The Ford Ranger, once a staple of commercial fleets, has seen a significant shift in its customer base. According to Ford’s Q4 2024 earnings report, the majority of Ranger sales in 2024 were to retail buyers, not commercial clients. This marks a notable change from its compact truck days, as the Ranger’s transition to a mid-size model has resonated strongly with individual consumers. While still a valuable asset for some commercial applications, the Ranger’s appeal has clearly expanded beyond fleet sales.

Specifically, Ford’s report indicates that less than 10 percent of Ranger sales fell under the commercial-focused Ford Pro division, with over 90 percent going to retail customers within the Ford Blue division. This places the Ranger among models like the F-150, Explorer, Expedition, and Edge, which also lean heavily towards retail sales. However, the Ranger’s commercial mix is slightly higher than these models, suggesting it still maintains some appeal for certain business applications.

Interestingly, the discontinued Ford Edge saw a higher commercial sales mix than any other Ford Blue model, with nearly 40 percent going to Ford Pro. This surprising statistic highlights the Edge’s continued relevance in commercial fleets, even as its production has ceased. Conversely, the Ford Bronco saw the lowest commercial sales mix, with less than one percent going to Ford Pro. This suggests that the Bronco’s appeal is primarily driven by retail consumers, likely due to its off-road capabilities and lifestyle-oriented design.

The shift towards retail buyers for the Ford Ranger signifies its successful transition into a versatile mid-size pickup that appeals to a broader audience. This trend highlights the Ranger’s ability to cater to both personal and professional needs, offering a blend of practicality and lifestyle appeal. Ford’s focus on retail customers for the Ranger positions the truck for continued success in the competitive mid-size pickup segment.