Jim Farley has not specified the reasons behind Ford’s contemplation of exiting the Australian market
https://www.carscoops.com/author/bradcarscoops-com/
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by Brad Anderson
5 hours ago
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The Ford Ranger wrapped up 2023 as the undisputed champ of Australia’s new car sales. However, Ford’s CEO, Jim Farley, dropped a bombshell, disclosing that the automaker nearly bailed out of the Australian market altogether.
During a lively exchange at the 2024 Wolfe Conference in New York, Farley delved into Ford’s international markets, highlighting the success of the latest-generation Ranger. He pointed out that globally, it’s outpacing even the Super Duty in sales.
“We are now number two in pickups outside of the U.S. and pickups are growing big time,” he said. “We sell 5,000 Raptors in China for $150,000 each, and we’re the best-selling vehicle in Australia. We almost pulled out of Australia. The Ranger is number one in South Africa, huge pickup market. We’re number one in pickups in Europe.”
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Farley’s comment about almost pulling out of Australia caught the attention of the guys over at Ford Authority. While it is possible that Farley was suggesting Ford almost pulled the Ranger out of Australia, some think he meant the brand had considered exiting the local market entirely. We have reached out to Ford seeking further clarification on Farley comments and will update this story when we hear back.
Read: New Ford Ranger Stuns Toyota HiLux To Snatch Aussie Sales Crown After 28 Years
While the Ranger reigns as Ford’s top seller in Australia, the brand also offers a diverse lineup including the F-150, Transit, Everest, Mustang Mach-E, Escape, and the new Mustang. Although Ford recently bid adieu to the current combustion-powered Puma in Australia, anticipation brews for the arrival of its all-electric counterpart, slated to debut later this year in various markets around the world.
Speaking on the decision to stop shipping new Puma models to Australia after May, Ford Australia president and chief executive Andrew Birkic said “our focus is on vehicles and in segments where we can really meet the unique needs of Australian customers. We see particular opportunities in commercial vehicles – from Transit to E-Transit, Transit Custom to E-Transit Custom, alongside Ranger.”
