Explained here is why the new Bronco and Bronco Sport could be Ford's next victory that they desperately need:
As this Detroit News story notes, it's another example of Ford leaning heavily into its heritage, something that has worked well with the Mustang and the trucks. As you probably know, old-school Broncos have been the rich hipster vehicle of choice for years, so it needs that energy around the new one:
It's also meant to give the Jeep Wrangler a much-needed black eye. Save for maybe the Toyota 4Runner, which is much bigger, the Wrangler doesn't have much in the way of direct competition despite its extreme popularity.
- When the new Bronco goes on sale in 2021, Ford will be looking to tap into that enthusiasm, as part of a strategy built around trucks and SUVs, and the technology that will define the auto industry's future: "What we need to do is leverage that history, but interpret it in a way that is very relevant and modern for today," said Dave Pericak, director of enterprise product line management for Ford's Icons division.
- Another reflection of the Blue Oval leaning into its heritage: it announced Monday that Bronco will be its own brand, with the tagline "Built Wild."
- The automaker will broadcast the virtual reveal of the Bronco across Disney’s broadcast, cable, digital and streaming properties, including ABC, ESPN, National Geographic and Hulu, during the first commercial break in the 8 p.m. hour on Monday.
And while the Bronco itself is a pretty conventional vehicle, there is a possibility of electrification down the line, says Dave Pericak, director of enterprise product line management for Ford's Icons division:
- The next question, then, is whether that means electrification is in the Bronco's future. There are no concrete plans for an electric Bronco at this time, but Pericak doesn't rule it out: "No product is not considered at some point in time for electrification or some version of some propulsion system that would enhance its performance."