DETROIT — Ford Motor Co., resurrecting a historically popular nameplate with modern amenities such as a trail-mapping system and 360-degree camera views, aims to attract a new generation of overlanding enthusiasts with the first members of the Bronco family of off-roaders.
The 2021 Bronco SUV and Bronco Sport crossover signify a new direction for the automaker as it aims to wrest back a slice of the market long ago ceded to rivals -- particularly Jeep. Under CEO Jim Hackett, Ford is pruning its lineup to focus on more profitable vehicles that elicit more emotion and passion from customers.
It expects the pair of rugged utilities — unveiled Monday directly into the living rooms of would-be buyers via primetime introductions on ESPN, National Geographic and ABC — to do just that.
Under development for the past half-decade and arriving nearly 25 years after the last Bronco departed, the sixth-generation SUV will serve as the flagship for a new off-road subbrand. It will be built on the same platform as the Ford Ranger midsize pickup, come in two-door and four-door variants and offer tires as big as 35 inches. Its modular chassis — featuring removable doors and roof panels — lends itself to customization, allowing dealers to generate additional profit through a redesigned and expanded accessories business.