Industry > Sales

67% of Ford vehicles sold in PH in 2019 were Ranger trucks

Proof of the American pickup’s popularity among Filipino buyers

The Ranger kept Ford competitive in our market in 2019. PHOTO FROM FORD

Assessing Ford Philippines’ performance in our market in 2019 is a bit tricky. On the one hand, its sales total (21,900 units) was 7% down compared to its tally the previous year (23,571). On the other hand, the company scored small but significant wins, including the introduction of some interesting vehicles and also the arrival of a new managing director who happens to be a mechanical engineer (which could only mean a proper appreciation of customer frustration over mechanical issues).

But here’s one thing we realized while looking at the brand’s per-model sales digits from last year: Ford was heavily dependent on the Ranger pickup truck to keep it afloat. In 2019, the popular (and good-looking) workhorse accounted for a staggering 67% of the American automaker’s sales in our territory. In other words, two out of every three new Ford vehicles sold in the country were Rangers. The model line—which included the Raptor version—registered a remarkable 27% increase versus its 2018 output (11,604).

Here’s the complete breakdown:

  • Ranger – 14,759
  • Everest – 4,165
  • EcoSport – 2,138
  • Explorer – 418
  • Mustang – 289
  • Expedition – 94
  • Transit – 24
  • Fiesta – 13

The dip in Ford’s numbers may have been partially due to the pullout of passenger cars (the Fiesta and the Focus, to be specific) from our market, but expect the Blue Oval brand to eventually settle down and regain its footing in the area of sales—especially if it can surprise and delight customers with appealing new products (like the Territory perhaps?).

We really hope Ford can right its ship. Our automotive industry is so much more exciting when non-Asian manufacturers are also successful.

Vernon B. Sarne

Vernon is the founder and editor-in-chief of VISOR. He has been an automotive journalist for 26 years. He became one by serendipity, walking into the office of a small publishing company and applying for a position he had no idea was for a local car magazine. God has watched over him throughout his humble journey. He writes the ‘Spoiler’ column.