Our friends over at TTAC recently published a piece looking at why the Bronco is likely to be in showrooms in less than 2 years time.
The long and the short of it is essentially that Ford wants to leverage their domination in trucks to other segments, namely SUV's. They've been fairly competent with light truck rollouts the last few years, THe Explorer, Escape and Edge all enjoying relative success in their respective segments.
However one area Ford does not have a presence is in the hardcore off road market. Yes they make the Raptor, but thats a $60,000 halo vehicle, not something for your average John Q. Public.
Essentially Seth Parks is arguing that Ford MUST build a Wrangler rival out of the Bronco if they're hoping for a modicum of success. What say you?
Originally Posted by TTAC
The Bronco needs to be mid-size SUV, like the Wrangler. The full-size SUV segment is the only SUV segment in decline — and it’s small, totaling just 270,000 units versus the mid-size segment’s 1.9 million. The global Ranger T6, the nearest stand-in for the new Ranger, sits 73.2 inches wide, less than a half inch narrower than the 2015 Wrangler. If Ford continues its well-established trend toward global architectures, the next Ranger will not only underpin the Bronco, it will also replace the T6. Sharing the Ranger platform helps ensure the new Bronco hits the the market sweet spot in terms of size and price.
The Bronco is ideally suited to share a platform with the Ranger because of the development of the platform itself. Developing a shared platform from the outset with both a pickup and a removable top SUV as its internal customers is a winning strategy. Not only are the development costs amortized over more units, but the quality of the solution is improved. In the absence of this shared development, the Bronco business case would have been radically altered. For example, the F-150 platform was never intended to telescope down to Ranger size and an all new Bronco-only platform would have been cost prohibitive.
Head on over to TTAC
for the full piece, it's well worth the read for any Bronco aficionado.