Ford Cancels Plans for a Bronco-Based Pickup Truck

Ford Cancels Plans for a Bronco-Based Pickup Truck

jessica lynn walkercar and driver
  • ford was reportedly planning to build a pickup-truck version of the new ford bronco, which would have gone on sale in 2024.
  • according to automotive news, the proposed bronco pickup has now been canceled, with ford recently telling suppliers about the change of plans.
  • the bronco pickup was originally supposed to be built in wayne, michigan next to the bronco suv and ranger, but it could have created too much overlap the ranger within ford's lineup.

    ford is trying hard to establish the bronco name beyond just the new 2021 ford bronco suv, applying the moniker to the bronco sport crossover and opening standalone bronco showrooms at around 100 ford dealerships. but while there had initially been plans to add a bronco pickup to further extend the subbrand’s reach, a new report from automotive news alleges that the bronco with a bed has been canceled.

    ford had never confirmed plans for a bronco pickup, but rumors suggested that the pickup truck version would join the bronco lineup in 2024. however, ford recently notified suppliers that the project was being dropped, according to two knowledgeable sources that an spoke with. the bronco pickup was originally planned to be built next to the bronco suv and ranger midsize pickup at ford’s wayne, michigan factory.

    although the sources did not provide a reason for the project’s cancellation, we think it's likely that adding a fourth pickup to ford’s portfolio would have led to too much internal competition. the bronco pickup would have been situated in the mid-size segment, sitting alongside the ranger between the compact maverick and full-size f-150 in ford’s truck arsenal. while the bronco pickup could have competed with the jeep gladiator—which is based on the bronco’s closest competitor, the wrangler—it easily could have cannibalized sales from ford’s already established mid-size pickup offering, the ranger.

    even if the pickup is no longer happening, the bronco lineup is still expected to expand. a hybrid model, along with the performance-oriented bronco raptor variant, are both likely to arrive within the next couple of years.

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    source:caranddriver.com

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