Is there a market for a next gen Bronco?

Mustang313

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Does it even make sense for Ford to build a new Bronco?

Yea the F-150 is a huge cash cow for them but seems they are more interested in making crossovers and SUVs.

Is there a market for a smaller truck?


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Wayne

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There's a huge hole in the compact pickup segment for a younger buyer who is looking for more affordable and more fuel efficient truck. The trend has already been going that way with the Chevy Colorado and GMC Canyon midsize pickups.

In order to be successful it's got to have as much as 25% better fuel economy than the full size pickups and cost $5,000+ less than the base model half-ton.
 

fourbyfour

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There is if they don't bring it back as a soccer mom SUV but as a true SUV capable of off-roading and towing duties. Reboots of popular nameplates always scares me... let's not bastardize the Bronco name please.
 

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Does it even make sense for Ford to build a new Bronco?

Yea the F-150 is a huge cash cow for them but seems they are more interested in making crossovers and SUVs.

Is there a market for a smaller truck?
100% there's a market. They can't make F-150's fast enough and they've crept up in price. Plus the Bronco would serve more SUV duties than F-150.
 

Stampede.Offroad

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Does it even make sense for Ford to build a new Bronco?

Yea the F-150 is a huge cash cow for them but seems they are more interested in making crossovers and SUVs.

...
Looks like you answered your own question. With the demise of sedans, not just at Ford, but from GM and other automakers who have been less dramatic about the change, what I think we're seeing is a move toward multipurpose vehicles. Consumers are taking the philosophical/moral/financial approach that they can't/shouldn't have multiple vehicles, so they need one that can do it all.

The Wagon/SUV body type of crossovers and SUVs fills that multipurpose niche very well. Sedans shirk most utility in favor of handling characteristics, trucks favor cargo capacity and durability, crossovers and SUVs fall in the middle.

The Bronco specifically falls a little closer to the truck end of the spectrum, but trades cargo capacity for maneuverability. Most people put nothing in the back of a truck 99% of the time, but travel through traffic and parking lots etc on a daily basis where maneuverability comes in handy -- and if you live or pursue recreation in rural or wild outdoor spaces that maneuverability translates to trees and rocks just as well.
 

BroncoRevital

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There is definitely a market. The most important thing though for Ford is to make it a two and four door model. Jeep is cleaning up in that market. What Ford can do to differentiate its self from the Jeep Wrangler is make it a little more civil yet still have the same off-road capabilities.

The crossover market is growing like no other and they have models for that. However, there is a market to be able to take that same type of vehicle out to remote places and for some to just have a tougher more capable look. Making the two door will give it that true off-road credibility and appease the purist and making the four door will give it the capability for families to have that same type of ability. Many people are looking for a tougher looking more capable vehicle but want the same civility they get from a crossover. Even trucks are becoming luxury vehicles these days as they are trying to give people this option. A vehicle that gives true off-road ability and a little more civility to it is a major niche people are looking for. The Bronco fills this perfectly. Its too bad its taken Ford this long to realize it but hey, better late then never.
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