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- Your Bronco Model
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I've been thinking about the Gladiator more and more these days, especially after seeing three different Gladiator RUBICON's at Yellowstone National Park last summer (all optioned to the max, beautiful clean paint, really cute matching luggage in each, no hint of their owners wanting to drive their $65K toys off the blacktop) and what that class of vehicle really brings to the JEEP brand.
https://www.thetruthaboutcars.com/2020/11/2020-jeep-gladiator-sport-s-review-poised-for-urban-life/
Does Bronco "need" to follow suit with an even smaller-market vehicle that isn't great off road, isn't great as a truck, and looks as cumbersome as the Gladiator? I would argue there is no business reason to do so. Covid has cost every manufacturer billions, dumping resources into these low-yield makes doesn't make sense. Ranger is a perfectly capable midsize truck, Maverick is rumored to be close to production for small truck, and Bronco looks to be more than capable of giving the fight to Jeep off-road (not in outright capability, but in that entry/mid-market basis) and with the pencil pushers.
- Is it a truck? If it is, it's a really poor choice as a truck
- Is it a off road beast? It has the kit, but again, it's form factor makes it a really poor choice
- Does it still drive like a JEEP (and all the negative that implies on-road)? Yea!
- Is the Gladiator simply another Ridgeline with a very select audience and unable to turn a profit even with $20K of options tarting it up? Probably
https://www.thetruthaboutcars.com/2020/11/2020-jeep-gladiator-sport-s-review-poised-for-urban-life/
Does Bronco "need" to follow suit with an even smaller-market vehicle that isn't great off road, isn't great as a truck, and looks as cumbersome as the Gladiator? I would argue there is no business reason to do so. Covid has cost every manufacturer billions, dumping resources into these low-yield makes doesn't make sense. Ranger is a perfectly capable midsize truck, Maverick is rumored to be close to production for small truck, and Bronco looks to be more than capable of giving the fight to Jeep off-road (not in outright capability, but in that entry/mid-market basis) and with the pencil pushers.
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