Buyer enquiry analysis: Can the Ford Ranger be stopped?

Popular with both business and private buyers, Australia’s fascination with the hay-hauler has continued to grow over the past 12 months.


Popular with both business and private buyers, Australia’s fascination with the hay-hauler has continued to grow over the past 12 months. The battle for sales supremacy is now the monthly domain of the evergreen Toyota Hilux and surging Ford Ranger, and forthcoming models such as the Mercedes X-Class and Renault Alaskan are attracting the impassioned online debate once reserved for home-grown RWD sedans.

Even motorsport players have taken note, with diesel-powered ‘Superutes’ hitting the racetrack in 2018 to complement the Supercars championship. With the increased interest in utility vehicles that can quickly transition from work to leisure duties, comes extensive model ranges that better cater to specific buyer needs.

In the following buyer analysis compiled from thousands of enquiries on carsales, we examine how interest in variants and specification grades differs across Australia’s most popular 4x2 and 4x4 utility vehicles.

4x2 segment

The 4x2 segment is one of the Australian market’s most cutthroat, yet the Ford Ranger has captured a significantly greater share of buyer enquiries over the past year. 28.5% of enquiries in this segment are now placed on the Ford Ranger, up from 19.6% a year earlier.

The entry XL variant proved the segment’s most popular, highlighting the price-conscious nature of personal and business buyers in this segment.
 


4x4 segment

With almost 1 in 2 enquiries (49.89%) on a 4x4 utility vehicle on carsales, the Ford Ranger is by far and away the most popular in this segment.

In stark contrast to the 4x2 segment, however, the model’s most expensive variant, the Wildtrak, proved the most popular. The continued dominance of the Wildtrak highlights the willingness of dual-cab buyers to purchase higher-specified variants.