Bigger Ford Bronco Spied, Suggesting Two-Vehicle Strategy19
We just got a look at a string of brand-new spy shots published by our sister publication, Ford Authority, that seemingly reveal a new Ford Bronco mule with an F-150 body. This is the first time this mule has been seen in public, and follows hot on the heels of previous spy images captured in March that show another Bronco mule with smaller dimensions and Ford Ranger body pieces. All this leads our colleagues at Ford Authority to conclude that the vehicle in the spy shots is a full-size Ford Bronco mule that will be sold alongside another, smaller Bronco model (which we can call “baby Bronco). And all that begs the question: will GM have a response?
When the original Ford Bronco mule – the one in the checkered camo pictured below – was spotted in February wearing the cab of the current Ford Ranger (and looking hilariously ugly, in the process), everyone thought it was a mule for the future Ford Bronco. However, with the emergence of this new mule, which is obviously larger than the original, with an F-150 Regular Cab, a shortened Short Bed, and various F-150 Raptor trim bits, our friends at Ford Authority believe that this is our first evidence of a two-fold Bronco model strategy from The Blue Oval.
A two-fold strategy for the upcoming Ford Bronco would be a smart move on Ford’s part. With the full-sized Bronco based around the F-150 and the “baby” Bronco based around the Ranger, Ford should be able to reach scale with both models, while targeting both utilities to the off-road crowd. After all, Ford already has a complete line of crossover utility vehicles with the EcoSport, Escape, Edge, and Explorer.
In that strategy, the “baby” Ford Bronco would essentially take on the Jeep Wrangler as an offroad-capable utility with smaller dimensions capable of conquering narrow trails, while leaving the “regular” Bronco to be a larger model.
So where does that leave GM? Well, we know The General has been busy benchmarking the Wrangler, so it may have something in the works to challenge the “baby” Bronco. But when it comes to a larger Bronco competitor, we’re left scratching our heads.
As far as we know, there’s nothing in GM’s current or future lineup that could go toe-to-toe with a full-sized Bronco, if that is indeed what we are looking at in these spy shots. And that could pose a problem, since The General would be at a rather noteworthy disadvantage.
We’ll keep our ears to the ground on this developing story. In the meantime, be sure to subscribe to GM Authority for around-the-clock GM news coverage.
Source: Ford Authority
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that thing is fugly….plain and simple!
I think the picture is just a test mule.
Peter, as we mention in the article, this is a mule, and does not communicate nor foreshadow how the final product will look like, except for the underpinnings and various other mechanical components.
Could the Tahoe not compete with the bronco with some off road upgrades
Theoretically, yes. But from what it seems like, this here “large” Bronco will have a very short wheelbase, making it ideal for off-road use. The “baby” Bronco spied earlier also has a short wheelbase, possibly even shorter than the “large” Bronco… so the same thing applies to it as far as off-roading goes.
By comparison, the Tahoe is too long with a wheelbase that’s too long to do anything worthwhile off-road. Hence why Ford is building dedicated off-road vehicles… rather than repurposing an Expedition (direct competitor to Tahoe).
Speaking of which could this really be a Raptor Short bed to make it more adapt for running tails and rock climbing? the Raptor as it is is more suited for desert running and open running not rocks or climbing trails as much.
A short bed with improved approach angels would improve trail ability. Old Short bed trucks are very popular with off roaders as they can fit them in and climb so much better than a crew or extra cab.
The ZR2 is popular due to smaller size for trails.
Just a consideration.
If they make a Raptor short bed regular cab, I’m buying one.
GM has no imagination and makes mediocre
at best, interiors. Especially the GMC brand that could fetch much higher ATP and yet they leave with no NO new models??
The real question will this sell in number great enough to make mone.
The market for short two door off road vehicles dried up. Even the zwrangler is more 4 door than 2 door.
Larger SUV models like the Tahoe are not selling in numbers like they once did.
GM and Ford killed two Broncos and Blazer two doors due to poor sales oncecand 4 door sales are even stronger today.
Ford already made a mistake going all aluminum in the full size truck as it has cost them profits as the industry is going mixed materials.
The bottom line is once the small segment who wants a two door is fill will there be any money made.
I would love a K5 like we used to have but I am one of the few and understand it.
I in fact thought the 4 door Wrangler and Tahoe were major mistakes but have been proven the majority of the market thinks different.
