Ford unveils new Bronco as off-road, open-air Jeep rival for under $30,000

The 2021 Bronco four-door Badlands sequence with accessible Sasquatch off-road package deal in cactus Gray.


Ford Motor is taking a run on the nation’s No. 1 off-road vendor, the Jeep Wrangler, with its extremely anticipated relaunch Monday evening of the Bronco SUV — a boxy utility automobile that developed a cult following after it was discontinued in 1996.

Ford is pricing the new Bronco beginning at $29,995, together with vacation spot expenses, simply $205 above a base Jeep Wrangler. Top-end fashions with further options and tools can high $60,000. A restricted “First Edition” Bronco mannequin begins at $60,800, in accordance with Ford’s web site.

The two- and four-door Bronco fashions, in accordance with Ford, are related in dimension to the Wrangler, which is repeatedly amongst Fiat Chrysler’s best-selling autos within the U.S. 

Ford initially confirmed its relaunch in January 2017, however followers had been awaiting the return of the Bronco for years earlier than then.

“It’s a long time coming. The market is waiting and ready,” stated Jeff Schuster, president of the Americas and international automobile forecasts for analysis agency LMC Automotive. The Bronco is the Jeep Wrangler’s first direct competitor since General Motors’ Hummer, which is being relaunched subsequent 12 months, was discontinued in 2009. “We expect this to stack up nicely compared to the Wrangler.”

The Wrangler was seventh in gross sales final 12 months amongst all compact SUVs and crossovers, in accordance with LMC.

Like the Wrangler, the new Bronco fashions function detachable roofs and doorways as effectively as greater than 200 factory-backed equipment. All Bronco autos, Ford stated, additionally will come customary with four-wheel drive. 

“With Bronco, Ford is making a clear push into the off-road segment of the [North American] SUV market,” Credit Suisse analyst Dan Levy wrote in a observe to traders Monday. “While we expect Wrangler to remain the leader in the off-road segment, we nevertheless see attractive opportunity for Bronco given its heritage.”

The Bronco, in accordance with Levy, would contribute practically $1 billion to Ford’s North American pretax earnings if gross sales reached 125,000 items. That’s based mostly on earnings per automobile of about $7,500. That would make the Bronco one among Ford’s most worthwhile fashions, in accordance with Levy.

The new 2021 Bronco household of SUVs embrace the Bronco two-door, Bronco four-door and Bronco Sport (left to proper).


Kumar Galhotra, Ford’s president of the Americas & International Markets Group, has stated the corporate initiatives it’ll promote a whole bunch of hundreds of new Bronco SUVs a 12 months.

“They’re going to add substantial volume to the company, and they’re going to be growth volume because none of the vehicles exist today,” Galhotra beforehand informed CNBC. “It is a net-add to the portfolio, net-add to volume and profitable volume.”

Ford unveiled its new “family” of Bronco off-road autos, together with a smaller Bronco Sport SUV, on-line with a video narrated by actor Bryan Cranston. 

“This time it’s not just one horse. It’s a whole family,” he stated as the autos scaled rocks and drove by treacherous terrains. “Built with the toughness of an F-Series and spirit of a Mustang; built to be the future of off roading.”

The autos had been additionally revealed by a partnership with Disney on ABC, ESPN and National Geographic throughout their eight p.m. broadcasts. Each advert was distinctive to the channel and featured a particular visitor.

Family of Broncos

The Bronco Sport is predicted to start arriving in dealerships by the top of this 12 months, adopted by the Bronco subsequent spring. Ford started taking $100 refundable deposits for the autos Monday evening.

Ford in contrast the Bronco Sport, which shall be constructed on a unique automobile platform than the Bronco, to a Jeep Compass, a much less truck-like compact SUV. The automobile is predicted to be extra mainstream than the Bronco however nonetheless have off-road capabilities, in accordance with Ford.

“This absolutely belongs in the family of Broncos and will surprise and amaze people,” stated Dave Pericak, Ford’s director of icon autos such as the new Bronco fashions. Ford, in accordance with officers, expects the Bronco and Bronco Sport to enchantment to completely different consumers. 

The Bronco, just like the Wrangler, encompasses a detachable roof as effectively as doorways that may simply be taken off, Ford stated. Four-door fashions come customary with a fabric tender high. Two-door autos include a regular three-section detachable roof system.

The 2021 Bronco two- and four-door fashions are anticipated to reach in dealerships spring 2021.


The Bronco Sport shall be powered by a 1.5-liter EcoBoost engine with a focused 181 horsepower and 190 pound-foot of torque or a 2.0-liter EcoBoost engine projected with 245 horsepower and 275 pound-foot of torque. Both engines are paired with an eight-speed automated transmission.

The Bronco will come customary with a 2.3-liter EcoBoost four-cylinder engine anticipated to ship 270 horsepower and 310 pound-foot of torque. A 2.7-liter EcoBoost V6 engine projected at 310 horsepower and 400 pound-foot of torque additionally shall be accessible. The engines are mixed with a seven-speed handbook transmission or 10-speed automated transmission.

The Bronco Sport shall be produced on the automaker’s manufacturing facility in Hermosillo Sonora, Mexico. The Bronco shall be produced at a plant in Michigan.

Year of icons

Using the Bronco identify on a number of autos is an element of a bigger plan by Ford CEO and President Jim Hackett to leverage the corporate’s most acknowledged and iconic manufacturers to guide its $11 billion restructuring.

“It’s a really big product year. I would say an unprecedented product year,” Galhotra stated. “We are building on products that are iconic.”

Ford final month unveiled the following technology of its F-150 pickup, together with a new hybrid mannequin, and introduced plans to resurrect a well known efficiency mannequin of the Mustang referred to as the Mach 1. It’s additionally utilizing the “Mach” identify for the Mustang Mach-E, an all-electric crossover that is anticipated to go on sale later this 12 months. An all-electric model of the F-150 is also scheduled to be launched within the subsequent two years.

The 2021 Ford Bronco inside consists of an accessible 12-inch infotainment system, non-obligatory leather-based trim seating, console – mounted transmission shifter/selector and G.O.A.T. Modes management knob.


Mark Grueber, Bronco shopper advertising and marketing supervisor, declined to touch upon any potential all-electric or hybrid variations of the Bronco. 

Ford’s Pericak stated one of many greatest challenges for his “icons” staff is balancing out the historical past of such well-known autos with extra fashionable design components and new tech-savvy options.

“The pressure is immense. It’s huge,” he stated. “It’s a constant battle to find the balance between leveraging the fantastic and rich heritage that we have with a lot of these nameplates but not living in the past. That would be a mistake.”

For the Bronco, that included holding traditional design components however including helpful options such as a new off-road navigation system, giant inside screens and as much as seven driver-selectable modes: regular, eco, sport, slippery and sand as effectively as mud or rock crawl modes for off-road driving.

“We’re going to separate ourselves a bit,” Pericak stated relating to Jeep. “We’re not afraid of competition. It’s about time we shake this up a bit.”

Ford is launching the Bronco subsequent 12 months with greater than 200 factory-backed aftermarket equipment for extra functionality and personalization.


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