Bronco Rollout is as Important as the Bronco Itself
Getting the new Bronco right should be Job #1 for Ford, but it’s important to also get the launch right. We have some suggestions…
We’re getting closer and closer to the launch of the all-new Ford Bronco. You’re excited, I’m excited, and even Ford is excited. While I’ve been talking about the Bronco for nearly as long as I’ve been an automotive journalist, there’s something that I haven’t talked a lot about; the rollout.
It’s extremely important for Ford to get the product right. Ford previewed that very product a few weeks ago. But what we don’t know is how they’ll show the Bronco to the world.
I’m expecting a debut at the 2019 North American International Auto Show in Detroit in January. While one could argue that the Los Angeles show is better suited for it and the target buyer, they’ve done everything Bronco related so far in Detroit.
After the product introduction, which won’t be all the details we’re looking for, Ford should prepare the Bronco and take it where off road people go. They should go to Moab.
More specifically, they should go to Moab with the new Bronco DURING the 2019 Easter Jeep Safari.
Ford won’t say the Bronco is a direct competitor to the Wrangler, but with a small off-roader coming, it sets the Bronco up to be the more extreme off-road vehicle. Did they benchmark the Wrangler in development? You bet your ass they did.
Every year Jeepers form around the world descend on Utah around Easter to show off their rigs and hit the trails. Jeep even has their design team come up with some crazy concepts and bring them out to show off. It’s a party looking to be spoiled.
With respect to my friends at Jeep, it’d be a heck of a party if Ford showed up in the new Bronco and hit the trails with it. It would dominate the news cycle that week, which is typically consumed by the Jeep concepts, and it’d show the competition — and fans of the new Bronco — that Ford is here to play, and they’re serious.
The beauty is that the Jeep folks are true enthusiasts, and the folks working on the Bronco are the same. That’s why I’m optimistic about the Bronco’s credentials when it goes on sale.
Hopefully, with the Ranger already in production, it won’t take as long as a year from the official reveal of the Bronco until it goes on sale. I’d love to have an opportunity to drive it next summer and not next winter. Plus that’ll fall in line for when we expect the Jeep Wrangler pickup truck to hit the market. Having the Ranger and Bronco to go up against those two Jeeps will be a competition we haven’t seen in a long time in the segment.
FCA and Ford already duke it out in the muscle car wars, but an even more epic battle lies within the off-roader segment. Mark my words, things are going to get interesting.