Ford exec predicts new Bronco will lure Jeep buyers
While “Jeep dominates” the popular off-road vehicle market, Ford Motor Co. is strategically planning to steal customers from Fiat Chrysler Automobiles, Jim Farley, chief operating officer, told Wall Street analysts recently.
Target: Jeep Wrangler buyers.
Ford has kept hidden the design of its upcoming new model. However, the company has hinted that the Bronco R hints at the design of the upcoming Bronco.
“This is our opportunity,” Farley said at the 2020 Global Auto Industry Conference hosted by Deutsche Bank.
“Ford has proven credibility in the off-road space,” he said.
The automaker recently announced plans to unveil the new Bronco in July.
“The Bronco lineup has big upside potential in a growing off-road category,” Farley said. “Jeep dominates and accounts for a significant portion of FCA’s revenue and global profit.”
Ford built the popular mid-size SUV from 1966 to 1996. Collectors have pleaded with Ford to make a return and now their wishes are coming true.
“Ford has proven credibility in the off-road space with Raptor now in both F-150 and Ranger and people love it,” Farley said. “We’re already the No. 1 cross-shopped brand with Jeep. And Bronco is an iconic and beloved franchise. We will soon introduce what we believe is a much superior product.”
While some Jeep owners drive off-road with their Jeep Cherokee and Grand Cherokee, Jeep fans widely regard the Wrangler as the primary vehicle for rockclimbing and other off-road adventures such as rock crawling.
“Jeep Wrangler has long been dominate and pretty much alone in its category,” said Michelle Krebs, executive analyst at Cox Automotive. “Every automaker has eyed how to chip away at Wrangler, including Ford with the Bronco.”
A spokesman at Fiat Chrysler didn’t immediately comment.
The Bronco will go on sale next year. Ford will offer it in a two-door and four-door version.