Ford Bronco goes from no chance to a slim chance for Australia

The Ford Bronco – a rival to the Jeep Wrangler based on the Ford Ranger ute – has moved from zero chance to a possibility for Australia.

However, even though the Ford Bronco shares its platform and key ingredients with the Australian-developed Ford Ranger, the hardcore off-road vehicle would likely only pass muster with a local conversion.

While Ford fans are up in arms over the absence of the Bronco from Australia – given the mechanical similarities with the homegrown but Thai-built Ranger – the market was reportedly deemed too small to justify a right-hand-drive version.

The Jeep Wrangler records between approximately 1000 and 2000 sales per year in Australia – in addition to other right-hand-drive markets. 

However, Ford is said to have deemed this forecast too small to warrant a factory-built right-hand-drive Bronco.

When asked about the potential for a locally-converted right-hand-drive Ford Bronco for Australia, the boss of international markets for Ford, Dianne Craig, told media: “I think what we’re working on with the F-150 right-hand-drive conversion program with RMA is a great example.

“Could we do something beyond F-150? I think this opportunity and working with RMA to get creative could really provide some opportunity for us, and not just in Australia, but in some of the other right-hand-drive markets.”

However, the Ford executive cautioned a locally-converted right-hand-drive Bronco would still require sufficient sales volumes to justify the investment.

“It’s all about scale,” said Ms Craig. “Scale . . . is part of the challenge we get with right-hand-drive. We just don't have enough scale to be able to make (certain business cases).

“This opportunity we have with RMA is our first shot at understanding what we could do, not just in Australia, but potentially the other markets. I think that's what we have to learn.” 

With the upcoming Australian Ford F-150 conversion program, the executive said: “We’re on the right path, at least with this.

“This is the first time we’ve ever really done it at least to my knowledge. So we'll see what the future holds.”