Sam Krahn 
On July 13, Ford will unveil the all new Bronco family of vehicles with the truck-based Bronco two door and four door, and the unibody Escape-based Sport. And while the excitement and anticipation for these vehicles is huge, it’s only the start of a whole range of Ford Bronco vehicles, all with an off-road focus. Ford confirmed the family will expand in an interview with Automotive News.
Ford has already positioned the Bronco as a brand, rather than a vehicle in their range. This falls into the Ford Icons sub-brands the Blue Oval already has, like Mustang. In the interview, Ford’s U.S. consumer marketing manager Mark Grueber said they are starting with the upcoming three models, but will pay attention to customer demands to expand the lineup.
As of now, we already expect a Bronco Raptor (rumored to be codenamed “Warthog”), while a Bronco Pickup has been rumored (although that could actually be the Maverick). A Ford Bronco EV is also rumored. After that, it’s really hard to say, but Ford will certainly think of some ideas if the initial three models do well enough. Much like Jeep Rubicon and Mojave models, Ford may even introduce Bronco trim levels that cater to a particular off-road terrain, and refer to them as separate models in the Bronco family.
These new models won’t just be a victim of pointless badge engineering, though. Director of Ford Icons Dave Pericak said in the interview that “it’s not the name that makes the vehicle, it’s the vehicle that makes the name.” This means that all models wearing the Bronco badge will be true off-road warriors, not just an appearance package. Whatever vehicles come next in the lineup will have to earn the “Built Wild” tagline the upcoming SUV lineup will launch with.
Overall, this makes us hugely excited to see what the first three Ford Bronco models are all about, and see how the brand expands in the future.
