Ford announces Bronco will be a brand, not just an SUV

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Thread: Ford announces Bronco will be a brand, not just an SUV

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    Ford announces Bronco will be a brand, not just an SUV

    Ford announces Bronco will be a brand, not just an SUV
    The SUVs will be joined by off-road experiences, online forums and more
    JAMES RISWICK
    Jul 6th 2020
    autoblog.com

    We knew there would be a new Bronco. In fact, we knew it was even going to have a little brother. What we didn't know was that "Bronco" would be its own comprehensive sub-brand.

    Obviously, it consists of the vehicles themselves, confirmed to be the 2021 Bronco two-door and four-door, plus the Bronco Sport compact crossover. You can get a taste of those in the teaser image above before they're officially revealed July 13 at 8 p.m. Eastern. However, they will exist on their own island within the Ford sea and satisfy a specific ethos of "Built Wild," a sort of mixture of Ford trucks' "Built Ford Tough" and Jeep's Trail Rated designation.

    Unlike Ford's current crossovers and SUVs, the "Built Wild" Broncos will have undergone elevated torture tests in the lab, proving ground and real world; come standard with four-wheel drive and a terrain management system; and have the "confidence to go over any type of terrain." Each will also share a common design language separate from other Fords and offer more opportunities for personalization.

    CONTINUE AT LINK ABOVE

    Image courtesy of, and credited to, autoblog.com
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    GMI Staff Member Premium Member nadepalma's Avatar
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    Re: Ford announces Bronco will be a brand, not just an SUV

    Quote Originally Posted by autoblog.com
    Now, to clarify, they will officially be called the "Ford Bronco" and "Ford Bronco Sport," but there will be a Bronco emblem on the front rather than a Blue Oval. Think Mustang rather than Lincoln. Or, within the off-roader realm, a Land Rover Range Rover rather than a Jeep or Ram.
    Quote Originally Posted by autoblog.com
    In total, Ford seems to have borrowed a little from Jeep, a little from Land Rover and a little from itself to create something that's new, distinctive and reasonably authentic. Of course, we still need to see that actual Bronco trio to really know how successful it is, but at least we only have a week now to wait.
    Seems like more confirmation of what we always suspected, but done in such a way as to make it their own experience and identity. Kudos to them for taking that risk.

    Brand v. "Sub-Brand" designations aside, there are some obvious lessons to extrapolate from here in the larger (and long-term) handling of GMC/Denali, GMC/Hummer, the Corvette, etc. Having a "brand within a brand" is nothing new. But nurturing it to its full potential can mean the real difference between outright successes like "Prius" within Toyota or "Ranger Rover" within Land Rover --- versus "Geo" within Chevrolet, "Opel" within Buick [during the 1970s] or "Merkur" within Mercury [during the late 1980s], etc.

    Let's hope someone at GM is watching and taking notes.
    Last edited by nadepalma; 07-06-2020 at 09:54 AM.
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    Re: Ford announces Bronco will be a brand, not just an SUV

    Ford showing befuddled GM 'lectrics how it needs to be done.

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    Re: Ford announces Bronco will be a brand, not just an SUV

    Interesting teaser video:


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    Re: Ford announces Bronco will be a brand, not just an SUV

    Not the first time Ford tried it, in the Great White North we had once the Meteor brand who was in some years Ford bodies with Mercury interiors or Mercury bodies with Ford interiors.
    https://www.macsmotorcitygarage.com/...r-and-monarch/
    http://www.brewtowncruisers.com/CanadianMercurys.htm
    https://www.curbsideclassic.com/auto...nding-history/

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    Re: Ford announces Bronco will be a brand, not just an SUV

    Finally a direct Jeep competitor. I think these are going to be big hits and made in Michigan. GM misses a huge opportunity not building something like this under GMC.
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    Re: Ford announces Bronco will be a brand, not just an SUV

    The combined reveal is great, launching an entire sub-brand gives them a chance to really clarify what it means to share the name on several classes of products. I noticed however that the Sport is getting a bunch of hate in that profile shot because it contrasts so notably against the Bronco Prime. They will sell a ton regardless, especially when they see it.

