Harley Lover Posted August 25, 2021 Share Posted August 25, 2021 Not sure how many they would have sold, but hate to hear this nonetheless: Ford Motor Co. has scrapped plans to build a pickup version of the Bronco off-road SUV, according to two sources knowledgeable about the decision. The automaker planned to introduce a Bronco-based pickup in 2024 but in recent months has informed suppliers the program was canceled, the sources told Automotive News. It was to be built at the same plant that assembles as the Bronco SUV and Ranger pickup in Wayne, Mich. The new vehicle would have given Ford three pickups smaller than the F-150 — in addition to the Ranger and upcoming Maverick — and a direct competitor to the Jeep Gladiator. However, it would have greatly overlapped and likely hurt sales of the similarly sized Ranger, which Ford plans to continue investing in with an upcoming 2023 redesign and expected Raptor variant. https://www.autonews.com/cars-concepts/ford-cancels-bronco-based-pickup?utm_source=breaking-news&utm_medium=email&utm_campaign=20210825&utm_content=hero-headline 1 Quote Link to comment Share on other sites More sharing options...
akirby Posted August 25, 2021 Share Posted August 25, 2021 Would love to know exactly what was planned since @PREMiERdrum said it wasn’t like Ranger or Gladiator. Quote Link to comment Share on other sites More sharing options...
DeluxeStang Posted August 25, 2021 Share Posted August 25, 2021 Unfortunate news, but it makes perfect sense to me. It looks like Ford intends to sell the next gen ranger raptor here. Offering two midsized trucks designed to be ultra off-road capable, while being similar in size and using the same platform, and presumably being comparable in price would have led to some pretty significant sales cannibalization imo. The bronco would have offered more macho looks and it obviously has a more iconic name, but there's nothing else that would have really distinguished it from the ranger raptor. 3 Quote Link to comment Share on other sites More sharing options...
fuzzymoomoo Posted August 25, 2021 Share Posted August 25, 2021 I'm not surprised. This never made any sense to me anyway. 7 Quote Link to comment Share on other sites More sharing options...
92merc Posted August 25, 2021 Share Posted August 25, 2021 And with a probable smaller EV truck likely in the works, makes even less sense right now. Quote Link to comment Share on other sites More sharing options...
7Mary3 Posted August 25, 2021 Share Posted August 25, 2021 I would have cancelled the Ranger and made all the mid-size trucks Bronco derivatives. They would be better looking if nothing else. Quote Link to comment Share on other sites More sharing options...
Broncofan7 Posted August 25, 2021 Share Posted August 25, 2021 Not too happy about this honestly. I always thought it would make a great addition to the Bronco family, but understand potential cannibalization considerations. Quote Link to comment Share on other sites More sharing options...
RedHoncho01 Posted August 25, 2021 Share Posted August 25, 2021 This makes sense as demand for Bronco is outstripping the manufacturing plant's capacity. I know how it goes. I worked at Louisville Assembly when the first generation Explorer launched. We couldn't keep up with demand. At the time, we were building the 2 and 4 door Explorer along with the 2 door Mazda Navajo and Ford Ranger. As Explorer demand continued to grow, dealers began demanding Ford abandon the Navajo to free up capacity for more Explorers. The second generation Explorer was even more popular and Ford finally gave in and stopped production of the Navajo. Being capacity constrained is both a blessing and a curse. Adding in the Bronco pick up would have meant less Broncos could be produced. It also adds complexity to the manufacturing process. With future vehicles moving to a BEV platform it makes sense to drop the program now and perhaps revisit it in the future. 1 Quote Link to comment Share on other sites More sharing options...
AGR Posted August 25, 2021 Share Posted August 25, 2021 (edited) Good, Ford already has 3-4 pickups, depending on if you count F150 and Super Duty together or separately. That's enough, IMO. Edited August 25, 2021 by AGR 1 Quote Link to comment Share on other sites More sharing options...
Oac98 Posted August 25, 2021 Share Posted August 25, 2021 I totally agree with you Ford doesn’t need more of a glut of pick up trucks than they already have! 1 Quote Link to comment Share on other sites More sharing options...
