When Ford announced their intention to largely ditch passenger cars in April 2018, critics instantly wondered what products would fill the gaps left behind by the loss of vehicles like the Fiesta and Focus. As hindsight has shown, Ford didn’t really have any direct replacements lined up, aside from the aging EcoSport. And although the Ranger successfully launched around that time, the two years that followed saw the Blue Oval introduce replacements for existing models but little else, aside from the Mustang Mach-E, which is still months away from reaching showrooms.
With the official introduction of the new 2021 Ford Bronco and 2021 Bronco Sport, Ford has entered a new era. A period that will see the company dive head first into segments it hasn’t competed in for quite some time. Considering all the new information that’s available, they just might be able to pull it off, provided there aren’t any hiccups along the way.
The revived Bronco was perhaps Ford’s worst-kept secret of all time. There’s been steady leaks seemingly forever. But it’s finally here. Clearly, Ford looked to the original model for inspiration. But the new Bronco is also proportioned similarly to a 2004 concept that Dwayne “The Rock” Johnson requested be featured in the 2018 film Rampage. And that little tidbit is why you’re sitting here reading this post right now. Bronco enthusiasm never really faded away. It just steadily grew until reaching a fever pitch. Bronco restoration outfits are no joke and demand for first generation models in remotely decent condition fetches big bucks these days.
Why has Ford taken so long to reintroduce the Bronco? They didn’t have a suitable platform, until the Ranger was reintroduced in the US. The 2021 Bronco isn’t just about the launch of one utility vehicle. It’s essentially a test bed for future Blue Oval product introductions and branding for their new emphasis on lifestyle vehicles. That included a product blitz across multiple broadcast networks and the launch of an official enthusiast website. “Built Wild” is the mantra for the Bronco sub-brand, which will introduce even more vehicles in the future. But at its core, the offerings will share a similar exterior aesthetic, four-wheel traction, and off-road capability. Models that fall underneath the Bronco umbrella are also apparently subjected to additional quality and durability testing.
Additionally, you can already visit a dedicated Bronco page on Amazon because merchandising (which according to Spaceball’s Yogurt, is where the real money is made). Ford is also promising at least 200 accessories at launch for the regular Bronco and at least 100 for the Bronco Sport.
Pomp and circumstance aside, in order to effectively launch a modern off-roader, Ford needed to offer a truly substantial vehicle. It appears they delivered on that front. The 2021 Bronco will feature an open air cabin without any type of roof support structure between the B-pillar. Doors are frameless and can be stored out back in provided storage bags, at least on four door models. On two door models, two of the three removable roof sections will be able to be stored in the rear cargo area. Owners that want flexibility between having a hard or soft top won’t have to choose as they can keep both, provided it’s a four door model. Body mounted side mirrors are another distinct advantage over the competition. It will also have standard side curtain airbags, which the Jeep Wrangler currently lacks.
Mechanically speaking, the Bronco will also more than hold its own against the Wrangler. Two engines will be available at launch. Standard is Ford’s 2.3 liter four cylinder EcoBoost, which is rated at 270 horsepower and 310 Ib-ft of torque. The optional 2.7 liter EcoBoost promises 310 horsepower and 400 Ib-ft of torque. That latter engine is much bigger news. Jeep’s 2.0 liter turbo and Pentastar V6 can’t match it. And while the optional EcoDiesel boasts 440 Ib-ft of torque, it comes up short by fifty horsepower and costs $6,000 extra. Ford will also back it up with their 10-speed automatic, which has two more forward gears than the ZF unit in the Wrangler. One big caveat to all this is that Ford has not disclosed weight figures for the Bronco. The Bronco sits on an updated version of the T6 platform that is currently used on the Ranger, although Ford claimed the Bronco’s chassis is “all-new.”
Standard on the Bronco is a new 7-speed manual transmission from Getrag. It’s kind of a big deal because it will offer a crawler gear for low speed maneuvers. And to back that up, Ford has outfitted the Bronco with an optional four-wheel drive system that automates a lot of the stuff you’d typically adjust while off-roading. Even Jeep’s most sophisticated four-wheel drive mode, the Rock-Trac system, cannot adjust things like differential locking, 4WD engagement, or stabilizer bar disconnecting. Ford’s system doesn’t need driver input for that type of stuff.
Source: Autoblog
Of course, that doesn’t mean the Bronco will be infallible off the pavement. In fact, the Wrangler still wins in several key areas when it comes to all the important numbers for off-roading like approach and departure angles. But the Ford is simply a bigger vehicle in most respects. Plus, the Bronco has an independent front suspension and a longer wheelbase. That should help it eke out a win against the Wrangler for on-pavement refinement, even if the JL represented a big improvement over its predecessor.
