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FORD BRONCO PICKUP TRUCK DIDN’T MAKE ENOUGH SENSE FOR PRODUCTION

There’s Just Too Much Ford Truck Competition In the Stable

Ford Bronco U260 Concept Pickup Truck Woodward Dream Cruise
Image copyright Steven Pham, Muscle Cars & Trucks.

What happens when rumors of rumors die? Nothing. Unless you’re the kind to get your hopes higher than a Snoop concert circa 1998, in which case, you’re probably pretty bummed about the most recent Bronco news. What we’re saying is that Ford has scrapped plans to build a Bronco pickup truck by 2024, according to Automotive News. The outlet’s sources familiar with the project say that Ford has told suppliers that it is discontinuing the project. AN reached out to Ford spokesman Mike Levine, who declined to comment.

Ford Bronco U260 Concept Pickup Truck SUV
The Bronco U260 Design Concept. Image copyright Steven Pham, Muscle Cars & Trucks.

Ford Bronco Pickup Truck Would Fight With Family

While the plans were never confirmed, they were rumored as far back as 2019, before the Bronco Concept had even been revealed, with rumors swirling of a 2022-2024 release. But then it would have to fight with the brand-new Ford Ranger pickup truck. Which shares the same platform as the Ford Bronco, so it would be of similar size, shares the same powertrains, and is to be built in the same plant. The next-gen Ranger is also to have an off-road performance portfolio of its own, including a new Tremor and a new Raptor variant.

So would the justification of added time, capital, tooling, supply chain contracts, etc., really be worth it for Ford Motor Company to offer a redundant midsize pickup truck with removable doors? Maybe if the Bronco brand grows out of the current Ford franchise stable – which it could – then we might be able to see the business case. But that’s the current reality, so we think Ford is in the right by canceling a Bronco pickup truck.

Another possible reason for axing a future Ford Bronco pickup truck could be the company’s push towards EVs. The automaker said that they’re gunning for 40% of all sales to be EVs and adding another gas vehicle, especially one like the Bronco, would knee cap that goal.

Ford Bronco Pickup Truck Patent Drawing
A suspected Ford Bronco patent drawing. Image via USPTO.

Written by Kyle D

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