman was quoted as saying they won't chase no 1 at the expense of profits. That strategy hasn't changed with the new president.