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Ford Disclosed Future Product Hints During Its 2023 Capital Markets Day

Ford Bronco Future Variants Derivatives Capital Markets Day 2023 Work Luxury Premium Heritage Plus +

The 2023 Ford Capital Markets Day has come and gone, and what a day it was. The nearly 6-hour-long presentation was densely packed full of information on what Ford Motor Company plans to do with regard to tackling unnecessary costs, quality issues, manufacturing and supply bottlenecks, as well as readying its next generation of electric vehicles. That was all in the first couple of hours. If you tuned in long enough, there were a few future product details that various Ford executives touched on. And the Ford Bronco was no exception. During his time on the stage, Ford Blue Vice President of Product Development Operations and Quality Jim Baumbick shed some light on what’s next for the company’s go-anywhere SUV.

In the graphic pictured above, we see that Ford intends to soon offer a “Work” version of the Ford Bronco, as well as “Premium” and “Heritage+” versions. Below, we’ll detail what that could mean.

Service Unit Ford Bronco ARB 2022 SEMA Show
Image via Ford.

A Ford Bronco “Premium” would likely slot itself in a space currently occupied by the Jeep Wrangler High Altitude. This street-focused Jeep sees 22-inch wheels, body-colored fenders and other accents, as well as a more posh interior. At the time of this writing, it’s priced from $55,515, including destination.

As for a “Work” Ford Bronco derivative, it’s unclear what direction it could take. But if late Ford T4 Troller (an SUV that was exclusively sold in Brazil) is any indicator, it would be a no-frills SUV meant for uses in remote areas. Such use cases could include off-road ambulances, park ranger vehicles, and forest fire response. Ford has clearly entertained the thought of such a Bronco, as seen with the ARB Service Unit Bronco, pictured above. Another ideation is the Bronco Fire Rig Concept, pictured below, done in collaboration with fashion brand Filson. A third “Work” Ford Bronco teaser came in the form of a truck: the BDS Suspension Ford Bronco SEMA Concept that donned fire-fighting outfit.

A “Heritage+” Ford Bronco has us thinking about another iteration of a retro-inspired package, building off what we currently see with the available Bronco Heritage Edition. We could see more body color and chrome work, as seen on the Ford Bronco Pope Francis Concept, pictured at the bottom of this article.

Ford + Filson Bronco Fire Rig
Image Via Ford.

Baumbick also pointed out that Ford’s product derivatives, such as the Bronco Raptor, see profit margins that are at least 30 percent higher than the standard variant they’re based on, eluding to the business cases of these vehicles.

Ford didn’t disclose the potential names for these upcoming Bronco “Work” and “Premium” derivatives, nor are there any clues of future names currently registered with the United States Patent and Trademark Office.

2021 Ford Bronco BDS Suspension SEMA Show pickup truck
Image via Ford

Baumbick, who already once mentioned that “a ton more” Bronco versions are on the way, made note of the Ford Bronco’s modularity, helping engineers bring a spectrum of variants that are focused on sub-demographics to market quickly. Seeing as there are no less than nine different Bronco trims, each in both 2-door and 4-door versions, that definitely appears to be the case. But where customers are certainly spoilt for choice when it comes to the Bronco, Ford continues to fight quality and supply issues as it manages a thick customer backlog. At the moment, the base Ford Bronco is seeing extremely limited availability, while the Bronco Everglades —an SUV that comes standard with a snorkel and winch that’s capable of wading through 3-feet of water— is absent from the roster entirely.

“Jeep has owned this segment for way too long. From day one on Bronco, our goal was to play to win. And for the first quarter of this year, Bronco outsold Wrangler for the first time ever in retail sales,” said Baumbick.

2021 2022 Ford Bronco Pope Francis Center First Edition
Image via Ford Motor Company

Written by Manoli Katakis

Muscle Cars & Trucks was founded by Manoli Katakis - an automotive media veteran that has been covering the latest car news since 2009. His journalism has uncovered dozens of major product changes, updates, plans, and cancellations long before automakers were ready to make things official.

Some highlights over the years of his reporting include the uncovering of the Zora trademark before anybody else reported on the coming of a mid-engine Corvette, as well as the dead-accurate reporting of the coming of the Chevrolet Colorado ZR2, two years before it hit the market, and even before the debut of the concept vehicle. This type of reporting has immediately continued here, with reports of the original seventh-generation Camaro plans being shelved, as well as what's in store for the Chevrolet Silverado.

Some of his work can be found on massive automotive media outlets, such as Motor1. He also has been a guest on the 910AM Radio Station with Detroit News auto critic Henry Payne, as well as the enthusiast-oriented Camaro Show podcast.

Over the years, Manoli has interviewed various automotive industry titans, leaders, and people that make things happen otherwise. These include figureheads such as GM CEO Mary Barra, GM President Mark Reuss, automotive aftermarket icon Ken Lingenfelter, Dodge firebrand Tim Kuniskis, along with various chief engineers of vehicles such as the Ford F-150 & Mustang, Chevrolet Camaro & Corvette, and many more.

At MC&T, Manoli is taking his journalism expertise, deeply planted sources, driving abilities, and automotive industry knowledge to new levels, covering more vehicles and brands than ever before. This is the place where you will continue to read groundbreaking stories about American performance vehicles, pickup trucks, and sport utility vehicles. Here is where you’ll also read insights and quotes from various automotive subject matter experts on the latest relevant products, as well as some of the latest official news from their manufacturers.

Fun facts: he also once beat Corvette Racing driver Tommy Milner in an autocross with a Chevrolet Bolt EV. The biggest vehicle he’s ever driven is a John Deere mining truck. Besides a go-kart, the smallest vehicle he’s driven has been a Hyundai i10. He’s also spent time in the cockpit of various American performance vehicle icons, including the fifth-generation Chevrolet Camaro Z/28, Dodge Challenger Demon, and Ford Mustang GT350R. He has reviewed dozens of trucks, SUVs, and performance vehicles over the years.

One of his favorite new vehicles on the market today happens to be the Chevrolet Colorado ZR2 Bison. He is also a card carrying member of the Sports Car Club of America, and regularly participates in Detroit Region autocross events.

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