Pricing is competitive too. With a $29,995 starting price, it’s slightly above the Jeep’s $29,970 base MSRP. Both aforementioned models are for the two door variants. Four door Broncos start at just under $35,000. Pricing tops out at a tad over $60,000 for the First Edition, which is a limited production model. The Bronco is also configured to allow buyers to get all the off-road goodies in one package. Unlike its namesake, the Sasquatch Package should be easy to find, as it’s available on every trim level. That means even the entry level Broncos will be able to be equipped with the aforementioned electromechanical 4×4 system. Additionally, the package comes with 17-inch beadlock wheels with 35-inch mud-terrain tires, front and rear locking differentials, high-clearance suspension and fenders, Bilstein shock absorbers, and more. Base model Wranglers cannot be equipped with the most advanced features in the lineup, like the stuff offered on the Rubicon.
Inside, the Bronco also seems to boast a cabin that’s a bit more upscale than the competition, although we won’t know for sure until we get our hands on one. But it will offer Ford’s latest Sync 4 infotainment system, which will include wireless Apple CarPlay and Android Auto. Over the air updates are also standard. Base models will get an eight inch touchscreen. The twelve inch model, shown above, is optional. Mold resistant seats are also available.
The 2021 Bronco can be reserved for $100 now and will reach dealers in Spring 2021.
Ford is also launching a successor to the Bronco II. The 2021 Bronco Sport differs from its larger sibling in one significant area: it’s based on a car platform. Specifically, it sits on the same architecture that underpins the new Escape, Corsair, and Focus. As such, it will offer two of the former’s engines: the 1.5 EcoBoost three cylinder, good for 181 horsepower and 190 Ib-ft. of torque, and the 2.0 liter EcoBoost four, which is rated at 245 horsepower and 275 Ib-ft of torque.
All-wheel drive is standard and the sole transmission is Ford’s eight-speed automatic. All these components are shared with the Escape, but the Sport will also offer an optional AWD system with a twin clutch and a torque vectoring rear differential.
As with the Bronco, the Bronco Sport boasts some nifty features. Standard on every model is a bottle opener that’s integrated into the tailgate opening. The rear glass will also be able to be opened separately from the rear tailgate, which is a feature that has largely disappeared from most modern utility vehicles. It can also accommodate two bikes standing up side-by-side, provided the seats are folded down.
And it will also be designed with some light off-roading in mind. Trim levels, like the in the regular Bronco, are named after national parks. The Badlands trim, which is roughly similar to something like a Rubicon, will offer buyers all-terrain tires, the optional AWD system, a one inch lift and unique suspension tuning, plus more robust shocks and struts. That brings ground clearance to 8.8 inches. Non-Badlands models will have 7.8 inches of ground clearance. Pricing starts at just over $28,000, which is slightly higher than the Cherokee.
While the Bronco does battle with the likes of the Jeep Wrangler and Land Rover Defender, the Bronco Sport will slug it out with the Jeep Cherokee. But it will also compete with the Subaru Crosstrek and even the Toyota Rav4, which took on a Tacoma aesthetic for the current generation. Shoppers who may have not liked the 2020 Escape’s pivot to a smoother, more car oriented product will probably find a lot to like with the Sport too.
With the launch of the 2021 Bronco lineup and redesigned 2021 Ford F-150, Ford has launched an all-out offensive against FCA by addressing the shortcomings in its full-size pickup and by bringing to market utilities that offer laser focused, distinctive trim levels and clever features. But Ford has to worry about other companies too. And they’re facing stiff competition in every segment they haven’t withdrawn from.
Last year’s Explorer debacle didn’t help things either. Perhaps CEO Jim Hackett trusted Ford leadership too much. Although to be fair, he did inherit a stale product cadence from Mark Fields. But Hackett deserves credit for having a decent grasp on what Ford needs to do right now to stand out from the crowd. He justifiably pushed for the Mach E to be legitimately compelling, not just some compliance vehicle. And aside from the Explorer, other product launches have gone smoothly. The EcoSport and Ranger have good reliability ratings and the Escape’s launch was a drama-free affair.
However, it’s premature to say that Ford is out of the woods. Less than ten years ago, Ford was touting its sophisticated, Euro-inspired lineup and the ST performance sub-brand of cars. Both of those things have essentially evaporated due to Ford’s quality control issues and sub optimal plant utilization. Ford needed to emphasize its push toward trucks because of its past failings. It cannot keep making mistakes in a world where Toyota is making killer hybrids, Tesla is releasing compelling EVs, and Hyundai and Kia are winning over critics (and customers) with their value-laden three-row crossovers. But as of right now, it looks like Ford is increasingly getting at least some of its mojo back.
