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The
Ranger Raptor, and the rest of the new generation of Ford Ranger
pickups, will launch in North America later this year,
illustrating how established automakers are shifting their
combustion-vehicle lines toward more powerful, higher-profit
variants as regulators clamp down on carbon emissions.
For Ford, the Ranger Raptor is part of a broader strategy to
develop performance variants of popular vehicles that share 80%
of the parts of the basic truck or SUV, but can deliver an
average 30% more profit margin over the cost of building the
vehicle. Ford is expected to highlight this strategy at an
investor event on May 22.
Prices for the new Ranger will start at $34,160. But a Ranger
Raptor will start at $56,960, Ford said.
"This is a very successful and profitable derivative," Jim
Baumbick, vice president for product development and quality for
the Ford Blue unit, told Reuters.
Ford is also ramping up production of its Mustang Mach-E, Ford
F-150 Lightning and Transit electric vehicles - generating
credits that allow it to sell more high-performance, combustion
vehicles such as the Ranger Raptor, the Bronco Raptor and the
F-150 Raptor.
"We're doing it through a portfolio of products" that includes
electric vehicles and a hybrid Maverick pickup, Baumbick said.
Like other established automakers, Ford is using profit from
combustion vehicles to subsidize losses on its electric models.
How far Ford can push that strategy will depend on consumers,
and also government regulators.
This week, the U.S. Environmental Protection Agency began
hearings on a proposal to dramatically tighten vehicle CO2
emissions limits with the goal of pushing electric vehicles to
67% of U.S. new vehicle sales by 2032.
The redesigned Ranger will compete in a global segment dominated
by Toyota Motor Corp's Tacoma and Hilux trucks. Toyota will
reveal the next generation of its North American Tacoma midsize
truck on May 19. Rival General Motors Co added two off-road
performance variants of its midsized Chevrolet Colorado pickup
trucks last year, as well as more powerful engine options.
(Reporting by Joseph White in Detroit; Editing by Matthew Lewis)
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