Quit Dreaming About A Bronco-based Pickup
Now, we are disappointed hearing about this because a Bronco-based pickup truck would’ve been a complete badass. Also, there were multiple reasons that went in its way. For starters, this would’ve been another step at taking on the Wrangler. Then, the original Bronco was sold as a pickup truck. Not to mention, Ford is the undisputed leader of the pickup truck market. So, it was not vague speculation, per se. However, according to Automotive News, this rumored plan has been ostracized. The Bronco pickup was expected to arrive in 2024, but now it won’t see the light of the day
What Could Be The Reason For A Bronco Pickup To Be Scrapped?
There are a ton of reasons we can think of as to why the Bronco pickup was dropped, and here are some of them:
Ford Already Has A Midsize Pickup Truck
Back in July 2020, there was a report of the Ford pickup arriving in 2024, and everything seemed quite legit about it. But, it wasn’t meant to be. Now, we don’t exactly know the reason behind it, but we can speculate what it could be. The Gladiator serves as the mid-size pickup truck in Jeep’s lineup, and by extension, even the Stellantis’ portfolio. Ford, on the other hand, already has a mid-size pickup truck that could rival the Gladiator. I’m talking about the Ranger here.
Building another midsize pickup truck would either make the Ranger irrelevant or make the Bronco pickup dead on arrival. If they were to coexist peacefully, there’s no way one wouldn’t cannibalize into the other product’s sales.
Does This Mean The Ranger Raptor Is Coming?
Yes, the Ranger isn’t as off-road friendly as the Gladiator, but what if it could be? What if the Bronco pickup being canceled is actually a blessing in disguise? What if Ford is planning to let the Bronco continue as the SUV-stalwart and introduce the Ranger Raptor in the U.S.?
The Ranger Raptor is a forbidden fruit Stateside and Ford has turned a deaf ear to the wants of the enthusiasts. Instead, all we get is the Ranger Raptor ‘Special Edition’ that’s nowhere close to the “Ranger Raptor”. Ford has been teasing the Ranger Raptor for the States like a bully dangling candy in front of a kid. In July last year, it was reported that the Ranger Raptor might finally be coming to this side of the ocean. The news of the Bronco pickup being canceled adds weight to this year-old news.
To think of it, it makes complete sense since Ford already has a Ranger Raptor in Europe and a Ranger here. The midsize truck has settled in well and can have an alter-ego living by its side. Unless it is priced exorbitantly higher than the Jeep Gladiator or clashes with the F-150 Raptor (which won’t be the case), we don’t see why it would fail.
The Maverick Might Have Put A Spanner In The Works
Another good reason for the Blue Oval to cancel the Bronco-based pickup could be the arrival of the Maverick. The Maverick is in no way comparable to what the Bronco-based pickup would be, but it may have played a spoilsport in the Bronco pickup’s development. To think of it, if Ford hadn’t built the unibody truck, the Ranger could perhaps be repositioned and the Bronco’s pickup could’ve slotted into the lineup without much hassle. With the arrival of the Maverick, there isn’t much space for the Ranger itself to move around; so, forget about another truck in the loop.
Ford Has Its Hands Busy With The F-150 Raptor R
Ford introduced the new F-150 Raptor earlier this year and announced that it will be building a V-8 version of the truck called the Raptor R. The Raptor and the Raptor R will effectively sandwich the Ram TRX and it could spell trouble for the latter. Considering what an accomplished product the TRX is, Ford will have to come up with a flawless and faultless truck. Perhaps, investing its financial and technical resources there makes more sense at the moment than investing in a Bronco-based pickup truck.
Ford Is Perhaps Reserving The Bronco-based Pickup For A Future EV
None of the trucks that Ford currently has is going electric, other than the F-150 Lightning, of course. Look at the electric trucks that are revealed and you’ll realize that all of them have insane off-roading capability; the Tesla Cybertruck, the Rivian R1T, the GMC Hummer EV, etc. Now, Bronco has been spun off into a standalone brand, and introducing a Bronco-based pickup truck could further build ‘Bronco’s’ credibility. Let’s not forget that Jeep’s now got an electrified Wrangler (art189467) and an electric Gladiator isn’t a far-fetched thought.
A Bronco pickup might not be happening, but a Bronco Raptor/Warthog and an electric Bronco will surely happen. There still is something to anticipate and rejoice about. Can you think of any other reason why the Bronco pickup is canceled? Share your thoughts with us in the comments section below.
Source: Automotive News
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