Glancing at the chart, I though great! You can get a V6 with a manual! That was the Jeep column. Soon you’ll be able to get a big V8 in a Wrangler. Game over. The styling is a nice updating of the International Scout though. It will be an optimistic person who signs up for a niche model that Ford developed from its employees’ homes during a pandemic when they couldn’t get the second most important model in their corporation right under the best of conditions.
Er…no, CJ, none of this was designed from home during the pandemic. That’s not how the timelines work.
I said developed. There are articles to that effect that you can probably find easily enough. If you think there has been no recent development involved in putting the parts that will determine the level of misery involved in the ownership experience into production than you are perfectly entitled to your opinion.
Ordinarily they always only ever allow true and correct stuff onto the internet. It’s inexplicable, but sometimes other stuff finds its way on. Whatever the reason, it surely has nothing to do with automotive writers being on deadline to fill space with words, and thinking themselves cleverer than they are, and making stuff up. That’s just never been a thing in the history of ever.
The V8 isn’t coming to a production Wrangler, unless it is a very very limited model with a huge price tag. The diesel engine is down on power compared to the pickup application because they don’t have the cooling capability. The 392 would have to be seriously neutered too.
The V8 doesn’t need space for the Ecodiesel’s Charge Air Cooler(intercooler), nor does it have the extra heat of circulating the exhaust through a turbo under the hood. The Ram 1500 places the C.A.C. under the radiator, which limits the height of the radiator even in the Ram. I suspect that the Hemi will give up a bit of power to the Jeep’s tight engine bay, but that there won’t be a problem making room for its radiator. If Fiat is smart, they’ll offer the 5.7 as an option in every Jeep instead of building an SRT 392 Jerrari.
Nonsense is spurting from your talkhole, CJ.
Ma nishtana halailah hazeh?
The Hemi is a very wide engine. For it to fit, it’ll take major changes to the Wrangler’s front structure (aprons, front suspension, etc.). As such, FCA will need to compromise either vehicle width or turning circle or both… then decide if such a costly re-tooling can be recouped in sales. Bottom line, there is a reason it is just a concept.
https://www.rubitrux.com/hemi-v8-jeep-wranglers-gladiators-for-sale.html
If the aftermarket can do it, eventually Fiat will figure it out.
Yeah the aftermarket can do it because they don’t care about cooling loads and being able to assemble them on an assembly line.
Ease of assembly? Recertification of crashworthiness? These may be compelling arguments for the fallibility of Fiat’s product planners. How could they not have foreseen the utility of using the Hemi to reignite demand for the Wranglers in the face of new competition or a saturated market? Cooling loads? Many of the AEV Hemi builds have been seeing use in the extreme range of what might be experienced by a production vehicle. Look at all the Corvette engine offerings through the years that go to pieces at the track. Even the OEMs don’t care about the percentage of customers who use vehicles for what they seem to be designed for.
Given FCA recent history I’m sure they will figure out a way to do it. It’s really their claim to fame for the past 10 years is putting crazy engines in existing platforms. I assume it will be derated and be a specific expensive package, requiring the wider D44 axles.
I think Allpar had an interview with Giles once asking about the hemi in the JL and he said it wasn’t a fit or cooling issue but a crash issue, I assume there may be some work around like tweaking mounting points etc.
I’d be surprised if a V8 could be installed in a Wrangler without occupying the front crumple zone and causing the vehicle to flunk its crash tests. The Wrangler’s engine bay is long enough to take the 2.0 liter “Hurricane” four, but I imagine the Hemi is longer, as it has a 4.090 cylinder bore compared to the Hurricane’s 3.31 inch bore and presumably needs commensurately larger coolant channels as well.
Of course the aftermarket doesn’t need to worry about this.
I find it looks more like a modern interpretation of the original International Scout than any previous Bronco. It even has some Lada Niva 4-door in its appearance, with its round wheel arches and squared-up styling.
Agree. It needs a trapezoidal wheel arches design, to look like a real Bronco.
Like a Bronco Badland SEMA concept.
This will be interesting. Jeep has been raking in money with virtually no domestic competition, for quite awhile now. Is there enough of a market for both of these manufacturers to get/stay fat? I have no idea.
My other question is what’s going on at GM. Awhile ago they brought back the Blazer, to lots of yawns. It seems to be generic modern SUV. Ford is going the loud noise/bit splash route with this one. It will be interesting to see which was the better idea.
My last question is whether Ford has solved its execution problems. How many times over the last 20-30 years has Ford brought out a promising new product only to see it turn into a flaming mess of quality problems. I hope that doesn’t happen, but when my inner voice says I’d sooner take a flier on a new FCA product, it’s clear that Ford has some ground to recover with consumers.
“what’s going on at GM?”
There are plans to revive Hummer as an electric only sub-brand of GMC.
