The Ford Bronco created quite the media buzz when the Blue Oval first unveiled the 4×4 SUV back in July 2020. With sales of the Bronco catching up to that of the Jeep Wrangler, details around a General Motors equivalent have been nil. Now, according to GM President Mark Reuss, there won’t be a typical gasoline-powered Bronco and Wrangler rival from The General.
As reported by The Drive, General Motors has no plans to develop a direct competitor to the Bronco or Wrangler. Reuss stated that he doesn’t want GM to be the last of the Big Three to field an off-roading SUV of that sort, as well as deal with the corporate average fuel economy complications such an offering would create.
That being said, Reuss did not rule out the possibility of GM developing an all-electric alternative to the Ford Bronco or Jeep Wrangler. Such a vehicle would likely be smaller than the GMC Hummer EV Pickup and GMC Hummer EV SUV.
As per previous coverage from GM Authority, General Motors is content in letting Ford and Jeep duke it out in the 4×4 body-on-frame SUV segment, preferring instead to focus on its electric vehicle and crossover offerings. In fact, the Chevy Blazer, which was a historical Bronco rival, has found new life as a unibody crossover, and sells quite well. As such, GM doesn’t seem very concerned about filling this hole in the lineup.
Nevertheless, it’s our opinion here at GM Authority that The General should seriously consider a competitor to the Bronco. In Ford’s decision to offer both the hardcore Bronco and the milder Bronco Sport, the Blue Oval is able to grow the Bronco brand as a whole, leading to outstanding sales for both. While GM does offer more rugged-looking variants for its unibody crossovers, like the Activ trim on the 2024 Chevy Trax or Chevy Trailblazer, or the AT4 trim across its GMC model lineup, it’s missing out on the success the Bronco currently enjoys.