More "Bronco" models from Ford? We'll see.
Few automotive brands are as valuable as Jeep, which as of a few years ago carried a value greater than that of its parent, Fiat Chrysler Automobiles. Never mind how a vehicle brand can be worth more than the company that owns it; Jeep's impressive (theoretical) price tag illustrates just how valuable utility vehicle brands have become these days, especially when they've got a rugged, adventurous image to sell.
It isn't too surprising, then, that Ford is reportedly looking at building out "Bronco" into its own full-fledged off-road vehicle brand, depending of course on how well the forthcoming 2021 Ford Bronco SUV and Bronco Sport compact crossover fare in the market.
"We'll start with the three models that we have," Ford's US Marketing Manager, Mark Grueber, recently told Automotive News. "We will continue to look to where there's customers we could satisfy with Bronco and how to continue to expand the brand in the future."
Don't go getting too excited; Grueber's "three models" comment counts the two-door and four-door Bronco SUVs as different models. There isn't some secret, previously undiscussed third Bronco joining the fray. But in the past, rumors have circulated regarding a potential Bronco pickup, meant to compete directly against the new Jeep Gladiator, although we wouldn't necessarily hold out for such a model.
It seems more likely that Ford would expand Bronco's lineup of crossovers and SUVs, if anything, perhaps developing a midsize off-road crossover built on the same platform as the Ford Edge, or a rugged battery-electric SUV to take on GM's forthcoming GMC Hummer EV. Given Ford's relationship with EV manufacturer Rivian, which had been set to produce an electric luxury SUV for Ford's Lincoln brand, such a vehicle could even use Rivian's very capable EV architecture.
The all-new, 2021 Ford Bronco is set to be unveiled on July 13, after a lengthy wait; the vehicle was first announced way back in 2017 at Detroit's North American International Auto Show.