Lucas Bell 
With the debut of the 2021 Ford Bronco and Bronco Sport models less than a week away at this point, the Blue Oval has been busy feeding us all more teasers about the new trucks. Yesterday, the automaker confirmed they will actually be creating a Bronco Brand, and that all of the models will follow their new “Built Wild” mantra.
According to the Blue Oval, the reborn off-roader will be the forefront of the company’s new outdoor lifestyle brand. In a pair of videos uploaded to their YouTube channel, Ford gives us some never-before-seen looks at the Bronco, as well as our first look at all three models together, albeit in silhouette. In these Bronco Brand teasers, Ford details how the new Built Wild tagline defined every part of these trucks. From their 4×4 capability to their rugged styling, Ford has aimed to make the Broncos capable of tackling whatever their drivers throw at them.
In order to create this new identity for the trucks, the company looked back at their past. When the original Bronco was in development, the project was called GOAT, or Goes Over Any Terrain. In order to ensure the new SUVs live up to this founding principle, Ford has designed a new series of torture tests designed to simulate all sorts of abuse a driver could experience off-roading. They’ve even developed unique terrain management and suspension systems that promise to bring class-leading performance.
Like the Mustang brand, rumors about a Bronco brand have swirled for some time now, so this development isn’t entirely surprising. That said, if this strategy pays off for Ford, it’s possible that other beloved models could adopt their own sub-brands in the near future. For now, we’ll have to wait a few more days before getting the complete run-down on Ford’s newest brand and its 4×4 offerings.
