Bronco… The Ultimate Ford Branding Initiative
Though driven by dramatic changes in technology and demographics, today Ford is making a bold play for the future with brand equity as their ace card.
The revived iconic Bronco nameplate, with 7 model variations and 4 trim packages, in a price range from $28,000 to $60,000 plus, appears to put a lot faith in this rough and ready off-road utility brand.
And yet a base Bronco Sport is small mild mannered city or suburban unibody crossover, offered surprisingly with a gas-sipping 181 horsepower 3 cylinder inline, in addition to a more boisterous and alt terrain worthy 250 horsepower turbo 4 cylinder.
At the other end of the range the serious off-roader rigged Bronco Sasquatch package is offered standard on top Wildtrack and First Edition models, and as an upgrade on others.
The Sasquatch features off-road must haves like 17 inch black painted aluminum wheels and 35-inch mud-terrain tires, big ground clearance, locking axles, Bilstein suspension and a 7-speed manual transmission … notably not offered with the biggest V6 engines.
Bottom line not all Broncos will be buck wild but there will be a Bronco for every buyer.