Jeep and Chevrolet's Reaction to New Ford Bronco

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FORD BRONCO: COMPETITION SHOWS LITTLE CONCERN FOR UPCOMING SUV

https://www.musclecarsandtrucks.com/ford-bronco-competition-shows-little-concern-for-upcoming-suv/

November 11, 2019

The 2021 Ford Bronco will be officially shown during the “Spring of 2020,” which we believe will be just in time for the Detroit Auto Show, now happening in early June, just after the Detroit Belle Isle Grand Prix. The 4×4 off-road oriented American SUV is expected to be a fierce competitor to anything that could be considered its rival, such as the Jeep Wrangler and Toyota 4Runner. Tangentially, the Chevrolet Colorado ZR2 pickup truck could deal with new Bronco cross-shopping, as well.

So we asked folks from FCA and GM how they feel about the inbound Ford Bronco. At least outwardly, nobody seems to mind.

“We’re always in tune with the industry with what’s going on with other OEMs and what suppliers and customers are doing, but our focus is Wrangler and optimizing that… we’re not in a place where we’re reacting to others,” said Kim Mathers, head of Mopar performance and accessories, during a 2019 SEMA backgrounder event, pertaining to the various functions and accessories the Ford Bronco is expected to have.

“If we’re doing our job right, it doesn’t matter what the others do,” she continued.

To the credit of Mopar, Over 90 percent of Jeep Wrangler SUVs have at least one Mopar accessory, while the Gladiator has more than $1,000 in accessories per vehicle, and trends above even the mighty JL Wrangler when it comes to customer personalization.

Crosstown rivals from Chevrolet are also observing, but not outwardly alarmed.

“I guess when (the Bronco) gets here, we’ll evaluate what that means,” said Chevrolet Silverado marketing manager Hugh Milne on the SEMA Show floor.

While the Colorado ZR2 stands as one of the most capable off-road vehicles on the market today, General Motors will continue to avoid offering a mid-size off-road SUV, as most recently such a vehicle was axed during the company’s latest restructuring shakeup a year ago, which we originally reported on.

While the new Bronco was not at the SEMA Show, Ford Performance announced that it will enter the Baja 1000 desert off-road race with the Bronco R prototype racer with a production architecture and production-based EcoBoost engine. Outwardly, the race truck’s sheetmetal hints at what’s to come. Watch this space for more Bronco news as it happens, because it’s definitely not stopping anytime soon.



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Chevy is observing but not alarmed. The same Chevy that made fun of Ford's aluminum truck beds... and then came out with a carbon fiber truck bed. The same Chevy that made fun of Ford's turbocharged V6s in trucks, then came out with a turbo 4 cylinder in their trucks (which at the same 2.7 liter displacement gets smoked by Ford's 2.7 liter).

$5 says GM is gonna come out with an "offroady" SUV or at least trim for some square wheel well contraption in the next 2-3 years following the Bronco :D
 

Nanook

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Chevy has to worry about the Gladiator taking its Zr2/Bison sales and they just released the car based blazer. They can’t afford to think about the Bronco.
 

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Admitting they are worried would be marketing gold for the Bronco. Can’t expect them to express any worry about Ford’s plans publicly.
 

vr00m_vr00m

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How do people like this stay employed?
Simple.

They've been aware of it for a while and probably have a better idea of what it'll look like. The statement you quoted was referring to how well it'll do in sales. If it bombs GM doesn't have shit to worry about. If it succeeds GM is probably gonna kick itself in the ass.
 

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Here’s GM’s actual response to the question (didn’t take long for this report):

“General Motors is reportedly mulling a second life for the Hummer, a street-legal adaptation of a military truck initially made famous in the first Gulf War. The plan could involve creating a hybrid or electric version.”

https://www.cnbc.com/2019/11/13/gm-killed-the-hummer-then-suv-sales-surged.html

GM killed the Hummer, then SUV sales surged
PUBLISHED WED, NOV 13 20199:13 AM EST

An unprecedented, strong and sustained surge in sales of sport utility vehicles and trucks has automakers scrambling for new ideas.

And sometimes the best new ideas are old ones. As Ford and Fiat-Chrysler bring out new products marketed under old brand names, fellow Detroit automaker General Motors is reportedly mulling a second life for the Hummer, a street-legal adaptation of a military truck initially made famous in the first Gulf War. The plan could involve creating a hybrid or electric version, in keeping with GM’s previously stated goal to create an “all-electric future.” GM did not comment on the reports to CNBC.

The Hummer, produced by U.S. defense contractor AM General, was brought to the United States thanks in part to the lobbying efforts of Hollywood action star Arnold Schwarzenegger. The Terminator actor saw a convoy of extremely rugged and capable military trucks called Humvees while filming a movie in the 1990s and immediately wanted one, according to the book “High and Mighty: the Dangerous Rise of the SUV.”

AM General was convinced to produce a civilian facsimile of the Humvee and called it the Hummer.

The vehicle made a splash in popular culture, and also reportedly was a high-margin product for AM General, even as it courted controversy for being a gas-guzzling status symbol. GM bought the Hummer brand in the late 1990s, and broadened the lineup with more smaller, more affordable versions. But the automaker axed the brand as it descended into bankruptcy in 2009 and watched truck sales flag in the face of high fuel prices.

Bringing it back would give GM a more direct competitor to the immensely popular Jeep Wrangler, and the upcoming Ford Bronco. Bringing it back as an electric would help take the sting out of the vehicle as a gas-guzzling symbol of excess.
 

Nickp

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Here’s GM’s actual response to the question (didn’t take long for this report):

“General Motors is reportedly mulling a second life for the Hummer, a street-legal adaptation of a military truck initially made famous in the first Gulf War. The plan could involve creating a hybrid or electric version.”

https://www.cnbc.com/2019/11/13/gm-killed-the-hummer-then-suv-sales-surged.html
I’m not a bumper sticker guy but I might have to get this one if they bring the hummer back...
27C960FB-2E42-4327-B98F-C014994F78A8.jpeg
 

rkj__

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I didn’t expect them to stick their heads in the sand and deal with it later.
GM is a business, and they are interested in profits. They don't care about being the sales leader, if it takes cutting profit per vehicle to boost sales. They don't care to have the coolest vehicles, if they won't sell.

Hard to blame them, considering how many times they have dealt with bankruptcy.
 

rkj__

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I’m not a bumper sticker guy but I might have to get this one if they bring the hummer back...
Sure, they're always "mulling." Call me when they announce something.

I'm just happy the ZR2 made it to market.
 

Midnight Blue

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GM is a business, and they are interested in profits. They don't care about being the sales leader, if it takes cutting profit per vehicle to boost sales. They don't care to have the coolest vehicles, if they won't sell.

Hard to blame them, considering how many times they have dealt with bankruptcy.
GM would be more profitable if they weren’t always playing from behind. And even when they get it right, like the Volt, they find a way to make it into a turd and kill it.
 

rkj__

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GM would be more profitable if they weren’t always playing from behind. And even when they get it right, like the Volt, they find a way to make it into a turd and kill it.
Being on the cutting edge is risky. Playing follow the leader comes with lessened rewards, but lower risk.
 



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