The Ford Bronco may still be trailing the Jeep Wrangler in the sales race but it continues to prove popular among buyers and soon, will become even more enticing with the release of new versions.
While recently speaking at the 2023 Bank of America Global Automotive Summit, Ford vice president of production development operations and quality, Jim Baumbick, said that additional Bronco variants in the vein of the Everglades, Raptor, and Heritage are being developed.
“Derivatives are an opportunity, when you have something like a winning product like Bronco, to actually extend into new and different spaces, right, going after different customers,” he said. “So there’s three examples on the screen here with Everglades, the Raptor and Heritage, all distinctly going after different customers. This is just the start. We have a ton more coming.”
Read: Jeep Wrangler Outsells The Bronco Again, But The Ford Is Closing In
Buambick added Ford is eager to leverage demand for the Bronco and produce a host of different versions meeting the requirements of customers, Muscle Cars & Trucks notes.
“On Bronco, we’re never going to let the foot off the throttle pedal,” he said. “We have a ton of opportunities in different spaces to speak to different customers. And I can tell you with perfect certainty if you look at something like a Bronco Raptor customer versus a Heritage customer, they’re very different. And for some customers, it’s a bit of a rustle. They want both. So this is a really incredible opportunity for us to leverage.”
Sales data from the first quarter of this year reveals that Ford managed to sell 32,430 examples of the Bronco in the United States. This represents a spike of 37.6% from the first quarter of 2022. By comparison, Jeep sold 37,971 examples of the Wrangler in Q1 2023 and while that still places it ahead of the Ford, sales were down 17% from the 45,551 sold in Q1 2022. If the trend continues, the Bronco may soon start outselling the Wrangler.
Nevertheless, Baumbick did not reveal what form future versions of the Bronco could take.
