While everyone focuses on the Bronco, the Bronco Sport is already selling like hotcakes.
Flexible Offering
While everyone focuses on the forthcoming return of the Ford Bronco, its baby brother the Bronco Sport might just be a more important vehicle for the automaker. And so far, it's seemingly been a hit, spending little time on dealer lots and receiving rave reviews from everyone who's driven it. And while most will never venture off-road in one, the Bronco Sport's flexibility is what makes it extra appealing.
Photos: Ford
Money Meet Mouth
What's particularly interesting about the Bronco Sport is that the people behind it wanted it to be something more than just another new crossover. That much is evident from the story of Jovinna Young, Ford's Bronco Sport marketing manager. Young was one of several women to pilot the new crossover in this year's Rebelle Rally, which gave her a chance to show off what this vehicle is really capable of.
Photos: Ford
>>Join the conversation about the 2021 Bronco Sport right here in the forum.
Authentic Message
"I wanted to make sure I was being authentic in the message I was talking about with Bronco Sport,” Young explained to CNBC." And while Ford understands that few Bronco Sport owners will actually take their vehicles off-road, they didn't just want to make something that looked the part - they also wanted it to be capable of backing up its rugged, outdoorsy looks.
Photos: Ford
>>Join the conversation about the 2021 Bronco Sport right here in the forum.
Dual Purpose
Thus, the Bronco Sport mimics the styling of its big brother but is geared more toward on-road comfort. "We wanted to make sure we had a balance," said Eddie Khan, engineering manager of the Bronco Sport. "We were not tuning this vehicle with the on-road or off-road in mind. We were tuning it with both in mind."
Photos: Ford
>>Join the conversation about the 2021 Bronco Sport right here in the forum.
Better Seller?
It might come as a shock to some, but experts expect that this mix will ultimately appeal to more buyers than the more hardcore Bronco. "We expect Bronco Sport is going to be higher volume than Bronco," said Stephanie Brinley, principal automotive analyst at IHS Markit. "It's more affordable and it meets the needs of more people. The capability of the Bronco Sport is more in line with what people need on a given day."
Photos: Ford
>>Join the conversation about the 2021 Bronco Sport right here in the forum.
Wide Appeal
So far, Ford has been mum about how the Bronco Sport is selling and its capacity for production, but has said that it can produce around 200,000 Broncos per year in Michigan. Regardless, its lower entry price, better on-road manners, compact size, and rugged styling figure to make it quite appealing to a wide range of buyers, from young folks looking to get away from the city on the weekend to suburban moms.
Photos: Ford
>>Join the conversation about the 2021 Bronco Sport right here in the forum.
Entry Level Off-Roader
But then again, the Bronco Sport's baked-in off-road capability, along with a host of features like G.O.A.T. modes, makes it appealing for prospective off-roaders, too. "Especially getting started in off-roading, it’s a great entry point for anyone who looks to do that," Young said. And it's that sort of broad appeal that promises to make the Bronco Sport a hit in the showrooms.
Photos: Ford
>>Join the conversation about the 2021 Bronco Sport right here in the forum.
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