The addition of the Raptor — starting at $56,960 — is part of Ford's plan to increase high-profit variants to boost its bottom line.
Ford CEO Jim Farley last month told investors that special variants such as the Raptor share roughly 80% of their parts with regular models but have 30% higher contribution margins, with a "twofold increase in capital efficiency."
Ordering for the 2024 Ranger opens this month, with vehicles scheduled to arrive at dealerships beginning in late summer., the smaller pickup is critical to the Detroit automaker's global sales. Ford produces the vehicle in five different plants globally to be sold in more than 180 markets. "Ford is going to be trying to decide at any given moment which is the vehicle to produce, but they can flex back and forth," said Stephanie Brinley, principal automotive analyst at S&P Global Mobility.
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