Well Ford didn’t outright say that they’ll be bringing back the Bronco but their Chicago press release does give us hope that one of their four new SUVs will include the discontinued model.
In their press release, they mentioned that the new nameplates will cover “segments in which [the] company does not currently compete”.
This makes us think that the Bronco could be one of them. Sure Ford currently has the Escape, Edge, and Explorer but they aren’t as off-road-ready as the Bronco; a model that can compete with Jeep. US sales and marketing vice president Mark LaNeve thinks the Bronco is “a great nameplate” when reporters asked him about its return. And it is a great nameplate. The Bronco was one of the original SUVs and the early models are still very much sought after.
This shift towards expanding the SUV segment was decided upon when Ford looked at two variables, the low gas prices and its popularity among Millennials and Boomers.
With increased fuel efficiency in newer vehicles and low gas prices
, people are less likely to look at fuel costs when buying a car. The SUV market has been growing exponentially around the world and LaNeve says that they have the Millennials and Boomers
to thank for that. "As members of the 80-million-strong Millennial age group enter their prime child-rearing years,a leading indicator of more SUV sales, nearly 80 million aging baby boomers continue to prefer their SUVs" and LaNeve notes that many baby boomers want to “feel younger and more active driving an SUV.”
While that’s still not a confirmation for the Bronco’s comeback, it does raise our hopes because a new Bronco would fit every criteria listed in the press release.