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Toccoa

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JimmyDean

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I want a 2 door, same wheelbase as teh 2dr bronco. so a tiny bitty bed. just like the original half cabs.
 

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For now get a partner to engineer a bulked (very "traditional" as Gen ! had it), and let other partners do the tops - it is going to happen anyway, Ford might as well add their structural knowledge and control it.
If it is popular, go Bronco pick-up.
Mopar made a very expensive dealer conversion to Wrangler Unlimited for years - then went high margin Gladiator.
Why sell them a Ranger when you can double your profit with a Bronco Pick-up?
 

Judge Rufus

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The argument that it would compete against Ford's other truck brands is not a good one. And the argument that the Gladiator is in a niche market, so it isn't attractive, isn't a good argument either.

Ford can variabilize it's production to meet demand, whether it's the Ranger, Maverick or the Bronco truck. And yes they should want to go after Jeep's Gladiator market.

Does Nike only make six types of running shoes?
 

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Is there really room for a Ranger, Bronco truck, and a Maverick in Ford's lineup? Seems like they would all steal sales from one another.
They would to a certain extent, but at higher margins on the Bronco end.
 

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JaxGtc

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Why is everyone saying the Gladiator is a sales failure? They moved 77,542 units in 2020 which was a ~94% increase YoY from 2019. It's a high margin vehicles since it heavily based on the wrangler and is expensive for what it is. Why would Ford not want to get in on that?
Thats probably not much less than where Bronco will be after the rush. Bronco and Ranger probably co-exist in the 100k a year range each?
 

Montana Bronco

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1611089589439.png

I’d be remiss if I didn’t show my Trail Truck concept off. Very limited market for sure, but it would not compete directly with Ranger or Maverick unless they gain single cab models. It would also require the least amount of custom parts to make it happen; as it is based off of the 4DR. Not going to happen, but it would be cool nonetheless.
I would buy that in a heartbeat.
 

Lifeliberty

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That Bro pickup is fugly.
I saw a jeep pickup yesterday on the road...fugly
Bronco needs to focus on Broncos, and by that i mean the full size 2. door. This whole trying to do everything and please everyone is what's going to kill the idea of what a bronco is. What's next, a minivan bronco? Oh wait, i guess they already are making a 4 door...
Ridiculous. Keep the Bronco and keep the Ranger. That bronco pickup, while it is an interesting idea, is not a very good one.
The jeep pick up is atrocious and i just laugh whenever i see one

For over 30 years, when you said the name Bronco, people knew you were taking about a short wheelbase 2 door capable 4x4. It was very specific to one line. That specificity is what grew the bronco name and created nostalgia for the brand. I think throwing in other vehicles is going to kill what bronco means to people. It's going to be watered down and flavorless, eventually it will lose its meaning. Even now, people cannot tell the difference between a bronco and a bronco sport...shameful.
 
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Rogues Gambit

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Worse, the Gladiator has poor sales right now.
Why copy failure?
Hopefully that translates into my bud getting a great deal on a Dizzil.

It's that or he can choose anyone of these "Unique" Vehicles with a smul Diesel
Ford Bronco 2023 Bronco Pickup Rendering 1611774155682
 

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drive21bronco

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Ford Bronco 2023 Bronco Pickup Rendering 1611774155682

I’d be remiss if I didn’t show my Trail Truck concept off. Very limited market for sure, but it would not compete directly with Ranger or Maverick unless they gain single cab models. It would also require the least amount of custom parts to make it happen; as it is based off of the 4DR. Not going to happen, but it would be cool nonetheless.
They will never do it, but this would be really cool and yea fill a void in the lack of Regular cab Rangers and Mavericks.
 

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Looks good, but I think the ship has sailed on single-cab trucks. 1 1/2 cab is the bare minimum now and those are the low-volume sellers. Dual cab is the new preferred option.

