Following a milestone month where Bronco sales surpassed Jeep Wrangler sales for the first time since the model’s return in 2020, Ford is making it clear that the Bronco story is only just beginning. Top Ford executives have been quoted saying many more Bronco variants are on the way.
Speaking recently about the future of the Bronco lineup, Ford Vice President of Advanced Product Development and Cycle Planning, Jim Baumbick, said the company sees enormous potential for expansion. According to Baumbick, Ford has no intention of slowing down development of its wildly successful off road SUV.
“We have a lot of white space left in Bronco,” Baumbick said. “There are many more variants and special editions that we can do.” Since its launch, Ford has successfully turned Bronco into far more than a single vehicle. The lineup already includes trims ranging from the entry level Base and Big Bend models all the way to Badlands, Heritage Edition, Stroppe Edition, and the high performance Bronco Raptor. Yet Baumbick believes there is still considerable room for growth.
“We’re just scratching the surface of what Bronco can be,” he said. The Bronco has become one of the company’s strongest lifestyle brands, and the success of recent specialty models clearly shows that expanding the lineup makes a lot of sense.
A World of Possibilities
The Bronco Raptor created a new category of factory high performance off road SUV and other limited production variants continue attracting attention and often command premium prices.
So what could be next?
One possibility is a dedicated overland trim developed specifically for long distance travel. Ford already offers many of the necessary components through its accessory catalog, including roof racks, camping equipment, auxiliary lighting, and recovery gear. A factory built expedition focused package could combine these features with upgraded suspension, onboard power solutions, additional fuel capacity, and integrated cargo management systems. Sadly this is a package Jeep have never offered, and I hope Ford can pave the way and prove out market demand.
Another possibility is a more luxurious adventure model positioned between the current upper trims and premium luxury SUVs. Buyers increasingly want vehicles that are equally comfortable on a cross country road trip and a remote trail. A Bronco featuring premium materials, advanced technology, and enhanced touring capability could appeal to that growing audience.
Performance remains another obvious area for expansion. The Bronco Raptor has proven there is demand for extreme capability, but Ford could easily slot additional performance variants beneath or above the current flagship. Speculation continues about a V8 powered Bronco, even though Ford has never officially committed to such a project. As battery and charging infrastructure continue evolving, electrified Bronco variants become increasingly plausible to increase torque, fuel economy (and therefore range) and improved low speed off road control.
Manufacturers tend to invest where they see long term demand, and Ford’s commitment to expanding Bronco demonstrates confidence in the continued growth of the adventure travel market. Baumbick finished by saying, “Bronco is a very important franchise for us. “We have a ton more coming. And on Bronco, we’re never going to let the foot off the throttle pedal. We have a ton of opportunity in different spaces to speak to different customers.”
If Baumbick’s comments are any indication, the Bronco lineup of 2030 will look very different from the one we know today. As always, I’m a huge fan of more options leading to more choices, and I hope this pushes the other manufacturers to introduce new models tailored for overlanding.
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Images: Ford
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