Despite the huge success achieved throughout all three generations, the sale figures for the Ranger declined during the 2000s. This was in part because of the increasing competition from both domestic and import rivals. Another contributing factor was the arrival of SUVs and crossovers, which targeted similar buyers. While Ford was planning to unveil the fourth generation, the recession of 2008 put a stop to these efforts. Instead, they have dropped the Ranger and focused on F-series trucks only.