Dearborn's apparently making some major product shifts that could upset purists.Dearborn is supposedly shaking things up with its affordable pickup and SUV lineup. Following a recent press conference, new reports from Automotive News and The Detroit Bureau indicate Ford may do away with its signature midsize Ranger pickup.However, it's not fully going six feet under. Rather, the automaker's product planners are apparently shifting the lineup around to succeed the current Ranger. Importantly, it supposedly won't be badged as such.The Ranger may go full BroncoThe current Ranger as we know it may no longer be in the near future. - Credit: FordAccording to the latest report, Ford may be morphing the next-gen Ranger into a Bronco spin-off. This means a new midsize pickup from Dearborn is most certainly in the works.AdvertisementAdvertisementBut it apparently won't stick with its nomenclature when it arrives in the near future. Rather, Ford appears to be taking from Land Rover's playbook with its product and lineup hierarchy.Ford may be prioritizing its major nameplates, only to spawn off variants and build a totem pole of models. In other words, it would be a similar marketing move to how Land Rover sells its Range Rover, Discovery and Defender models as their own individual sub-brands.The Ranger's next-gen successor could morph into a Bronco spin-off. - Credit: FordIt's the same formula that's also given us the Range Rover and its variants, the Sport, Velar and Evoque (and soon, the Range Rover GT). It's also how Land Rover sells its Discovery range. The standard model sits at the top, while the smaller Discovery Sport complements the regular variant.Ford is trying to up the ante against the Toyota Tacoma and companyFord has apparently struggled to compete against the likes of the Toyota Tacoma, Jeep Gladiator and Nissan Frontier. - Credit: FordAll of this is apparently a part of Ford's plan to consolidate and simplify its SUV and pickup range. More importantly, it's meant to amplify the Ranger's market share and presence in the midsize pickup space. The Toyota Tacoma, Jeep Gladiator and Nissan Frontier all currently dominate the segment.AdvertisementAdvertisementIt's the same effort that will also apparently spawn a new Lincoln-badged luxury off-roader based on the revised Bronco. Because of Ford's profound success with the Bronco, which also overshadowed the Ranger, the company is looking to redirect some of that success toward the brand's next-gen midsize pickup.Speculation suggests the Bronco lineup could be expanding in the future. - Credit: Chris Chin"Ford has been siloing the Broncos as sport utility vehicles and then the trucks," Sam Fiorani told The Detroit Bureau, vice president of AutoForecast Solutions. "The Bronco has done well. They are potentially playing off that success and moving over to the pickup side to help Ford expand that share."However, Ford spokesperson, Mike Levine, countered these rumors: "We are not going to comment on future product speculation, much of which is inaccurate."Rumors suggest a new Bronco-badged Ranger successor could arrive before the end of the decade. In reference, Ford recently introduced the latest iteration of the Ranger in 2022.AdvertisementAdvertisementAbout the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).Want to stay up to date on the latest product news and releases? Add Gear Patrol as a preferred source to ensure our independent journalism makes it to the top of your Google search results.