The Ford Motor Company is betting that the relaunch of its iconic Bronco will boost sales and profits.

Ford has debuted a new two- and four-door Bronco SUV, as well as a smaller Bronco Sport model. There’s a lot of buzz around the resurrection of the Bronco. The two-door SUV has developed a strong fan base after it was discontinued in 1996. Part of the allure can be attributed to the White Bronco that was infamously driven by former football star O.J. Simpson during a live police chase in 1994.

Ford said they are forecasting that the new Bronco will sell hundreds of thousands of cars per year. If it does, that would put the three new SUV models among Ford’s top-selling vehicles in the U.S. The Bronco Sport is expected to begin arriving in dealerships by the end of this year. The two- and four-door Broncos will follow next spring.

A New Era for Ford?

Leveraging the Bronco name on several vehicles is part of a larger plan by Ford CEO Jim Hackett. He hopes to use some of the company’s most recognized and iconic names to assist in an $11 billion restructuring. It’s part of the reason that Ford’s new all-electric SUV has been branded the “Mustang Mach-E.” Ford’s stock price has fallen about 40% in the past year.

Ford’s ad campaign for the new Bronco lineup is tagged “Built Wild.” Obviously, that plays on the company’s current “Built Ford Proud” and “Built Ford Tough” marketing slogans. The company said it also plans to capitalize on future customers who want to accessorize and personalize their Broncos, which can help to boost profit margins. Ford said it expects the Bronco to become the automaker’s top-accessorized vehicle, surpassing the popular Ford F-150 pick-up truck and Ford Mustang muscle car.

Ford will officially debut the new Bronco on July 13th. You can follow along on their site, if you like.


Devon is a writer, editor, and veteran of the online publishing world. He has a particular love for classic muscle cars.