Ford brings back its iconic Jeep rival — but it might need to gas itself up more
SpongeBob French voice: "25 years later"... The Bronco is back. Ford stock revved up 5% yesterday after unveiling a revival of its Bronco. The off-road, open-air SUV was manufactured from 1965-1996 (then Ford killed it). Now Fiat Chrysler's Jeep Wrangler is the #1 off-road seller in the US.
- When one door closes, four open. The new Bronco line includes two and four-door SUVs, plus a smaller Bronco Sport SUV.
- Take the top off. Removable roofs and doors are key features (just like Jeep — #Zucked).
- Name your price The 2021 Bronco starts under $30K (about the same as a basic Wrangler). But top-end models with extra bells/whistles could run you over $60K.
Cry me a Hummer... The Bronco is Wrangler’s 1st real competitor since GM’s Hummer, which was discontinued in 2009 (but is being revived as an EV). Given Wrangler's success...
- Bronco could become Ford's next profit puppy: Credit Suisse estimates it'll add nearly $1B to Ford’s operations if sales reach 125K units.
- Ford's current profit puppies, its F-series pickup trucks and SUVs, have brought in billions in profits. The Ford F-150 has been the best-selling vehicle in the US since 1981 — a whopping 900K were sold in 2019. And yet...
Ford doesn't hype itself up much... New releases like Bronco and the recently unveiled F-150 drive under the radar. Same with Ford's self-driving, electric-vehicle partnership with VW... and its electric Mustang Mach-E. Meanwhile, Tesla's theatrical Cybertruck unveil makes every major headline years before production. Tesla's good at hype — so good it's now the most valuable car company on Earth (despite no annual profit). Midwestern Ford could gas itself up more.