Notice: Trying to get property 'display_name' of non-object in /home/theproficientinv/public_html/wp-content/plugins/wordpress-seo/src/presenters/meta-author-presenter.php on line 40
Investor Strategy

Ford takes aim at Jeep with new Bronco SUVs

imageStock Markets11 hours ago (Mar 12, 2020 08:00PM ET)

(C) Reuters. Ford’s Bronco R race prototype debuts in the desert to celebrate the 50th anniversary of Rod Hall’s historic Baja 1000 win

By Paul Lienert

DETROIT (Reuters) – Nearly 55 years after the debut of the original Ford Bronco — and 24 years after the demise of the last one — Ford Motor Co . (N:F) is dusting off one of its treasured nameplates this spring in hopes of reviving a decades-old rivalry with Fiat Chrysler Automobile’s (MI:FCHA) popular Jeep brand.

Leading the charge is a trim new mid-size Bronco sport utility vehicle, based on the Ranger pickup. Ford insiders have hinted there are more Bronco models to follow, including a smaller, car-based Bronco Sport later this year, with rumors of a Bronco pickup and a high-performance Bronco Raptor said to be under consideration.

The automaker is slated to reveal details of the 2021 Bronco on March 17.

Since announcing the return of the Bronco three years ago, Ford executives have made it clear the latest edition is targeted at the long-lived Jeep Wrangler. The rivalry dates back to mid-1965, when the original Bronco was launched as a compact two-door SUV, aimed squarely at the Jeep CJ, the predecessor of the Wrangler.

But Ford does not intend to stop there. It sees the potential to build a franchise around the Bronco name, a feat accomplished by Jeep over a period of eight decades, though under at least six owners.

Beau Boeckmann, president of Galpin Ford in the Los Angeles area and one of the largest U.S. Ford dealers, said the return of the Bronco is the most exciting vehicle launch he has seen from Ford in a long time.

“I’ve had more people ask about this car than anything else we’ve launched,” he said. “I don’t see why Bronco’s potential wouldn’t be the same as Jeep’s.”

The Jeep family now includes six nameplates in North America, from the tiny Renegade to the new Gladiator pickup, with several additional models sold overseas and more coming.

The Jeep brand generates a huge share of Fiat Chrysler’s profit, analysts say. So much so that Morgan Stanley (NYSE:MS) analyst Adam Jonas three years ago estimated the Jeep brand alone was worth 120% of the parent company’s market value — more than $20 billion at the time.

Last year, Fiat Chrysler sold 1.5 million Jeeps globally, down from 1.6 million in 2018. That seems like a distant target for the resurrected Bronco, for which Ford has relatively modest aspirations: About 125,000 sales in its first year, suppliers say. Sales of the earlier Bronco peaked in 1979 at around 100,000.

Ford hinted at the general shape and size of the new Bronco last fall when it revealed a racing version called Bronco R.

The new model goes into production this spring at Ford’s Wayne, Michigan, plant. The 2021 Bronco Sport, which shares underpinnings with the Ford Escape, is slated for production this fall at Ford’s Hermosillo plant in Mexico.

Ford takes aim at Jeep with new Bronco SUVs

Disclaimer: Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. All CFDs (stocks, indexes, futures) and Forex prices are not provided by exchanges but rather by market makers, and so prices may not be accurate and may differ from the actual market price, meaning prices are indicative and not appropriate for trading purposes. Therefore Fusion Media doesn`t bear any responsibility for any trading losses you might incur as a result of using this data.

Fusion Media or anyone involved with Fusion Media will not accept any liability for loss or damage as a result of reliance on the information including data, quotes, charts and buy/sell signals contained within this website. Please be fully informed regarding the risks and costs associated with trading the financial markets, it is one of the riskiest investment forms possible.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Most Popular

Your daily news source covering investing ideas, market stocks, business, retirement tips from Wall St. to Silicon Valley.

Disclaimer:, its managers, its employees, and assigns (collectively "The Company") do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice.
The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2021 TheProficientInvestor. All Rights Reserved.

To Top