Hopefully it will be some type of Hybrid. How will you charge a battery in the wilderness? Unless its sole mission in life will be a Macho Mall-Crawler.
https://www.caranddriver.com/news/a30898104/gmc-hummer-ev-confirmed-2022/
https://www.caranddriver.com/news/a31225603/gmc-hummer-ev-suv-confirmed/
It won’t be a hybrid. Pure EV.
You could pack a generator. 🙂
Or bring along a F-150 Hybrid as a support vehicle.
For overlanding as is becoming common pure electric is a bit limiting. For most other offroading 200 mile range is a ton. The Rubicon is like a 50 mile round trip for example.
good
maybe now there will be some price competition
On paper at least, this is as seriously spec’ed an off-roader as the Corvette is a sports car. At least equal to the Wrangler, with arguably better power train options. It is not just trading on a classic name. I’m impressed, though I’m not in the market for this type of vehicle. If they offered the 7 speed manual in the Ranger I’d be very interested in it as replacement for my Tacoma.
This Bronco is not something I would recommend. It’s way too expensive in most trims (up to $60,000!!!?) and there is no NA V-6 or Diesel option. I’d take my chances with the PentaStar V6 or Diesel option in the Jeep Wrangler and Gladiator.
I wouldn’t recommend waiting for the rumored V8 in the Jeeps. I have a feeling there will be a lot of rollovers and crashes associated with those. I am a safe driver, and even I wouldn’t want to drive one.
If Nissan would get off its rear and drop a VQ + auto trans into the new Frontier chassis and bring back the Xterra, that would be the one to buy. Amazing how this company lets its true potential whither on the vine. Its sad to see actually.
The current Honda Passport has a standard NA V6 and 9 speed auto. Loaded “Elite’s” for just over $40,000 after incentives. I don’t know why I don’t see more of these on the road? True, its not a BOF SUV but it would suit 95% of the intended market just fine. With a Honda V6 and auto it should last a (very, very) long time too.
Pricing seems in line with the Wrangler, both start right under $30k.
It starts under $30k and tops out over 60, same as the Wrangler. The Wrangler is in a class of its own currently, the Bronco can perhaps match it, nobody’s driven it on or off road yet so time will tell. The Pilot or Passport though for sure isn’t competition for either but as a family car. Any sale the Wrangler (and Bronco) get when compared to a Honda is purely to someone wanting the look, nobody who wants the actual capability whether they ever use it or not will even look at the Honda.
$60k has turned into the new $30k in a hurry… but some people seem to have it and in a Jeep (or now Bronco) the price for the vehicle is just the beginning of the journey, many if not most sport even more aftermarket stuff on them than anything else out there.
Scout and Jim,
Thanks for the reply. My issue with the Bronco is that it is indeed priced the same as the Wrangler. But the 3.6 Liter V6 and manual transmission in the Wrangler is standard.
In the Ford, a 2.3 Liter turbo is standard with manual transmission. The V6 is a 2.7 Liter turbo and is automatic only.
I have my doubts on the long-term durability of turbocharged engines and the fact that at least some of these will be driven in off-road, in water, and in desert conditions only amplifies my concerns.
I know that the Wrangler’s 3.6 liter is rated for police and taxi service in the Charger. That engine, plus the Jeep’s “iconic design” is worth the price of admission. Sorry, but I don’t see the same value proposition in the Ford Bronco with either of the available powertrains at their current price-point.
However, If you are someone that is going to lease, someone that is looking for a toy, or someone that doesn’t care about long-term maintenance costs and you prefer the looks of the Bronco to the Wrangler, by all means go for it.
I’m curious what you are basing those doubts on that’s actual data beyond knowing someone’s cousin who had a Volvo in the 80’s that he bought used from a guy in Tijuana as most people tend to claim if you see where I’m going with that…
There’s nothing in a modern turbocharged engine to be afraid of, virtually every diesel is now a turbo and they last longer than most other engines, period. Gas turbos have been reliable for at least thirty years and even if a turbo goes, there’s nothing to that. First the vehicle will still run albeit at reduced power, and secondly there is one moving part in a turbo, that being the shaft with the wheels attached (OK a bearing it’s supported on that is oil fed and water cooled.). I’ve replaced (upgraded, not damaged) turbos in my driveway and it was easier than replacing a waterpump on the same vehicle and freely admit I am not a master mechanic.
I’ve also driven the 2.3 turbo in the Ranger – and own a PentaStar V6 in a Jeep. The 2.3 turbo is a better performer. There’s a reason that Jeep now offers a 2.0 turbo as an upgrade to the PentaStar. Ford must think it doesn’t have a acceptable normally aspirated engine to offer in the Bronco, if they did and they could get the price lower by doing so, they surely would.
