Ford has unveiled its strategy to launch 'Bronco' as a spin-off brand, competing directly with Jeep.
Three new models will be released under the Bronco banner in the coming days, with Ford promising off-road capability and durability across the range.
The new Broncos – a two-door, a four-door, and a 'Baby Bronco' called the Sport – are to be launched on 13 July 2020.
Bronco is a spin-off of the nameplate given to a series of short-wheelbase, two-door models produced from 1965-1996. Though originally developed as a stand-alone product, later models were based on Ford's F-Series pick-up platforms.
It's understood Ford is wanting to specifically target Chrysler's own lucrative off-road brand, Jeep.
In the announcement overnight, Ford took a thinly-veiled swipe at Jeep, tying the heritage of the Bronco directly to the history of the original US Army Truck – commonly referred to as the jeep.
Along with the new brand, Ford has also launched 'Bronco Nation', an independent online community for outdoor enthusiasts and Bronco owners. Though at this time the online community is only for those within the United States.
Four off-road adventure parks will also be launched by Ford. Called 'Bronco Off-Rodeos', the parks look to be four-wheel-drive training grounds for Bronco owners based in the US.
Taking a leaf out of Tesla's playbook, on the day of the Bronco range launch, Ford will also allow those in the US to reserve a new Bronco model for a mere $100 deposit.
All three Bronco models were leaked back in March 2020. While details have yet to be announced, it's expected the three vehicles will use a combination of turbo petrol four-cylinder and V6 Ecoboost powertrains currently available in the Ford range.
Industry rumours have suggested a Bronco Raptor could be in the works using the 3.0-litre Ecoboost V6 found in the Ford Explorer, rather than the 3.5-litre of the F-150, due to size constraints.
However, despite the new two- and four-door Bronco models being based on the Ford Ranger and developed locally, Ford Australia has consistently said the new Bronco range is not planned for the Australian market.