In 2018, the corporation made the decision to exit the small hatchback and sedan segments and focus on the most profitable models: pickups and larger SUVs.
“When you decide this as a brand, then the strategy is different than when you are looking to gain volume, because you are no longer measured in terms of how much you sell, but how much you earn for each model sold.”
Ford has also decided to take advantage of the plate Abductor to generate high-priced versions.
This line, which began in trucks such as the F-150 and Ranger, was created to be able to provide pickups with off-road features and wider proportions, which the versions intended for the street could not have due to regulatory issues.
(MANUEL AGUERO)
Recently, in January, Ford brought to Mexico a Raptor variant of its Lobo pickup. Last year, it also released a Raptor version of its Bronco SUV, expanding its lineup with these high-priced variants.
The Raptor version of Bronco, equipped with a more powerful engine, Fox shock absorbers, 4X4 traction with axle disconnection and with differentiated seats, costs 2,124,400 pesos, about 600,000 more than the non-accessorized version.
With the Raptor’s enhanced off-road capabilities and the 3.0 liter twin turbo ecoboost engine, At 418 hp and 440 lb-ft, Ford is looking to compete directly with Jeep’s Wrangler Rubicon model.
This week, Ford introduced its updated Ranger pickup, which includes a Raptor version for 1,268,000 pesos, almost double the entry version.
The 2023 Ranger Raptor is equipped with the all-new 3.0-liter EcoBoost twin-turbo engine, which in this model delivers 392 horsepower and 430 pound-feet of torque. Also It integrates an anti-lag system, which helps to have faster responses when stepping on the accelerator at low revs.
With the expansion of the profitable variants of its pickups and SUVs, Ford is seeking 8% of the value of the Mexican market, from 6% in 2022, as it rounds off a strategy to expand its offer of powerful hybrid and electric engines.
Ford also recently announced its return to the Formula 1 circuit to broaden its expertise in battery cell and electric motor technology, as well as power unit analysis and control software.
Motorsport has seen a renewed boost in the United States, and around the world in general, in the aftermath of the pandemic, and the American manufacturer will provide power units for the Oracle Red Bull Racing and Scuderia AlphaTauri teams from 2026 until at least 2030.
