Recently replaced my Wrangler with a Ranger, and I think the main reason we don’t see many has already been mentioned: the dealers have offered massive incentives on f-150s to the point where no one in their right mind would buy a ranger.
That is, until Covid hit. The trade in on my 9.5 year old tired wrangler was too good to pass up, but no full size incentives were to be found. The Ranger is far more compelling when all the trucks are going for MSRP. I had a great saleswoman looking out for me and she let me know exactly what the dealer had coming, so I didn’t have to wait for a factory order.
The ranger has a lot going for it. Better value for dollar in off road trim by far than the competition, and way better payload/towing in off road trim. The primary trade off is terrible back seat utility. And I mean worst on the market terrible. I’ll be ripping mine out soon.