This situation caught the Big Three off-guard, as they had only several models aligned with market demands of that time.
This made buyers turn their focus from big, gas-thirsty vehicles to smaller and more efficient variants. During the 70s, frequent conflicts in the Middle East hampered supply of crude oil and caused fuel shortages. This story, just like many other things in the automotive industry, starts with a crisis.
Throughout these years, it held a considerable market share and rack up respectable sales figures of over 7 million units sold. Ranger is Ford’s attempt in a crowded compact pickup truck, whose production spans for several decades and four generations.
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