I heard the same as Rangers484. Declining market share.
Heard several comments that why not keep the Ranger, offer a crew cab option, facelift it to look more like F150, and rebadge it the F-100. Total sales would increase as you would have a model that would work for almost all customers. Ford ads could still state that we sell more F series Pickups than any other make or model.
I have several Farmer friends who have Extended cab full size pickups and they say my Trac still has more seating and better visibility than their cab and a half full size pickups and they like riding to Farm shows in mine.....wait maybe they just say that as I am burning my gas ? (GRIN)
I was Parts Mgr at a Ford Dealership for 31 years and have lost count how many Courier's then Rangers and now a 2007 Sport Trac w/ 110,000 miles that I have had.Trying to make Trac last as long as I can drive. "Wife tells me since I am 73 that may be closer than I think !" Anyway, I love F-150's , just more truck than I need . My wife and sister and law who are 74 and 72 would have trouble with entry height of F-150. We now live in a Condo but still have a little farm ground out in country . I have some weed cutting equipment chain saws, tools, Trac and Van in the garage. A F-150 would really crowd the garage.
I had a large wholesale business when I worked at Ford Dealership so am good friends with GMC and Chevy Dealers here in town who were good wholesale customers of mine. If I had to trade the Trac I would give the new Colorado or Canyon that's coming more than a good look !