MotorTrend talks about Bronco/Bronco Sport Naming Confusion

[V8 Voodoo]

I can't tell you the number of times I have had to explain the difference to people. I keep a bunch of photos on my phone now to show people the difference between the Bronco Sport vs. 2 door Bronco vs. 4 door Bronco.

Things I hear all the time:

"Did you get yours yet?"
"I see them all of the time on the road."
"My dealer has 4 Broncos on the lot! Just go to the dealer and get one and stop waiting for your order."
"I saw a Bronco today, it was underwhelming"
*me after explaining the difference* "well it still says Bronco, so it's a Bronco."

I've said it many times, I wish they would have called it something else. The whole "family" thing is confusing to the uninitiated. Exactly like the Mustang Mach - E. Don't even get me started on that....

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[HotdogThud]

Ugh… That’s as bad as adding a badge to your vehicle to make it look like a higher trim level…

What's wrong with this?

 

[HotdogThud]

Ford is sitting on so many nameplates.

Galaxie, Pinto, Ranchero, Tempo, Escort.

I mean, they called the Ranger Sport "Maverick" they should have called the Bronco Sport the Pinto

I think Ford would prefer if the Pinto name faded quietly into history...

 

[MorgansRun]

I hate they used Sport for the "baby" bronco name, and also that "sport" has cheapened nearly every vehicle since the 80's. I feel Ford is completely disconnected from what a Bronco Sport was, it used to be the premium package for the Bronco. My '72 Bronco was a Bronco Sport, Sport was the "fancy" trim package that featured chrome trim on the gauge cluster and knobs, and chrome trim in the headliner, also that it came with a headliner at all. There were also some suspension upgrades too like the dual front shocks. I think Bronco II would've aligned better with the heritage of the Bronco, but what do I know...

There was a generation or two (can't remember which) where the Explorer Sport was the base trim. Fast forward to today, and it's the fastest Explorer.

This is sorta different, but it kinda makes me appreciate Honda trim levels a bit more...dead simple: LX, EX, Sport, EX-L, Touring, Elite. (Not all are available for all models, however.)

 

[Newbie]

Please tell me where you got confused

 

[T-Bronc]

I think Ford would prefer if the Pinto name faded quietly into history...

Maybe "Pinto" can be a performance trim level on the Bronco Sport? (jk)

 

[AcesandEights]

It is a Bronco Sport. Get over it. The "big" Bronco isn't any more a Bronco than the Bronco Sport is a Bronco Sport. It's the name, end of story.

 

[Nickp]

Ford has already sold over 50k Bronco Sports this year. They are crying all the way to the bank lol.

 

[yelirny]

I get that people on this forum are hard core BRONO fans, but I dont see the big issue here from a mass branding perspective. Ford has an off road capable vehicle in the Bronco Sport, and they want to market/position it as such. A new name (Maverick, Pinto, Eagle, or whatever name you want to throw out there) would involve a lot of work and money to get the public to understand the position (if they ever would, plenty of examples of good cars dying a slow death because the positioning never landed). So they use a name that already has the established perception, and create a suite of vehicles to live within this sub brand.

Jeep is already established as an off road brand, so they can get away with Jeep Wrangler, Jeep Cherokee, etc and still have the public understand, these are off road capable SUV's. If Jeep didnt have that connotation, you may see them go with Wrangler Cherokee, Wrangler Renegade, etc.

It's the same reason Ford tabbed the Mach-E as a Mustang. They want the public to know this is a high performance sports car. The Mustang purists HATE this, but sorry, they only make up a tiny fraction of the population and Ford has its sight on making money and not just sucking up to fan boys.

Once the Real Bronco comes out, it wont be an issue (just like its not really an issue with the Mach-E and Mustang). In the mean time, the uninformed public will annoy the likes of us on this forum.

 

[RBF 1401]

The people who have bought Bronco Sports absolutely adore them. It is so much better and better-looking than a Subaru or a non-Wrangler Jeep.

Plus, the name Bronco Sport will make more sense how it will fit into the grand scheme of things once Ford starts expanding the "family"...

Extra-large overlander?
Extended-bed two-door?
Two-door half-cab?
Four door truck?
Third-row seat family size?
Beach buggy Bronco?

 

[PavementPrincess]

I feel like its a big tease and f-you for us soon-to-be Bronco owners. I dont tell many about my plans for that reason. I came out of the store to this the other day...

 

[MorgansRun]

I feel like its a big tease and f-you for us soon-to-be Bronco owners. I dont tell many about my plans for that reason. I came out of the store to this the other day...

Black lettering...most people won't know what it is from that angle.

 

[markregel]

https://www.motortrend.com/news/ford-bronco-sport-name-confusion/

Disclaimer: I absolutely love everything about the Bronco Sport.... except the fact that it's not a Bronco. So many people that I've told that I've had a reservation have said "I've seen a lot of them out on the road". A little frustrating but understandable since most people don't have the same level of obsession that I (we) do.

This topic usually comes up when someone wants to bash the Sport. It has also come up in various professional reviews, and their consensus is YES the Sport is deserving of the name Bronco. Sure it is a completely different vehicle, but the choice of name is probably a wise marketing decision by Ford. I'm waiting on a "real" Bronco, but I was following a Sport up Independence pass in Colorado and it was going like a bat out of hell. From what I've heard -- there is no shame in the Sport wearing a Bronco badge. Lighten up people.

 

[Heelabaloo]

Too bad they didn’t call it the Bronco Explorer, that would’ve tweaked even more people. Another missed opportunity…

 

[Andrew_EOD]

But here's the thing that stops me from really whining. The Mach E. If you are a dyed in the wool motor head and you have to call this thing a Mustang, well...I'm sorry.

Ugh. Mach E... I would have (EDIT) considered buying bought one if they would have just called it that. If there is a single person who honestly thinks we should be calling it a Mustang... Everyone else should stone that person.

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