The 2021 Ford Bronco has a wide range of available accessories. But one that’s always been slightly puzzling is the brush guard, or what Ford calls the safari bar. The bar was high quality steel, attached to the front bumper and provided protection to the grille and beginning of the hood, but covered the rad Bronco logo on the front end. It seemed odd that Ford would cover up the logo in their design, especially when there isn’t a single Ford badge on the vehicle. It seems soon-to-be Ford Bronco owners didn’t love it either, as the Bronco Nation has just shared photos of an updated safari bar design that’s replacing the old design before it even left the factory.
The updated design is very similar to the old one, just sitting higher on the grille so it doesn’t block the Bronco lettering. The old version blocked everything but the “B” and “O” that bookend the word Bronco. Check out the pair side-by-side below.
It’s not like the old bar would have hidden the fact you’re looking at a Ford Bronco. Its design has already implemented itself as an instant success, outside of the automotive sphere, and people everywhere will know a Bronco when they see one. But it was a strange decision to make the bar go directly across the logo, when they so easily could have gone below or above it like on the new bar.
It looks like Ford is making this change before the Bronco even goes on sale, too. Bronco Brand Manager Esteban Plaza-Jennings told Bronco Nation, “we heard the feedback on the safari bar and, like the unique first edition color and interior, quickly incorporated changes in the design based on reservation holder input.” If you’ve got a Ford Bronco coming with a safari bar, it’ll go above the logo. And you’ll be getting the bar if you have a First Edition model, as it comes standard.
We like this “listen to the customers” attitude Ford has had lately. It saw the Bronco First Edition get a black interior color, and gave the all-new F-150 tons of neat features born out of customer feedback. It’ll be interesting to see where else this mindset pops up moving forward.