Ford says Bronco will slay Jeep Wrangler

One of Ford’s most senior executives has fired a shot across the bow of the Jeep Wrangler, saying its upcoming Bronco off-roader is “a much superior product”.

Ford’s chief operating officer, Jim Farley, started the war of words during an online Deutsche Bank automotive conference yesterday, when he outlined the timing of several crucial new models – including the all-electric Ford F-150 pick-up and Transit electric van in 2022.

Last week Ford confirmed the new Ford Bronco’s world premiere will take place in July and Farley later told CNBC the new SUV and its smaller sibling, which doesn’t yet have a name (Bronco Sport?), will attack Jeep head-on.

“We’re growing in new places. We’re the number one cross-shopped brand with Jeep, a key contributor to the revenue and profit for [parent company] FCA.

“They’ve had that market largely by themselves; we’re going to have a whole new line-up of Broncos and it’s about time,” the Ford COO declared in an apparent attempt to lure Jeep Wrangler buyers into the Bronco.

Like the Jeep Wrangler, the born-again Ford Bronco is almost certain to get removable roof panels and possibly even pop-out doors.

The SUV is based on the same rugged ladder chassis architecture as the Aussie-developed Ford Ranger, but it’s unlikely to make the journey across the Pacific ocean any time soon.

“There are currently no plans in place for right-hand drive Bronco,” said Ford Australia president Kay Hart in 2019.

“We’re happy with the [local SUV] line-up as it stands, but that’s not to say we wouldn’t look to add to the range in future,” she added.

The all-American Bronco is expected to be offered with a range of petrol engines, with a 2.3-litre turbo-petrol four-cylinder all but guaranteed to make the grade. There’s also scope for a 2.7-litre turbo-petrol V6 and talk of a V8-powered Bronco Raptor won’t go away either.

Expect 10-speed automatic transmissions to make the grade alongside a host of hard-core off-road chassis equipment, including locking front and rear diffs, several 4x4 modes and high-tech suspension.

Ford has filed several patent applications for an advanced adaptive suspension system that can adjust ride height and disconnect anti-roll bars to improve off-road capabilities.

Farley stated that the launch of the Mach-E all-electric SUV and Bronco are “…really critical for our North American profitability and for our customers”.

Both models are expected to hit US showrooms in the third quarter of this year, but Farley confirmed that Ford’s “key launch” this year was the Ford F-150.

He also said the first F-150 EV and Transit EV models would go on sale in 2022 but dodged questions around the emergence of disruptive rivals in the traditional full-size pick-up market, including the Tesla Cybertruck, Rivian R1T and Nikola Badger.

“There’s a lot of attention to electrification and new companies, but Ford in the next 24 months will launch an all electric F-150 and an all-electric Transit van. We’re number one in the pick-up and van markets in Western Europe and the US. This is our chance. We’re electrifying and we’re a brand that people trust,” he affirmed.