Ford says it may expand off-road line beyond Bronco, Bronco Sport

DETROIT — Ford Motor Co. is not just introducing the Bronco and Bronco Sport subsequent week it is launching a auto line that could grow to incorporate much more off-road nameplates.

The automaker on Monday confirmed Bronco would be a subbrand, employing the “Built Wild” tag line. Executives as significantly back as early 2019 had been telling sellers its off-road offerings would be a “family” of automobiles.

That brand will incorporate two-doorway and four-doorway versions of the Bronco SUV, as nicely as the scaled-down Bronco Sport crossover, a name Ford confirmed Monday immediately after formerly referring to it as a little, rugged off-road utility.

There’s area to increase the Bronco line over and above those products, officials say.

“We’ll start out with the three products that we have,” Mark Grueber, Ford’s U.S. consumer marketing and advertising manager, mentioned on a connect with with media. “We will continue on to look to in which there’s clients we could satisfy with Bronco and how to continue on to increase the brand in the future.”

Ford is setting up to introduce a Bronco-dependent pickup in 2024, according to a forecasting organization, and the automaker is also setting up a compact, unibody pickup subsequent year, which reports have mentioned could be known as Maverick.

Dave Pericak, Ford’s director of icon automobiles, mentioned just about every design included to the brand have to are living up to the Bronco name.

“You can make the blunder with a family of automobiles if you just start out peppering that family with matters that never are living up to the core tenets with what it is you are setting up,” he mentioned. “All the things we do … it will have to are living up to that very same DNA and that very same target that the Bronco has, normally it does not belong in the family. We’re not just badge-engineering. It really is not the name that can make the auto, it is the auto that can make the name.”

Ford on Monday also formally announced the development of Bronco Nation, a Ford-certified on the web community that went are living before this year and will help link fanatics for trail rides and other meetups. Robert Parker, a retired Lincoln marketing and advertising executive and Bronco enthusiast, explained to Automotive News very last month that he advised on the site’s development.

As section of its bid to link fans, Ford mentioned it would build activities known as “Bronco Off-Roadeos,” which it described as outdoor experience playgrounds to help them study how to choose their automobiles off-road.