Bronco is Back!
Written by Andre James
The story of Bronco—from the birth of the iconic SUV during World War II, its life until it was canceled in 1996 that included a notorious police chase in 1994, and the efforts of dedicated Ford employees to bring back a family of Bronco vehicles this year—have created quite a buzz in the motoring world. “The Bronco is on a very short list of American vehicles that provide a true lens through which you can view the changes in the fabric of America,” said Ford Chief Communications Officer Mark Truby.
Ford’s off-road SUV expertise traces back to World War II when the automaker was part of a government competition to build rugged carry-all utilities for GIs in the battlefield. Ford’s entry was called the GP, for General Purpose. More than 270,000 Ford GPs were built for Allied forces. GIs returning home bought Army surplus GPs, but they were too small and uncomfortable for civilian life, according to Ford research from the early 1960s, so Ford developed a more refined, yet durable off-road vehicle to meet this need – Bronco.
The original Bronco was nicknamed G.O.A.T. by Donald Frey, the Ford product manager who championed both Mustang and Bronco nameplates and challenged engineering teams to deliver “go anywhere roadability.” As an agile, sports-oriented off-road 4x4, Ford dubbed the original 1966 Bronco “a completely new line of sports-utility vehicles” at its reveal Aug. 11, 1965 – the first reference to “SUVs” from an American manufacturer.
Early Broncos had a rugged body-on-frame design with short front and rear overhangs, high ground clearance, and a short wheelbase for maximum off-road capability. Bronco’s toughness and agility at high-speed enabled off-road racers like Rod Hall and Larry Minor to capture an overall win at the grueling 1969 Baja 1000 – a victory that no other production 4x4 has replicated in 50 years.
Bronco holds a special place in popular culture and has been featured in more than 1,200 films and 200 songs. Since Ford ended production in 1996, Bronco SUVs have continued to grow in popularity with collectors and enthusiasts. With the January 2017 announcement of the return of Ford Bronco, valuations have skyrocketed, according to Barrett-Jackson, with the average first-generation Bronco sale price nearly doubling from $39,763 to $74,820 in just more than three years. Hagerty valuation guide ranks 1966-77 Broncos as among the highest vehicle price increases of all collectible SUVs over the past three years – a 75.8 percent gain.
Ford took the wraps off the new Bronco during an event broadcast across Disney network channels, including National Geographic and ESPN. The lineup includes a Bronco two-door, a first-ever Bronco four-door model, and an all-new rugged, small SUV, the Bronco Sport. Bronco will be the only domestic brand of SUVs with standard 4x4, a base setup, and advanced 4x4. More than 200 factory-backed aftermarket accessories provide infinite opportunities for maximum personalization, enabling dealers to offer outfitting-on-demand for each customer’s individual adventure needs.
“Bronco gave rise to the fun and versatile off-road SUV in 1966, becoming the first enjoyable sport utility vehicle for those who wanted to live, work and play outdoors,” said Jim Farley, Ford chief operating officer. “Like the original, the all-new Bronco family is engineered to take you to epic places, with the capability to deliver confidence on any terrain.”
Bronco’s advanced topographic trail maps and more than 1,000 curated trail maps are powered by class-exclusive trail content from NeoTreks’ AccuTerra® Maps, Trails Offroad trail guides, and FunTreks trail guides. “The trail mapping system available on Bronco is truly a game-changer in the off-road community,” said Mark Grueber, Bronco consumer marketing manager.
To coincide with the launch, Ford has introduced new owner experiences, including Bronco Off-Roadeos. Opening next year, these off-roading and outdoor adventure playgrounds will suit all skill levels and are designed to inspire Bronco owners to get out in the wild for years to come. Current and future Bronco owners and off-road fans and outdoor enthusiasts will be able to connect via Bronco Nation (www.thebronconation.com). This independent online community elevates the excitement of owning an all-new Bronco or Bronco Sport.
Ford is ramping up all-new Bronco merchandise, too. From Bronco gear to remote control cars, Ford-licensed Bronco merchandise is available at Amazon.com/fordbronco. Enthusiasts can shop for gifts, novelties, collectibles, and apparel. A portion of Bronco merchandise proceeds will be donated to the Bronco brand’s stewardship efforts.
“Bronco delivers on the common thread desired by enthusiasts – authenticity,” said Mark Grueber, Ford U.S. consumer marketing manager. “Building Bronco as Ford’s distinct outdoor brand includes a unique network of experiences, community, and engagement that extends far beyond ownership of Bronco and Bronco Sport models.”
The 2021 Bronco two-door and four-door models will be built at Michigan Assembly Plant in Wayne, Michigan. MSRP for the base two-door Bronco is $29,995, including $1,495 destination and delivery. Reservations for Bronco two- and four-door models can be made at ford.com.