When Ford announced that they would be abandoning the passenger car segment to focus on money-making SUVs and trucks, we knew that the company portfolio would undergo a dramatic shift. New vehicles like the Bronco, Bronco Sport and Mustang Mach-E all solidify the talk surrounding the sub-branding of Ford Icon models, and it doesn’t appear that the Blue Oval is done yet. According to a report by Autoweek, a Mustang sedan, EV coupe or SUV model might not be far off.
Speaking with Autoweek, a source close to Ford all but confirmed the company’s plans to extend the Bronco and Mustang models into their own sub-brands. While this in itself isn’t new information, the source gives us a better look at how Ford will execute this plan. The Mustang sub-brand is slated to be performance oriented, featuring a wide range of models that fit within that ethos. The source said that just about everything is on the table right now, including a Mustang sedan (!), an EV coupe and/or convertible, a hybrid, another crossover, and possibly even a pickup.
There was more than a little bit of an outcry when an electric crossover debuted with the Mustang badge on its nose. That said, the 2021 Mustang Mach-E is basically sold out. It is clear that Ford can capitalize on the merits of their Icon nameplates, and that people will buy a Mustang-branded vehicle. Now that they’ve already built the crossover, would anyone really be upset about a Mustang sedan built to take on the Germans?
As for the Bronco sub-brand, the source says that expanding the lineup is a no-brainer for the company. The Bronco is one of the most beloved off-roaders ever, and its return to the market has been speculated on like no other. A Bronco Sport-based truck model isn’t out of the question (though it could be the all-but-confirmed Maverick truck), and neither are EV or hybrid powertrains in the near future.
We aren’t against the idea of sub-brands here at MC&T. We’ve argued the merits of a Corvette-based sub-brand for ages, specifically as a way to expand the GM Performance lineup. Ford appears to be doing just that with the Bronco and Mustang nameplates, which is something we might be able to get behind. If Ford can build some seriously cool metal that we enjoy driving, does it matter what badge is on the nose?