Ford Bronco pickup truck is reportedly dead, and that’s probably wise

Rodolfo Schellin

With all the buzz bordering the new Ford Bronco, it truly is no shock that the firm was significantly looking at a pickup truck version to beat the Jeep Gladiator. The firm even teased a truck in a structure movie, and inside of sources stated that the concept was receiving traction. But according to sources that spoke with Automotive News, the Bronco with a bed is formally lifeless.

Definitely Ford boosters will be let down to hear this, but there are a ton of good reasons this would make sense. For one matter, Ford by now has a truck for the midsize marketplace: the Ranger. The Ranger will even employ the very same platform as the Bronco SUV. So you can find a reliable prospect that alternatively of stealing sales from the Gladiator, the Bronco truck might just eat into Ranger sales though also costing more growth revenue.

On top of that, a Bronco truck wouldn’t genuinely be capable to steal that many sales absent from Gladiator. Gladiator’s sales of all over 77,000 in 2020 are fair in the midsize marketplace, and very reliable for a area of interest automobile. But the sales are tiny compared with that of Wrangler, which have been well above two hundred,000 in 2020. Focusing on Wrangler purchasers would make fiscal sense, but not so much Gladiator purchasers.

Last but not least, the frequent Bronco is by now suffering intense generation issues and delivery delays. The past matter the firm demands to be stressing about is making an attempt to squeeze a different design on to the assembly line.

Would a Ford Bronco truck be interesting? Certainly. Is it a good conclusion proper now? Certainly not.

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