Going all aluminum (with steel frame of course) was a bold and brave move which is what leaders do. Sales and market share are paramount in spite of what naysayers and apologists have to say about their coveted trucks. The industry looks at the F150 as the target to reach for. You can bet that GM and FCA lose sleep over this. While any automotive company that is a mass producer needs basic products and wants to cover many slots it has also always been the case that they produce halo cars and trucks, direct use vehicles, that are specialized and sometimes if they get it right get people talking. Those same people even if their not fans of another manufacturer will admit with time that yes that vehicle of a competitor was a good one or was ahead of its time. Bring on this Bronco. Bring on the electric versions of anything we drive. It’s a natural evolution. The best, and best ideas, will carry on. We will still get to drive improved vehicles and still get to argue over whose is best. You all read the news. The underlying theme is the true believers, as Peter says, are the ones keeping the lights on and the ship from sinking in spite of the lame brained attitudes holding down fancy chairs in the office towers. Build it right, take care of its birth, sell it right and it will improve our opinions on American built vehicles. Takes time but no other choice. Win, win, win.
Louis the problem is you need to consider all the factors that can come in play and could crash the whole investment. That is what real leaders do.
Ford heavily invested and I mean HEAVILY invested in Aluminum. Now the price of Aluminum has gone up so and supplies are constricted where it has hurt the profitability of the F150 at Ford. That is a major part of the Ford stock prices being only 1/3 of the GM stock and half of most others around $10 a share.
The truth is Ford did not use Aluminum for the Ranger, Explorer and appears to be using steel and mixed materials as GM pioneered for their products. Tesla dropped Aluminum on all but the S and it may go away too.
SAE’s magazine has covered this topic well and explained clearly how mixed materials is the way forward most MFG’s are adopting.
GM has lost little sleep over this.
Automakers want to cover as many slots as possible in profitable volume product today. the days of low volume niche products are coming to a close. Development cost are just too high to sustain a low volume model unless you can leverage it globally. This is why BMW and Toyota are sharing a platform today.
Even Halo products today are expected to produce a profit. the lower the volume the higher the price to support it.
You really need to learn how the real world works inside automakers and how it is ever changing today with the high cost of development and production. Products are close to being priced out of the hands of more and more people and they are scrambling to find ways to retain the cost yet still make money.
Might note Toyota made its way to the top with nothing but mundane, boring conventional products with a rep for quality and price. It may not be exciting but the days of making exciting products in each and every slot are growing slim sadly. I wish it were different but if wishes were horses we all would have a ride.
Tariffs on aluminium are now removed and prices have come down. Ford increased market share big time with the move to aluminium.
This was a problem long before tariffs. Aluminum is more expensive than the mixed material approach.
You can watch and with the slow to make cost cutting and the continued lower profits on the trucks their stock will remain low.
You can sell millions of vehicles but if you are not making as much as you should on them or you have not made the needed cuts your stock will suffer. In then it hurts you in development dollars.
Maybe they’ll call the large one the Bronco and the “baby” one the Bronco II. Chevy can make a family of Blazers, too, adding the K5 and S-10 as competitors to the new Broncos.
Mmmm……….Bronco and Bronco II ? It’s a great idea! Chevy could do it with the Tahoe as a 2 door shortened model like they used to when there was a….uh, a Blazer.
Seriously, scott3 makes a point but my counterpoint is the market didn’t dry up, 2 doors are just a small niche market but a market nonetheless. I still own and drive frequently an ’89 K5 Blazer. When it’s just me it just makes sense and I have waited for years now for GM to offer a replacement for it. A Tahoe, as Alex pointed out, is NOT a Blazer. It doesn’t quite fit into that niche where folks want a rugged “wrangler type” vehicle but not the need for the added passenger capability. Ford has my interest with this new Bronco because the new “Blazer” is nothing more than another bland CUV in a bland, look-alike Chevy line up.
I would think a full size, modern 2 door K5 slotted beneath a Tahoe Custom in price would be a barn burner for Chevy. And then they could even do a mid-sizer and call it S10…uh, Blazer??
Looks GM missed yet again.
What will be interesting is to find out what GM is doing with the bench marked Wrangler at the Warren proving grounds. It is a 4 door.
I can’t let go of the “K5” thought.
They could BASE price around the $38-40 mark. Maybe limit the big ticket expensive options but maybe offer a ton of accessories for it. Let it be a vehicle for single folks or maybe a second car “run about”. Something more about utility and fun than statement like a Tahoe Premier is.
Gyaa!!!! The more we all talk this over the more we realize GM had the blueprint all along they just chose to waste it on the wrong vehicle.
GM most definitely has something to compete and they just recently released it and teased us here in North America. You can’t tell me with the recent release of the GMC AT4 REG CAB short box that it couldn’t be a great chassis to build a full-size *BLAZER* I remember reading somewhere once upon a time GMC. Was working on an off-road vehicle. Something to fill the hummer void. So here is hoping.
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