A guy I know has leased several BMW 3-Series over the course of his life. He never had an issue until he leased a Turbo 3-series for his daughter. The engine blew at 15,000 miles. He leases Audis now.
A co-worker of mine had a Lincoln MKS 3.5 Turbo that had to have the turbos replaced under warranty. I didn’t ask how many miles it had on it.
I have never owned a turbo myself.
I always wanted a 1987 Buick Grand National or GNX. But when I could hypothetically walk into a Dodge dealer and walk out with a 700-800 HP coupe, sedan, or even Durango & a warranty, the idea of a 33 year old turbo Buick loses its appeal.
So, let me get this straight, one BMW and a Lincoln had turbo issues, therefore all turbo engines are suspect? Really?
Yeah, keep moving the goal-posts…from a Tijuana Volvo to just one or two failures…meanwhile back in Dearborn…
Automotive News writes about this topic in the context of a Ford technical service bulletin—one that calls for the replacement of Ford Escape engine blocks (yes, that’s a major repair). From the story:
The backlog has affected a number of Ford Motor Co. dealers who say they’re waiting weeks, and in some cases more than a month, for parts needed to fix older-model Escape crossovers and Fusion sedans.
In April, Ford issued a technical service bulletin for coolant leaks into the cylinder head of 1.5-liter EcoBoost engines in 2017-19 Escapes and 2014-19 Fusions. The automaker instructed retailers to replace the short block and gasket head.
https://jalopnik.com/mitsubishi-is-in-big-trouble-so-it-s-killing-the-iconic-1844517423
And with the Jeep, they throw in the death wobble for free. You can’t even get it in the Bronco if you wanted to pay for it!
Yes the Pentastar is used in police duty, but it doesn’t do that great in that application, just like the Hemi it is not uncommon for one to come across the auction block with “valve train noise” or “bad engine”.
The 2.3 has been around for a few years in the Mustang, one in the Ranger and the 2.7 has been around for a couple of years in the F-150 and a few other applications. So far they haven’t seemed to have any issues. Yeah that doesn’t mean that it will go 250k w/o issues, only more time will tell us that.
The penta star is pretty damn reliable, the most common issue it had was on the previous JK wrangler it had issues with the exhaust manifolds causing head problems. The issue also on occasion shows up in other 2012 and older penta stars. My general experience is all mopar engines have some valve train noise but a low percentage present an issue (thou the 5.7 does seem to have a higher then average percentage)
I think on the Mustang and Focus RS boards you find some head gasket issues and a bunch of Carbon build up issues. But overall not bad for a modern engine. The 2,7 seems to have occasional oil and coolant leak issues but again pretty damn good. Honestly Ford seemed to have learned their lesson although the current 5.0 has some issues.
The Bronco Sport is the bigger deal to me. I’m a sucker for CUVs that look like boxy BOF SUVs.
Judging by some comments I’ve seen there are a few of the Gen 1 and Gen 2 Escape owners who are interested in the boxy-ness of the Bronco Sport because of their fondness for their old Escapes. I could see a few of those folks who have been holding onto their Escapes trading for the Bronco Sport OR coming back to Ford if they’ve strayed to other manufacturers.
I’d rock a Bronco Sport Badlands but not until it’s been out long enough for their to be incentives.
Saw some posts last night that equipped equally the Bronco sport is actually slightly cheaper then the Escape in most trims (mostly accounting for AWD being an option on the escape and standard on the bronc) .
People at Jeep defintely got called into all hands meetings this morning. Suspension is definitely getting an earful, mainly centered on how quick they can get 35’s on the Wrangler.
I love that the 35’s are available on the base vehicle. Definitely something that will attract the true off road crowd. On the upper trims that will appeal to those who are purchasing the off road image but don’t want to spend thousands extra and void the warranty.
Should be a solid hit.
The Bronco Sport also seems like a good little package. It isn’t just a raised Escape. The twin clutch rear drive unit should give it class leading traction off road or in the snow. The only disappointments are the biggest tires are 29″ and that it doesn’t have a little better gearing. There should be a 31″ tire option. It may steal away a few Subaru buyers.
The one thing I’m disappointed with is the lack of the high wattage inverter in the Bronco. Yes 400w is better than many, but the new non-hybrid F-150 is going to be available with a 2000w unit. Seems like you would get a fair amount of takers in an off-roader.
My understanding (and I could be mistaken) is that the engine needs to be running to power that 2000w inverter through the generator, it doesn’t provide that power when turned off. It perhaps makes sense from a work truck perspective to power tools or whatever but for off-roading or camping? Who would want the engine running next to the campfire?
Yes on the non hybrid the engine will run constantly, if demand is over 400w, the engine will shut down if it drops below that. You definitely wouldn’t want to leaving it running long term at the campsite, or tail gate party, but I can see using it for short periods in those situations.
