They buy it in droves over the Ranger since the Ranger is new.
Yep...and how long will Ford loyalists keep using that argument?
Ranger is a good enough truck...but it really doesn't offer much that isn't already offered by the existing midsized trucks. Based on its current price, I'd be surprised if it offers competition for the Colorado or Tacoma.
Back to perceptions vs reality...customer perceptions dictate pricing...perceptions are largely based on brand reputation.
Used Tacoma's and Tundra's retain their value better than used F-150's and Silverado's do. You can argue until you're blue in the face as to why that is, but the reality is that buyers place a higher value on Toyota's than they do most domestic trucks and 4x4's.