FrankReynoldsCPA

I think the Jeep Wrangler's only real advantage will be a solid front axle. But if you're not doing the kind of off-roading that needs a SFA, the Bronco will be great and most certainly more reliable.

Motorola

That's great and all, but do they plan to give the brand its own dealerships, or just treat it like Lincoln and sell it on the same lot as other Ford products?

Carmaker1

I said this semi-officially well over a year ago (if not after Bronco design freezes in late 2018), but it was dismissed and of course I am proven right later.🤷‍♂️

ABC

Thats great, thanks for sharing!

DaveGS4

iTrader: (2)

This sounds very similar to what Dodge did with Ram, but specifically for SUV vs trucks.

Carmaker1

Most certainly not. A brand is very different from SUB-brand. A Range Rover is still a Land Rover and not a different brand like Ram vs Dodge.

DaveGS4

iTrader: (2)

So Bronco is a sub brand? Article title is misleading and guess I didn’t read enough into the text of it

bitkahuna

iTrader: (20)

Ford just wants its own Jeep-like brand. A long road...

FrankReynoldsCPA

It's going to be as much of a brand as the Mustang is. Basically it'll have Bronco badges and no Ford emblem(at least on the grille).

mmarshall

So, then......are you more or less comparing Ford and Bronco to the way that Buick and GMC do their Avenir and Denali sub-labels?

geko29

This is going the opposite direction. A Sub-brand is not a brand, and it is also not a trim level. It is in between those things. Ford is going to have the Mustang lineup, the Bronco lineup, and the rest of the Ford lineup. GMC has the Yukon SLT and the Yukon Denali, because Denali is just the top trim, just like High Country for Chevy or Avenir for Buick.

The closest American equivalent I can think of is the SRT Viper. It is sold at Dodge dealerships, but its badging is SRT. There is no equivalent in the Dodge lineup. There was a rumor (so far unfounded) that Corvette would become its own sub-brand at some point.

kwr

This is spot on. Land Rover is also taking a similar approach with the Defender and Discover sub-brands.

Hoovey689

iTrader: (16)

Source

Toys4RJill

The headline is misleading. Looks like a sub brand or maybe a better way is calling it a line up of vehicles under the “Bronco” name....kinda like Corolla and the upcoming Corolla Cross.

Carmaker1

Those won't be the final materials on the interior. It's all finalized, but prototypes will not use those all the time, until MAP/Wayne Plant starts building tooling trial and pilot production units