Up to $2,000 off a new Ranger is a good offer but you can do even better.
Product cannibalization is nothing new in the automotive market. It is especially prevalent these days when so many manufacturers are introducing subtly different models to have a presence in every micro-niche around.
Ford's reintroduction of its Ranger mid-size pickup may seem like a logical accompaniment to its existing truck offerings but not when it gets its pricing a little bit wrong.
According to a report by CarsDirect, for the month of April Ford is offering a $1,500 conquest bonus on top of its $500 rebate, which means you could get up to $2,000 off a new Ranger if you own or lease a 1995 or newer non-Ford product. There is also a 1.9 percent/60-month finance offer but you will forego the $500 rebate if you take it up.
It could still be the way to go as the interest payments on a standard 5 percent loan over the same 60-months could amount to $1,800.
If you prefer to lease your truck then it gets a bit more interesting, CarsDirect says that a 2019 Ranger XLT 4x2 SuperCrew works out at $424/month if you don't qualify for the rebate (something that Ford includes in its calculations) and that equates to just $17 less than what it would cost you to lease the larger F-150 STX 4x2 SuperCrew.
Now there is not much wrong with the new Ranger, but in the world of trucks bigger is better and the F-150 would be our choice. Rivals like the Toyota Tacoma and Chevy Colorado are also offering very competitive incentives so, as always, it is definitely worth doing your homework beforehand.