You don’t expect top-level execs to call out a rival publically

It was no secret that Ford was building its Bronco keeping the Jeep Wrangleras its benchmark. The Wrangler has dominated the off-road scene for as long as one can remember. Ford didn’t enter the fray to take a share of the pie; it came to take the whole goddamn pie! As if all the antics weren’t “subtle” enough, Ford’s COO was quoted saying the Bronco is “a much superior product” when pitted against the Jeep Wrangler. Smack talk, Ford? Seriously? Are we in high school?

Was This a Tasteful Thing To Say?

Ford Shoots Itself In the Foot As It Claims the 2021 Bronco Will Be "Superior" To the Jeep Wrangler Exterior
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CNBC’s Michael Wayland quoted Ford’s COO, Jim Farley, saying the Bronco is “a much superior product” compared to the Jeep Wrangler. It caught us by surprise considering Mr. Farley’s rank in the company. You don’t often hear a corporate head taking jabs at the rivals blatantly. This is something you’d expect your PR or marketing team to do.

Perhaps, it’s the faith and confidence he has in the Bronco. From what we know so far, the Bronco is shaping out to be an excellent product. There is no doubt that Ford is going to come out all guns blazing at the Wrangler with everything it has in its arsenal. Even if you consider the specs, it is more than evident what Ford is up to.

Four Hints That Ford Is Going After Jeep Wrangler

Ford Shoots Itself In the Foot As It Claims the 2021 Bronco Will Be "Superior" To the Jeep Wrangler Exterior
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  • Ford has taken a leaf out of Jeep’s book when it comes to selling accessories. The Blue Oval has teamed up with Yakima and will be offering over 150 accessories for the Bronco right from its launch to take on Jeep and Mopar.
  • The Bronco is expected to be launched with two tire packages: 255- and 285- millimeter setup wrapped around 17-inch wheels. This is similar to the Wrangler Rubicon’s setup.
  • Ford is even working on a Bronco-based pickup truck to take on the Jeep Gladiator.
  • It will feature removable roofs and doors, just like the Wrangler. A patent suggests that they easier to remove in the Bronco than the Wrangler

This is just the tip of the iceberg. We are in for a lot of surprises when the Bronco is revealed next month. Yes, the on-again, off-again debacle has been put to rest and the company said that it will launch the Bronco in July. There is no specific date announced, but at least we have a rough timeline to anticipate.

What We Know About The 2021 Ford Bronco So Far

Ford Shoots Itself In the Foot As It Claims the 2021 Bronco Will Be "Superior" To the Jeep Wrangler Exterior
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  • The Bronco is expected to be powered by the 2.7-liter, twin-turbocharged, V-6 EcoBoost mill
  • It will be mated to a 10-speed automatic transmission
  • A seven-speed manual transmission will be offered, but with six standard gears and one especially for off-road crawling
  • Ford Ranger’s 2.3-liter, EcoBoost mill which makes 270 horses and 310 pound-feet of torque could be offered as an option as well
  • The Bronco Sport will be an urban compact SUV with a bias towards off-roading
  • The full-sized Bronco looks rugged and will come with removable doors and roof
  • It will feature something known as the G.O.A.T Mode
  • The Bronco is expected to come with an electronically adjustable suspension system
  • It could feature 24 different other suspension modes
  • The center console will feature a mix of buttons, knobs, and touch interface
  • A 12- or 13-inch touchscreen with Ford’s SYNC 4 system
  • Stuff like a 360-degree camera, Auto Start/Stop system, Dual-zone climate control will be available
  • Will be offered with two tire packages
  • Turn Assist Control like the Toyota Land Cruiser for shorter turning radius, wherein the inside rear wheel locks while the front tires move
  • Rumored to have front and rear locking diffs, and independent front suspension

Final Thoughts

Ford Shoots Itself In the Foot As It Claims the 2021 Bronco Will Be "Superior" To the Jeep Wrangler Exterior
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On one hand, I think Ford should let the Bronco do the talking. This isn’t a diss battle and Ford isn’t Eminem. But on the other hand, this is entertaining as hell. When companies like Ford start calling out brands like Jeep, you know you’re in for a treat. We don’t know whether Jeep will respond to this or not, but we can be sure of the Bronco and Wrangler fanboys getting at each other’s throats. Let the rumble begin!

Do you think Ford should’ve shushed and let the sales numbers do the talking, or was this a good way to hype the Bronco before its launch? Share your thoughts with us in the comments section below.

2.3-liter EcoBoost specifications
Engine 2.3-liter EcoBoost
Horsepower 270 HP
Torque 310 LB-FT
Fuel economy city/highway/combined 21/26/26 combined
Transmission 10-speed automatic
Sidd Dhimaan
Associate Editor and Truck Expert - sidd@topspeed.com
Sidd joined the Topspeed.com team in 2017 as an intern and in less than a year he earned a full-time position as an associate editor and junior automotive expert. He is currently our pickup truck expert and focuses his attention on heavy-duty and off-road vehicles.  Read More
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