However I was more thinking about the guy that would use the Bronco at the jobsite M-F and then on the trails or at the game Sat and Sun.
They already have a Mopar lift for 35″ tires, that can be dealer installed and maintain the warranty. They apparently did some factory testing on it and it was included in the JL design from the start per several articles on Allpar. That said I doubt it was included in certification testing for EPA etc so I’m sure it will take some certification work. There was also a rumor on the forums that they don;t do it from the factory to help out the aftermarket who were involved with the design, not sure how true that is.
Yeah I don’t buy that whole, they don’t do it from the factory to help out the aftermarket thing. That makes zero sense. Might as well offer it from the factory, with the right gearing and save your customers thousands by not paying twice for gears, springs and tires.
I’m guessing they really didn’t want the fuel economy hit if it wasn’t absolutely necessary to do so, the regular Rubicon looked beefy enough – until something rolls up with 35s. They already do everything possible to discourage the Jeeps leaving the lot with worse economy by upping the cost to change the gearing. It used to be a $50 option to go from 3.21 to 3.73 on a Sport in around 2013, as of 2017 that was $600 for something that would add really add zero material or labor cost when done on the factory but makes FCA take a hit in fuel economy average reporting. Change the ratios once you drive off the lot, nobody cares, although someone probably should (and I’d assume in parts of Europe probably would)
That’s a picture of a beer bottle opener being used to open a bottle of orange soda. They aren’t fooling me.
If it’s being used to open a soda, how would it be a beer opener? Some of us don’t drink beer but love soda. Plus some sodas go great with rum and other assorted beverages. 🙂
+1
That’s a Mexican Coke bottle opener to me
Those of us of a certain age can remember vehicles with up to a half dozen different ways to remove bottle caps. Before bumpers got so big and squishy you could almost always open a bottle using the bumper and your palm. Plus, some vehicles (station wagons), came with built in coolers in the rear, complete with drain hole for the melted ice.
In my experience, 99% of soda is consumed from plastic or cans. Granted there are still a few holdouts who bottle it the way it should be, but not many. Nowadays soda drinkers don’t carry bottle openers just like beer drinkers don’t carry cork screws. I just don’t think that Ford is hoping for a resurgence of glass bottles among the Pepsi and Mountain Dew drinkers.
The best part of that picture is that the bottle seems to be a twist-off design, no opening device required. Cool sodas come in (and taste better in) bottles, but nowadays many if not most of the more interesting beers (or at least more experimental ones) are shipped in cans. Who wants to schlep around a bunch of breakable and heavy bottles?
Hey, I have a Swiss Army knife on my keychain with a bottle opener. I for one think this is totally wholesome!
I carry a bottle opener where every I go, as it is one of the functions of my Leatherman Skeletool. Ok, so I don’t take it when I travel by plane but other than that I don’t leave home without it.
If an alien landed on earth today and looked and our vehicles and marketing materials, they would conclude that we have no paved roads. How many people are actually going rock hopping in their new Bronco?
Actually, If an alien landed on earth today and looked at the state of our pot holed roads, they’d conclude that our vehicles make sense. While not many people are going to actually go rock hopping in their new Bronco, at least they’ll be able to pull out from a driveway onto a street without scraping their bumpers on the street or driveway.
With over 50% of US roads now being in “poor to mediocre” condition, that conclusion wouldn’t be far off.
Looking at the current state of affairs here on earth, I can see why aliens just fly by without stopping.
Beam me up, Scotty. There’s no intelligent life on this planet.
Agreed!
How many people have ever gone rock hopping in their SUVs?
I don’t think I have ever said this regarding a new vehicle in curbside newsstand – I like it!
Manual trans, 2 doors, removable top, actual off road prowess, retro modern boxy styling. Ticks all my boxes on what I consider a real SUV.
The looks alone will make it a big seller in the Mountain West. And I’ve asked construction contractors about their 2.7 Ecoboost V6 F-150s and they’ve had nothing but good things to say about the long-term reliability of the powertrain. Ancillary stuff, not so great.
I agree completely. This is the first vehicle that’s been released in a while that has me excited to see one. It’s not like I could afford one at this point, but it’s cool none the less. I hope Ford does well with it.
If I was 30 years younger, I would be all over it!
The press photos all look great, I look forward to seeing the group in person. I wouldn’t count Jeep out as of yet, while Ford has a bunch of dealer add-on stuff, Jeep does as well along with probably the largest aftermarket support of any vehicle out there and those people seem extremely loyal, Jeep probably has a few tricks up their sleeve ready to pull out as well.