It makes sense. We were in that boat 17 years ago. "I'd like a truck but I can't afford a truck as an extra vehicle. It needs to haul my family, too." Bang, SuperCrew it is.
You should look up CAFE regulations and see how our government colluded with the big three auto makers to build larger vehicles starting around ten to 15 years ago. You will learn much about what happened to the small mid-sized 2 door pickup truck market. It isn't that no one wanted a small 2 door truck so manufacturer's stopped making them. Our media and people have been spreading this rumor for several years now. People have been asking for the return of small pickup trucks since manufacturer's stopped making them 10 to 14 years ago. Manufacturers have been listening and are responding with new midsized pickup trucks but in a much longer and wider configuration than in the 90's and 2000's to meet fuel mileage regulations, hence the crew cab. Note that I did not say "to improve fuel economy.

I drove a 2 door short bed Chevy S10 when I was in college. It was the most practical vehicle for me at the time as it was inexpensive and got really good gas mileage. My first new vehicle was a '94 Chevy S10 ZR2 reqular cab short bed which I still have. It was the four wheeler of the year winner also that year.

Not everyone has a family to cart around and many off road enthusiasts would rather have a short wheelbase pickup to wheel off road rather than a boring family sedan replacement with a tiny open bed in the back that you have to cover with a tonneau cover or topper to keep your luggage dry and guarded.

I have been buying older small pickups for the past 10 years or so and fixing them up to tool around in. It's not long after I get them back up and running that someone approaches me in a parking lot wanting to buy it. My latest is a 2004 Ranger which I just put new tires on and the guy at the tire shop wanted to know if I'd sell it.

The small pickups are getting harder to find, especially in decent shape as they are getting very popular again.

Check out TFL's baby Yota project.
 

timhood

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You should look up CAFE regulations and see how our government colluded with the big three auto makers to build larger vehicles starting around ten to 15 years ago. You will learn much about what happened to the small mid-sized 2 door pickup truck market. It isn't that no one wanted a small 2 door truck so manufacturer's stopped making them. Our media and people have been spreading this rumor for several years now. People have been asking for the return of small pickup trucks since manufacturer's stopped making them 10 to 14 years ago. Manufacturers have been listening and are responding with new midsized pickup trucks but in a much longer and wider configuration than in the 90's and 2000's to meet fuel mileage regulations, hence the crew cab. Note that I did not say "to improve fuel economy.

I drove a 2 door short bed Chevy S10 when I was in college. It was the most practical vehicle for me at the time as it was inexpensive and got really good gas mileage. My first new vehicle was a '94 Chevy S10 ZR2 reqular cab short bed which I still have. It was the four wheeler of the year winner also that year.

Not everyone has a family to cart around and many off road enthusiasts would rather have a short wheelbase pickup to wheel off road rather than a boring family sedan replacement with a tiny open bed in the back that you have to cover with a tonneau cover or topper to keep your luggage dry and guarded.

I have been buying older small pickups for the past 10 years or so and fixing them up to tool around in. It's not long after I get them back up and running that someone approaches me in a parking lot wanting to buy it. My latest is a 2004 Ranger which I just put new tires on and the guy at the tire shop wanted to know if I'd sell it.

The small pickups are getting harder to find, especially in decent shape as they are getting very popular again.

Check out TFL's baby Yota project.
I don't think it's the conspiracy you make it out to be. Two doors in any form are just not going to sell in near the numbers as a four-door. The Bronco is an outlier and it's still pretty low. The previous-gen Bronco died 26-odd years ago because it was two-door-only. It was replaced by a series of four-door vehicles that effectively replicated the purpose in various sizes (Explorer, Expedition, Excursion). The two-door Explorer was around for a short while, but itself died due to low demand.

In most vehicles offering both two- and four-door models, the footprint between the two is nearly the same. This is especially true for pickups where regular cab, SuperCab and SuperCrew sizes generally trade bed for cab. SuperCrew = large cab, small bed. SuperCab = smaller cab, larger bed. Regular cab = long bed. There are some variations in footprint, but the point is people can buy a two-door F-150 but they rarely do. In fact, the only way to get a small F-150 is in the two-door, yet it still is vastly outsold by the SuperCab which is outsold by the SuperCrew. It's not about not being able to get a small truck, it's that most buyers can't afford to have one vehicle perform exclusive duties. Factor in the MSRP of vehicles today and it's even more relevant.

The reason why you can't get a mini pickup like you could in the '80s is the same reason why a Honda Civic today is two sizes larger than an Accord was back when the last Bronco was around: vehicles have gotten larger. And larger. And larger. Three class sizes in three generations.