    If all the Broncos are hits, it could popularize the traditional SUV form now that the Crossover SUV is the standard vehicle design.

    Very telling is that Jim Farley even said that "Today's uninspired SUV landscape needs Bronco's ingenuity".



    Hopefully we'll eventually see a full-size Bronco based on the F-150/Raptor, although there is no reason to believe they are working on any other models with the name right now. The Maverick pickup is probably going to stay "Maverick".

    I do appreciate the broader view of Ford's lineup moving forward with mostly strong iconic brands on every vehicle, nothing anonymous or ephemeral. Bronco, Mustang, F-150, Explorer, SuperDuty, Transit, Ranger, Escape, Expedition. EcoSport and Edge are probably the only brands that could use some sprucing up or successors. Maverick pickup will be another big one since it ushers in a new category which should cement it pretty quickly.
    Last edited by BORG; 07-06-2020 at 02:35 PM.

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    Re: Ford announces Bronco will be a brand, not just an SUV

    Meanwhile GM cant figure out if expanding the Corvette brand will work or not.
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    Re: Ford announces Bronco will be a brand, not just an SUV

    Quote Originally Posted by sdotjeezy View Post
    Meanwhile GM cant figure out if expanding the Corvette brand will work or not.
    I don’t recall GM ever saying that corvette will become a brand or not. So it seems your statement is based on speculation and nothing more. How about letting this thread be about bronco

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    Re: Ford announces Bronco will be a brand, not just an SUV

    Quote Originally Posted by samesun View Post
    I don’t recall GM ever saying that corvette will become a brand or not. So it seems your statement is based on speculation and nothing more. How about letting this thread be about bronco
    As quoted by Motor Trend, Barra reportedly said “you have to be really careful…” and later said, “I’m not going to say never, but I think if General Motors were to ever do anything, we would assess it very, very carefully.”

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    Re: Ford announces Bronco will be a brand, not just an SUV

    Quote Originally Posted by samesun View Post
    I don’t recall GM ever saying that corvette will become a brand or not. So it seems your statement is based on speculation and nothing more. How about letting this thread be about bronco

    Its Gminsidenews...I figured itll be a good idea to tie this into something about GM, Oh well.

    Ok....its a great idea to expand a popular model into a sub brand...similar to what they're doing with Mustang, they're taking a name which would under normal circumstances be tied to a niche model and using its Essence of sorts to move more mainstream offerings.
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    Re: Ford announces Bronco will be a brand, not just an SUV

    The video's are amazing. Any advertisement that gives me shivers is very special.

    I'm even more excited to see the reveal.
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    Re: Ford announces Bronco will be a brand, not just an SUV

    Quote Originally Posted by Extreme4x4 View Post
    The video's are amazing. Any advertisement that gives me shivers is very special.

    I'm even more excited to see the reveal.
    It's the same with me. The anticipation is getting to me. I probably won't be able to afford one at this point, but just the fact that they're doing the Bronco as they are is special.

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    Re: Ford announces Bronco will be a brand, not just an SUV

    "The Countdown Is On.
    Join us for the debut of the all-new Bronco and Bronco Sport.
    Tune in July 13 at 8:00 pm EDT to ABC, ESPN or National Geographic, and reserve your Bronco at Ford.com/Bronco."
    .This copy and paste from an email I got this AM from Ford.

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    Re: Ford announces Bronco will be a brand, not just an SUV

    Quote Originally Posted by sdotjeezy View Post
    Meanwhile GM cant figure out if expanding the Corvette brand will work or not.
    Corvette is a world class sportscar. Leave it be. Watering it down as a sub brand would be a disaster IMO.
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