Ford unveils a redesigned Ranger truck with new Raptor Performance models.

Detroit — ford motor on Wednesday unveiled a redesigned Ranger midsize pickup truck for the U.S., including a new Raptor Performance model.

The addition of the Raptor – starting at $56,960 – is part of Ford’s plan to add more high-profit variants to boost profits for the company. pour billions of dollars to electric vehicles.

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Ford Chief Executive Jim Farley told investors last month that special vehicles such as the Raptor share about 80% of parts with regular models, but contribute 30% higher contribution margins. “We have doubled our capital efficiency,” he said.

Ford expects the Raptor to account for about 10% of Ranger sales in the U.S., according to Gretchen Sauer, Ford’s pickup marketing manager.

“Raptor will be the top of our Ranger offering,” said Sauer. “We plan to increase the overall transaction price of the Ranger.”

Ford declined to disclose the Ranger’s current average transaction price. His Edmunds, an automotive research firm, reported it was around $41,300 as of last month..

Powered by a 3.0-liter EcoBoost V6 engine, the Ranger Raptor is now available as an F-150 full-size pickup and Bronco SUV.

Ford is also increasing the starting price for standard Ranger models that include additional tech and safety features. Prices for his entry-level XL model start at $34,160, up about 18% from his $27,400 for the current model. The Ranger Raptor increases the starting price of the vehicle’s top price by 34%. Prices include mandatory destination charges.

Orders for the 2024 Ranger will begin this month, with the vehicle expected to arrive at dealers later in the summer.

US sales of the Ranger Ford’s large F-series truck, the miniaturization of pickups is important to the Detroit automaker’s global sales. Ford produces this vehicle at his five different plants around the world and sells it in over 180 markets.

The Ford brand will sell more than 1 million pickups globally in 2022, and Ranger sales have more than doubled from a decade ago, surpassing 300,000 last year, according to the automaker. According to industry data, the Ranger is second only to the Toyota Hilux in global sales.

Jim Baumbick, Ford’s vice president of product development and quality, told CNBC: “We are clearly No. 2 in the world and have our sights fully set for the top of the podium.”

Ranger sales in the US were down about 40% last year. This is as the automaker battled supply chain problems and prioritized production of the Ford Bronco SUV, which saw sales. 3 times or more It will exceed 117,000 in 2022.