DeluxeStang Posted August 25, 2021 Share Posted August 25, 2021 9 minutes ago, Oacjay98 said: I totally agree with you Ford doesn’t need more of a glut of pick up trucks than they already have! Yeah, their pickup lineup is solid, time for them to start investing more heavily in other segments. Quote Link to comment Share on other sites More sharing options...
jpd80 Posted August 25, 2021 Share Posted August 25, 2021 2 hours ago, 7Mary3 said: I would have cancelled the Ranger and made all the mid-size trucks Bronco derivatives. They would be better looking if nothing else. While that might sound sensible, the reality is that NG Ranger is coming for global before North America. 1 Quote Link to comment Share on other sites More sharing options...
Deanh Posted August 25, 2021 Share Posted August 25, 2021 26 minutes ago, jpd80 said: While that might sound sensible, the reality is that NG Ranger is coming for global before North America. isn here a major refresh coming soon ? 1 Quote Link to comment Share on other sites More sharing options...
Oac98 Posted August 26, 2021 Share Posted August 26, 2021 2 hours ago, DeluxeStang said: Yeah, their pickup lineup is solid, time for them to start investing more heavily in other segments. Well we all know trucks are Fords bread and butter and a huge profit machine for them but I do agree with you. Quote Link to comment Share on other sites More sharing options...
Oac98 Posted August 26, 2021 Share Posted August 26, 2021 53 minutes ago, Deanh said: isn here a major refresh coming soon ? 2023 model year I believe. 1 Quote Link to comment Share on other sites More sharing options...
fuzzymoomoo Posted August 26, 2021 Share Posted August 26, 2021 1 hour ago, Deanh said: isn here a major refresh coming soon ? Rumor is we'll see the ROW version by the end of the year. Quote Link to comment Share on other sites More sharing options...
Dequindre Posted August 26, 2021 Share Posted August 26, 2021 The Gladiator's less-than-stellar sales figures may have given Ford some cause for concern. Quote Link to comment Share on other sites More sharing options...
jpd80 Posted August 26, 2021 Share Posted August 26, 2021 2 hours ago, 7Mary3 said: I would have cancelled the Ranger and made all the mid-size trucks Bronco derivatives. They would be better looking if nothing else. While that might sound sensible, the reality is that NG Ranger is coming for global before North America. Quote Link to comment Share on other sites More sharing options...
T-dubz Posted August 26, 2021 Share Posted August 26, 2021 I think a bronco truck would have sold pretty well. Hopefully this is a sign that the NG ranger is going to be bad ass. I also think if the gladiator had a different design and better proportions, it would probably sell better. I would have liked to see something like this. Quote Link to comment Share on other sites More sharing options...
DeluxeStang Posted August 26, 2021 Share Posted August 26, 2021 4 hours ago, Deanh said: isn here a major refresh coming soon ? Not a refresh, but an entirely new generation, due to arrive next year I believe. 3 Quote Link to comment Share on other sites More sharing options...
K270 Posted August 26, 2021 Share Posted August 26, 2021 4 hours ago, fuzzymoomoo said: Rumor is we'll see the ROW version by the end of the year. Are there images floating around amongst employees? If so, have you seen them and is it good looking? Quote Link to comment Share on other sites More sharing options...
Harley Lover Posted August 26, 2021 Author Share Posted August 26, 2021 3 hours ago, K270 said: Are there images floating around amongst employees? If so, have you seen them and is it good looking? It's supposed to look like this: 2 Quote Link to comment Share on other sites More sharing options...
silvrsvt Posted August 26, 2021 Share Posted August 26, 2021 The current Ranger doesn't look like a NA product, the new styling makes it look so much better IMO. Quote Link to comment Share on other sites More sharing options...
T-dubz Posted August 26, 2021 Share Posted August 26, 2021 6 hours ago, Harley Lover said: It's supposed to look like this: Lights seem to be different on the production version. In the pic above, the headlights appear to be below the bars running through the grille and are horizontal, but spy shots show them vertical outside the bars. Quote Link to comment Share on other sites More sharing options...
Justdatdude Posted August 26, 2021 Share Posted August 26, 2021 So why are they considering standalone stores for 2 models and their variants? Quote Link to comment Share on other sites More sharing options...
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