The pricing seems inline too, I doubt we’ll see a “price war”, more likely the prices for well equipped models will just remain very high on both and the faithful in either camp will happily pay it, hoping that the resale values will remain as good as they have been. FCA dealers have always discounted heavily on Jeeps, it’s one of the few vehicles where it’s easy to custom order and well under invoice has always been possible for those orders, especially if one is willing to travel a bit (or a lot – and people do).
This really is a make it or break it vehicle for Ford, after the Explorer and small car transmission debacles this is extremely high profile, the Escape was launched with zero fanfare, the first I heard of it being available was actually Jason Shafer’s review of his parents’.
These make great first impressions and should sell well for at least a couple of years, stealing away sales from competitors (but also cannibalizing sales of Ford’s own existing crossovers and SUVs). If Ford has managed to build a pair of reasonably reliable vehicles, they might even sell well beyond just a couple of years. Time will tell.
I’m excited.
I hope it’s a tremendous success.
This will be interesting to watch. Not only do I hope this hits Jeep/FCA right in the teeth but also I am so damn tired of seeing stupid ICON/restomod first gen Bronco brodozers go for $200,000. Hope Ford scores a sweet honey hole for revenue here.
So, after all this time, its an Edge with a lift! Not bad, but hardly worth the wait and the ridiculous hype. Hopefully Ford wont cower to the idea that Bronco sales might hurt other Ford models (are you listening, Toyota??), as it would be great to actually have some competition for my Wrangler.
The headlamps look big enough to potentially be worth a damn. Many other American Ford vehicles have BIG AMERICAN SUPERBIGSMASH SIZE HOUSINGS containing itsy-bitsy, teeny-weeny cutesy-tootsy little miniature oblong lamp optics accurately graded poor or marginal on the IIHS headlamp tests, which are by far the best ones being done in North America.
Be interesting* to see what they’ve done with the rest of the lighting package.
*to me, anyhow
What is the target market/age group for this thing? Looks like just another overblown wannabe macho vehicle aimed at overblown wannabe macho men!
…remind you of any exceedingly large market segments in any countries nearby?
The reality is that a lot of the Wranglers, especially the 4dr, are driven by women, women who chose it themselves. Some of my friends it is the wife who drives the Wrangler and she absolutely chose it, not her husband. She doesn’t intend to go off road with it, she bought it to take off the top, and because it looks cool, of course.
I’ve got a coworker who is divorced and she drives a Wranger, but the 2dr and she does use it on logging roads and the like, but not hard core muddling or rock crawling. Again a big part of it for her is the ability to remove the top.
Neither of them are Jeep loyalists, coming from Subaru and Hyundai, so the Bronco likely would have been on their radar, if it existed at the time they were shopping.
For the Big Bronco the market is anybody who would buy a Wrangler but appreciates the fact that the Bronco’s independent front suspension will make it a superior daily driver.
For the Bronco Sport the market is those folks who preferred the Escape when it had the profile of a Tonka toy. 😉 Or those who love their Renegade/Compass/Cherokee but have had experiences with FCA that soured them.
“For the Big Bronco the market is anybody who would buy a Wrangler but appreciates the fact that the Bronco’s independent front suspension will make it a superior daily driver.” I wouldn’t say anybody who would buy a Wrangler, you aren’t going to sway the Jeep faithful. However those aren’t the people who made the Wrangler the success it is.
I agree on the Escape, the original looked the part of a Small SUV while the most recent versions looked more and more like a CUV. Of course that was part of the plan, make the Escape even more car like and bring out the baby Bronco that want at least the image of the greater off road ability.
It is possible that some Wrangler owners who have experienced death wobble will consider an independent front suspension. Incidentally, the worst death wobble I’ve ever seen was on a new F-350 last year.
Most Wranglers around here are driven by women, and it is a lot of them.
I’m curious how this effects Wrangler. Based on how the midsize truck market has turned out my guess is actually that it expands the market more then it steals Jeep sales. Plus Jeep people are crazy loyal, even the casual jeep buyer tend to become converts. The best example would be Ford pickup buyers who suffered thru 5,4 and 6,0 failures but hardly anybody left the brand over it despite huge improvements in Ram and GM trucks(well at least until the most recent GM trucks) .
Today I actually had a F2F meeting with some of my coworkers today including the one with the Unlimited and she asked for my help in removing the back portion of the hard top and strapping it to a pallet to put it up in the racks until winter. Meanwhile the soft top is on the way.
So yeah its her 4dr convertible first and foremost, the fact that it looks cool is secondary, and the fact that it is a Jeep is far down the list.
So true about the Wranglers, Scoutdude. Mostly 4 door mommy-wagons now as no one loves a fad like a soccer-mom! But at least I do see them on the trails, unlike the Toyota FJ–in a decade of northern CA and Idaho trails, I have never seen 1!
Image over substance prevails among most consumers.
