Amid rumblings about the Ford Ranger being built in America again, there’s news that the long-dormant Ford Bronco nameplate could return to take on Jeep’s off-roaders.
The Bronco name, used on a two-door SUV from 1966 until 1996, could be revived and based on a pickup chassis, according to Bloomberg. Ford showed a Bronco Concept in 2004 at the Detroit Auto Show inspired by the original 1966 model and powered by a 2.0-liter turbodiesel and dual-clutch transmission, but recently trademarked the Bronco nameplate again.
Sources close to Ford told The Detroit News the automaker and the United Auto Workers are negotiating a deal to bring the Ranger midsize pickup to production at the Wayne, Michigan plant that will stop building the Focus and C-Max when production of those vehicles moves to Mexico in 2018. It’s the same plant where the Bronco was built in the first place, too, and is capable of producing 250,000 vehicles per year.
Ford is the latest automaker to try and tap into the continued strong demand for the Jeep Wrangler. In January, sources close to GMC dealers said General Motors was considering a GMC-badged rival to the Wrangler, which would also serve as a replacement for the discontinued Hummer brand. FCA is already planning a redesigned Wrangler which is said to get vastly improved fuel economy without damaging its off-road credentials. And other than the Jeep, only the Toyota 4Runner is still playing in the mainstream hardcore off-road SUV segment anymore.
The Bronco was discontinued in 1996 when it was replaced by the four-door, full-size Expedition. That was two years after O.J. Simpson’s infamous low-speed police evasion on a Los Angeles freeway before being arrested in connection with the murder of his ex-wife.
Perhaps the new Bronco-buying generation won’t immediately associate the vehicle with that case, but it would be interesting and actually refreshing if Ford revives these two historic and popular truck names.
Pictured: First-generation Ford Bronco, 1992-96 Bronco, 2004 Ford Bronco Concept
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