Bronco vs Wrangler is Real - 2020 Ford Bronco Forum
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post #1 of 19 (permalink) Old 12-30-2015, 01:12 PM Thread Starter
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Bronco vs Wrangler is Real



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?

Quote:
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.
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post #2 of 19 (permalink) Old 12-30-2015, 01:43 PM
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Well done!!

There's a guy in the comments with connections to Ford, he claims they've already begun the development work!!

Quote:
Yes. I wonít get to deep into it but the Bronco is being worked on. They arenít cutting tooling or anything for it but it is a planned product with people working on it. Obviously, the upcoming Expedition/Navigator and Explorer/Aviator are more important. Itís early enough in the process that Ford could kill it though.
the engine speculation was interesting as well, Cheers!



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post #3 of 19 (permalink) Old 01-05-2016, 10:26 AM
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He seems convinced that the Bronco is going to be 4 doors too.

Quote:
Itís not going to be a full size Bronco, but the Bronco was originally a compact SUV. Also, unlike Broncos in the past, it will have four doors.
Not familiar with Ford's background but why isn't this a coincidence?
Quote:
I also think it isnít a coincidence that this is happening after Alan Mulally left.
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post #4 of 19 (permalink) Old 01-05-2016, 04:22 PM
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Originally Posted by Moo View Post
He seems convinced that the Bronco is going to be 4 doors too.



Not familiar with Ford's background but why isn't this a coincidence?
might have been because he was focused on growth and bigger projects. We've seen a lot of more niche stuff happen since he left. The RS, the GT350R, the GT and now the Bronco.

I think Mullay was a good company man, a brilliant executive for sure, but not a total car guy. Not like Mark Fields is.

Makes sense the 4 door thing really, majority of Wrangler volume is done by the 4 door.



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post #5 of 19 (permalink) Old 01-06-2016, 09:29 AM
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Seems like almost half of the Wranglers are 4 doors. It's only the unlimited versions and that's 4 wrangler trims out of 9.

From bball40dtw:
Quote:
Well Ford has purchased Wrangler Unlimiteds and Wrangler Unlimited Rubicons, is benchmarking them, and is shooting for best in class capabilities.
So Ford is going after the 4 door Wrangler.
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post #6 of 19 (permalink) Old 01-07-2016, 09:54 AM
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Not definite but please include this in the design Ford!
Quote:
A removable top, up-sized tires, and the short front and rear overhangs associated with a genuine off-roader will help visually differentiate the Bronco from other Ford SUVs.
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post #7 of 19 (permalink) Old 01-07-2016, 03:17 PM
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Originally Posted by Moo View Post
Seems like almost half of the Wranglers are 4 doors. It's only the unlimited versions and that's 4 wrangler trims out of 9.

From bball40dtw:


So Ford is going after the 4 door Wrangler.

Wrangler unlimited is what they Call Wrangler 4 doors.



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post #8 of 19 (permalink) Old 01-08-2016, 09:58 AM
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Found this piece of interesting data about ford today. Ford's China sales for last year saw a 13% increase in the sales of sport utility vehicles like the Ecosport, Kuga, Edge, Explorer and Everest. Even more of an incentive for Ford to come out with the Bronco with the direction the market is moving.
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post #9 of 19 (permalink) Old 01-08-2016, 01:59 PM
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Among the mass of boring commuter SUV's the Bronco will be one of the coolest, just look at who drives the Toyota FJ Cruiser and what they like about it and why they bought it, we're likely to see people of a similar mindset here.
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post #10 of 19 (permalink) Old 01-08-2016, 02:48 PM
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Quote:
Originally Posted by Moo View Post
Found this piece of interesting data about ford today. Ford's China sales for last year saw a 13% increase in the sales of sport utility vehicles like the Ecosport, Kuga, Edge, Explorer and Everest. Even more of an incentive for Ford to come out with the Bronco with the direction the market is moving.
Yea but a US market Bronco would have no bearing on China. Chinese vehicles need to be produced in China for China.



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