Ford Brings Bronco Brand Back with Lots of Extras

When Dearborn-based Ford Motor Co. reintroduces its Bronco SUV, it will be a completely new vehicle with novel opportunities for owners to connect with the brand.
Ford Bronco lineup
The Ford Bronco lineup includes a two-door, four-door, and SUV. // Photo courtesy of Ford Motor Co.

When Dearborn-based Ford Motor Co. reintroduces its Bronco SUV, it will be a completely new vehicle with novel opportunities for owners to connect with the brand.

“Built Wild,” is the tagline the automaker is using to market the vehicle, which will be revealed July 13 at 8 p.m. EDT on Disney network channels National Geographic, ESPN, and ABC just as the Bronco reservation system opens.

With the new Bronco, Ford also is introducing U.S. off-road driving schools and events like Bronco Off-Roadeos, ways for owners and enthusiasts to engage with each other and the brand.

The all-new Bronco lineup includes a two-door, the first-ever Bronco four-door model, and the Bronco Sport. Bronco will be the only domestic brand of SUVs with standard 4×4.

Ford says every Bronco model is engineered to deliver “thrilling and confident off-road experiences” that build on the original 1966 Bronco DNA and racing heritage, with new updatable technologies and adventure-ready attributes created with today’s outdoor enthusiasts in mind.

“Bronco gave rise to the fun and versatile off-road SUV in 1966, becoming the first enjoyable sport utility vehicle for those who wanted to live, work and play outdoors,” says Jim Farley, COO of Ford. “Like the original, the all-new Bronco family is engineered to take you to epic places, with capability to deliver confidence on any type of terrain.”

Ford has produced a video with the “Built Wild” theme that will debut on July 13. This production highlights Bronco’s durability testing and off-road capabilities.

“Rugged vehicles are in our heritage and we see strong growth opportunities with this ever-more popular segment,” says Kumar Galhotra, president of the Americas and International Markets Group for Ford. “The Bronco brand meets that need by creating a family of truly capable off-roaders to take our customers further into the wild.  We’ve leveraged extensive off-road experience from vehicles like our F-150 Raptor to ensure that every Bronco delivers the ‘Built Wild’ toughness and durability our customers expect.”

According to Ford, Bronco holds a special place in popular culture and has been featured in more than 1,200 films and 200 songs. Since Ford ended production in 1996, Bronco SUVs have continued to grow in popularity with collectors and enthusiasts.

“Bronco delivers on the common thread desired by enthusiasts – authenticity,” says Mark Grueber, U.S. consumer marketing manager at Ford. “Building Bronco as Ford’s distinct outdoor brand includes a unique network of experiences, community, and engagement that extends far beyond ownership of Bronco and Bronco Sport models.”

The new Bronco experiences include the Bronco Off-Roadeos – four off-roading and outdoor adventure playgrounds built for all skill levels, with experiences designed to build confidence and inspire Bronco owners. They start opening next year.

Also connecting current and future Bronco owners as well as off-road fans and outdoor enthusiasts, Bronco Nation – an independent online community designed to elevate the excitement of owning a new Bronco or Bronco Sport. It enables owners and fans to be part of a passionate and knowledgeable off-road, adventure-driven community.

For the 2020 DBusiness list of 200-plus dealerships in metro Detroit arranged alphabetically by county and city, and then by dealer, visit here.

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