So true! In this country, it’s all about image, perception. Not reality. I say this in truth. I’m a 50 year old native US citizen so I’ve lived here long enough to understand this.
“In this country, it’s all about image, perception.”
And it’s not in other countries?
Or, maybe, there are simply customers who would like a product they enjoy for the gigantic amount of money new cars cost, rather than buy what is the pragmatic choice that there is absolutely no shortage of in the market? That’s the freedom part about this country.
Besides which, this style of SUV is what *most* customers rejected in the wide scale adoption of sedan based crossovers with soft car like aerodynamic styling catered to Costco adventures. It’s kind of surreal that the big Bronco turned out the way it did, as opposed to Chevy’s milquetoast Blazer. It ticks a lot of check marks that the irrelevant pesky enthusiasts clamor for in modern vehicles.
As opposed to, what exactly?
Bronco reservation made…for the wife
I don’t see any problem with the 2.7 V6 durability in the Bronco. There are plenty of F150’s with it that are towing travel trailers with ease. A manual trans would be nice, but that ten speed auto is pretty nice too. I have a F150 with the ten speed and 3.5L EcoBoost and it is wonderful for towing. Its almost the drive train I’ve been waiting for for 40+ years.
I hear a lot of grousing about people buying Wranglers but never going off-road. There’s one other unique feature of Wranglers (and now this Bronco and the new LR Defender) – they’re the only convertibles still on the market that have decent seating for four people.
They’re also the only convertibles that sit up high, which is a major selling point for a lot of folks.
In that vein, the killer features from my view in SoCal, are the frameless doors that can be removed and stored in individual bags in the Bronco. I’ve never liked on the Wrangler that you either have full doors with frames, or half doors with plastic windows. The Bronco’s setup, at least in the four door, means having real full doors at all times, and if I want to take them off while I’m out and about, I can do that.
I’m much more of a sports and muscle car person, but this really tickles my fancy. I’m curious to hear what the final tow ratings are. I know they’re fairly poor for the Wrangler compared to the Gladiator due to the short wheelbase. It would be nice if we could get the Bronco to 5,000 lbs, which is where I’d need it to tow the sorts of trailers my wife and I are looking at.
Yeah the Wrangler took off when they introduced the 4dr version and a lot of those new buyers were drawn in by the fact that it was a topless vehicle with a real, usable,, easily accessible back seat.
Ford obviously payed attention to that fact and focused on giving those buyers an all around better open vehicle experience. From the cage that has no center cross bar, AND curtain air bags, to the frame-less doors that can be stored onboard.
I’m curious to see how well these do in Colorado. Based on my highly scientific (not really) personal observations at local ski resorts and trailheads, used Toyota 4Runners or Tacomas remain the vehicles of choice for younger people. That, or hand-me-down Subarus. The new Broncos might be too dandified for the local gentry, who if they have the $$$, might prefer a new TRD Pro. Still, I expect these will sell well enough, assuming a trouble-free launch.
Interesting to read all the comments above (and in articles elsewhere). It looks like Ford has put an enormous amount of thought into the Bronco/Bronco Sport. The big daddy Bronco in particular seems extremely well thought out, with loads of versatility and flexibility – the frameless doors and cowl-mounted mirrors are ingenious. The interior looks decent too – not quite as over-styled as the Jeep’s. But I have reservations are around the styling. The full size Bronco has a whiff of kit-car to me, like someone wanted to create a pastiche of 30 years worth of Land/Range Rover design cues. It doesn’t look bad, but front end aside, I wish it looked fresher and more modern. The rear side door looks too short too – likewise the Sport’s. Something in the profile of the Sport reminds me of an Land Rover Freelander, although as with big daddy, the front end is great.
New Bronco’s a good looking rig with some great packaging, IMO. I think Ford nailed it here given its target market. As far as competition with Jeep, competition in the market place is always good for consumers. Keeps the competitors on their toes. Choice is what our free market economy is all about (or supposed to be), so we should welcome it. Glad to see Ford’s finally stepping into the fray here, although they’re years late to the party (or rather, years out of the party).
Compared to the much heavier F150 I’d think that the 2.7 EB is going to be relatively under stressed in the lighter Bronco, so longevity should be less of a concern. And certainly less so than with the 2.3 turbo I4. No question a small displacement high-boost turbo engine, V6 or I4, is going to be less durable in general over the long haul than an NA equivalent engine. But unless you plan on keeping the vehicle for 200K miles or more, it’s probably not a practical concern for most owners, depending on usage and accumulated miles.
My only question is, why the hell is Ford rolling this out now when you can’t even buy one until next spring? Dumb!
It looks more like a modern interpretation of the International Scout II, than original Bronco. The wheelarch design must be trapezoidal instead rounded.