Will the 2020 Ford Bronco Match Jeep Wrangler Sales?
The all-new 2020 Ford Bronco doesn’t need to be another high-earning F-150, but it does need to turn a profit to survive.
Nearly a year after we learned that the 2020 Ford Bronco would become a reality, not much has been said about it. So far, Ford has been incredibly tight-lipped regarding the rebirth of its legendary nameplate, which means that speculation has run rampant ever since, of course. If anyone ever doubted the passion Bronco fans have for their beloved SUV, they certainly don’t anymore.
At this point, it seems like anything less than a full-on Jeep Wrangler fighter would be a massive disappointment. Most fans are clamoring for a two-door, solid axle, off-road specialist with a removable roof. So it would make sense to jump the gun and assume that’s what the 2020 Ford Bronco will be. But then comes the question – will Ford sell enough of this niche vehicle to make it a profitable venture?
For Jeep, keeping the Wrangler alive is a no-brainer. After all, they sell a ton of them – around 15,000-18,000 per month. But can Ford capture some of those sales? It’s a fair question and one that could determine whether the Bronco’s revival is sustainable or merely a short-lived flash in the pan.
For some insight, we turned to analyst Sarah Priestley and senior auto specialist John Rosevear of investing site The Motley Fool. Their recent discussion on the topic is no doubt fascinating, and more importantly, music to the ears of Bronco and Ford fans alike.
” I think it’s going to be a niche product,” Rosevear says. “I think it’s going to be Ford’s take on the general idea of the Jeep Wrangler, which is what the original Bronco was way back in the 1960s. It’s not going to sell 30,000 a month like the RAV4, CR-V does, or even 25,000 a month like something like the Escape does. It’s a niche product. It will help keep that factory at full potential. They’ll probably have two shifts on for a while producing Rangers and Broncos.”
“They’ll do it with dramatic styling, it’ll improve their image, they’ll sell it at fat profit margins, people will love it.” – John Rosevear
Rosevear believes that the Bronco will be successful, meeting or exceeding Ford’s goals for it. He also believes that it’s more likely to vulture sales from the Mustang than the Wrangler. He sees it as more of a “weekend” vehicle for those who also have an F-150 in the garage. Which very well may be the case. So the 2020 Ford Bronco may not be the Jeep Wrangler killer we want it to be in regards to sales. But it might just be the suitable real-life alternative everybody desires.
How do you feel about that?