Ford Needs The Bronco To Become A Hit, And Here Is Why

It's no secret that the Ford Motor Company needs some wins. Last year's launch of the Explorer was a production and quality disaster. It's struggled with a low stock price and generally negative views from Wall Street investors. The F-Series trucks have lost ground to Ram. Its 2019 profits were down 99 percent from the previous year. And no automaker is doing great during the pandemic.

One answer to this is the new F-150. The other is the new 2021 Ford Bronco. That's been teased out on the car blogs seemingly for the past 500 years now, but it's finally set to debut on Monday. It, along with its smaller, soft-roader crossover brother the Bronco Sport, will tap into Boomer and Millennial nostalgia and the all-important SUV market. It's a huge deal for Ford.
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MDarringer - 7/8/2020 12:27:56 PM

0 Boost

Given the pre-orders that inundated Ford, the Bronco is off to a good start.

scenicbyway12 - 7/8/2020 1:18:06 PM

+3 Boost

Really looking forward to a Wrangler/Bronco comparison test!

TomM - 7/8/2020 2:31:33 PM

+2 Boost

The new Bronco looks to me to be smaller as well as cheaper than a Wrangler.

The hit that FORD needs is for the F-150 to do well. THat is where they make their money - the Bronco will initially sell well - but it won't sustain that over decades - as the F 150 MUST.

carloslassiter - 7/8/2020 4:05:30 PM

+1 Boost

The new Bronco looks to me to be smaller as well as cheaper than a Wrangler.
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Where are you seeing evidence of either of these things?

MDarringer - 7/8/2020 4:20:38 PM

-1 Boost

Dumbass is off his Aricept again.

Truthy - 7/10/2020 9:53:38 AM

+1 Boost

Ford must execute this launch better than they did the Explorer, which was also very important to Ford's bottom line and still they mucked it up.
Plus, the F-150 is a mild update to an existing model. The Bronco line is all new.

MDarringer - 7/10/2020 10:09:36 AM

+1 Boost

To be frank, the Explorer--even if it had been launched perfectly--would have still cratered sales.

The Explorer is a total botch job. It wears 10-year-old styling. It's exceedingly expensive for what you get. It's agricultural in its refinement. The 2.3 EgoBoost huffs and puffs with a full load. The Aviator is excellent, but the Explorer feels like a prototype.

I'd argue that if the Explorer had attractive styling and correct pricing, the botched launch would have been forgotten.