The Ford Bronco is a hot commodity, so it’s surprising to learn the upcoming Bronco pickup has reportedly been cancelled.
While Ford never officially confirmed plans for the model, the Bronco-based truck was expected to arrive in 2024 and battle the Jeep Gladiator.
That apparently isn’t happening as Automotive News talked to two “knowledgeable” sources, who told them the truck has been scrapped. Ford has reportedly communicated this decision to suppliers, but there’s no word on why the project was shelved.
Also Read: Ford Bronco Returns To Blow The Jeep Wrangler’s Doors Off
Since the truck was never officially announced, it’s not surprising that Ford is being tight-lipped about reports of the cancellation. However, Ford’s Mike Levine told the publication “We continue to see strong demand for our full portfolio of rugged trucks and SUVs, including Bronco-brand utilities and our best-selling Ford truck lineup.”
That could be part of the reason the Bronco pickup was axed. The model was expected to borrow heavily from the Ranger and likely would have cannibalized sales from the truck. While Ford officials recently told us 70% of Bronco customers are conquest buyers, that would be hard to replicate in the truck segment where Ford is already the dominant player.
Jeep didn’t have this problem with the Gladiator as it doesn’t overlap with the Ram 1500. That being said, the model was initially expected to spawn a Ram Dakota successor but it was apparently axed before being reborn as an electric unibody pickup that will ride on the recently announced STLA Large platform.