Good news: if you really want a smaller pickup, there's a Maverick (and likely other competitors) coming soon to a showroom near you. It will be based off the Bronco Sport platform, so it won't be any larger than the previous-gen Ranger. Alas, it won't come in a two-door option because there's no demand for it.
 
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skiptheroad

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I don't think it's the conspiracy you make it out to be. Two doors in any form are just not going to sell in near the numbers as a four-door. The Bronco is an outlier and it's still pretty low. The previous-gen Bronco died 26-odd years ago because it was two-door-only. It was replaced by a series of four-door vehicles that effectively replicated the purpose in various sizes (Explorer, Expedition, Excursion). The two-door Explorer was around for a short while, but itself died due to low demand.

In most vehicles offering both two- and four-door models, the footprint between the two is nearly the same. This is especially true for picks where regular cab, SuperCab and SuperCrew sizes generally trade bed for cab. SuperCrew = large cab, small bed. SuperCab = smaller cab, larger bed. Regular cab = long bed. There are some variations in footprint, but the point is people can buy a two-door F-150 but they rarely do. In fact, the only way to get a small F-150 is in the two-door, yet it still is vastly outsold by the SuperCab which is outsold by the SuperCrew. It's not about not being able to get a small truck, it's that most buyers can't afford to have one vehicle perform exclusive duties. Factor in the MSRP of vehicles today and it's even more relevant.

The reason why you can't get a mini pickup like you could in the '80s is the same reason why a Honda Civic today is two sizes smaller than an Accord was back when the last Bronco was around: vehicles have gotten larger. And larger. And larger. Three class sizes in three generations.

Good news: if you really want a smaller pickup, there's a Maverick (and likely other competitors) coming soon to a showroom near you. It will be based off the Bronco Sport platform, so it won't be any larger than the previous-gen Ranger. Alas, it won't come in a two-door option because there's no demand for it.
Don't confuse the suv market with the pickup truck market as they traditionally serve very different purposes.

I have no interest in a Maverick as it would be extremely useless for my needs. My mother had an original Maverick in the early 70's for less than a year which was defective. She swapped it for a '73 Bronco.

The truth is if manufactures still made compact trucks people would still be buying them. I didn't say they would sell as many as family haulers but there is still a market for them.

The big three auto manufacturers would have folded if they where forced to make light trucks as fuel efficient as their passengers vehicles. Ask yourself why they have stopped making family sedans. Its not because no one was buying them. Its much easier, less competitive, and more profitable for the manufactures in North America to make larger light trucks and suv's. What we are seeing today is a morphing of the family sedan and the pickup truck. Many people justify such a vehicle as a jack of all trades transportation vehicle but it really doesn't perform any single task as good as the originals. So buy one if you are willing to accept the trade offs, which many people are, or one could say, many people are forced to due to lack of choice. Proof of this is the Ford SportTrac, part suv, part pickup. It didn't sell well due to other vehicles on the markets that performed their intended task better. If Ford comes out with a Bronco pickup, it will most certainly be a crew cab with a tiny limited use bed. They won't offer a single cab short bed option as it would sell and negatively offset CAFE penalties.

We as consumers are really not much better off regarding fuel economy of the vehicles we drive today. My '94 Chevy S10 ZR2 4x4 averages 22 mpg on the highway with a 4.3 liter V6 in part because it is small. In 27 years, one would think that we'd be a little farther ahead in the few economy game but we really aren't.

The bigger the footprint of the vehicle the less manufactures are punished by the CAFE regulations, especially if it's a "light truck". Read the attached article back from 2012 and you will learn the real story of why all we see on the car lots these days are crew cab pickups with tiny beds.

https://www.thetruthaboutcars.com/2012/10/how-cafe-killed-compact-trucks-and-station-wagons/
 

crashmc2

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Is there really room for a Ranger, Bronco truck, and a Maverick in Ford's lineup? Seems like they would all steal sales from one another.
I feel like there would be more room for a Bronco pickup that looks a bit more like the Defender 110 double cab pickup. Basically just turn the 4 door's storage into a slightly bigger pickup bed. The Gladiator is EXTREMELY mis-proportioned. Hopefully Ford doesn't follow suit.

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