It’s Almost Official - a Ford Bronco Pickup Is Coming, But The Question Is When
The Jeep Gladiator’s latest rival could arrive as early as 2022by Sidd Dhimaan, on
Earlier this month, Ford announced that the Bronco will not just be a model in the lineup, but will serve as a sub-brand. The reason was to probably give a lot more presence and added value to the brand. Not to mention, Ford’s plans to introduce multiple Bronco-related products.
The automaker has already unveiled the two-door and the four-door Broncos, as well as the Bronco Sport. A Bronco Raptor is also inevitable and could be seen within a couple of years. Now, Automobile Magazine claims that a Bronco pickup is also in the works and is expected to come in 2024. However, the Blue Oval is trying to shorten this period and is planning to have the truck out by 2022. More worry for the Jeep Gladiator?
When Will Ford Bronco Pickup Debut?
According to the outlet, the Bronco pickup is expected to launch in mid-2024 as a 2025 model, but the company is aiming to launch it much earlier. This could mean a 2022 launch as a 2023 model year. Since the truck will essentially be a Bronco, you can expect all the goodies and niceties to be carried over.
What To Expect Under The Hood?
The Bronco pickup, in all likelihood, will feature both the engines that power the Bronco SUV – a 2.7-liter, V-6 EcoBoost mill that makes 310 horses and 400 pound-feet of torque, and a 2.3-liter, four-cylinder EcoBoost engine that produces 270 ponies and 310 pound-feet of torque.
Even the transmission setup combination is expected to be carried over, wherein the former will be mated to a 10-speed automatic and the latter to a seven-speed manual along with automatic gearbox. A 5.0-liter, V-8 Coyote engine, and 10-speed automatic gearbox combo could also be offered.
The Bronco pickup will be a Bronco with a truck bed. This means even the like the Big Bend, Black Diamond, Outer Banks, Wildtrak, and Badlands will be offered here. Ford introduced a much-sought-after limited-volume ‘First Edition’ trim in the Bronco, so we could see a similar trim being offered with the pickup as well. The impressive Sasquatch package and the GOAT mode might also be made available here.
While the trims and packages might be the same, the Bronco pickup will not be offered in a two-door avatar. It will be available only in the four-door Crew Cab layout.
What Does This Mean For The Jeep Gladiator?
It’s an open secret that Ford used the Jeep Wrangler as a benchmark to create the Bronco. It will certainly do the same with the Bronco pickup as well.
The Bronco pickup truck will rival the Jeep Gladiator, and you can expect a similar onslaught even there. The Jeep Gladiator is a versatile truck and the company has marketed it as a strong off-roader. It comes with almost all the equipment offered on Wrangler and some more as well. Apart from the various trims and packages, the company even has special editions like the “Desert Rated” Mojave and the High Altitude.
However, the one thing that stings and is not in the Gladiator’s favor is its price tag. The Jeep Gladiator starts at $33,545. Jeep thought the nostalgia and the anticipation of the pickup truck could justify the price, but the truck wasn’t the runaway success everyone expected it to be. Even though the company is offering discounts on it at the time of writing, the lasting impression is that the Gladiator is an expensive offering.
Now, this is where the Bronco could capitalize. To give credit where it’s due, the Gladiator doesn’t have a lot of flaws when you see it as an off-road truck. There is just one engine option for now and no V-8, but it is only a matter of time before Jeep plonks it under the hood as it did with the Wrangler. So, unless it receives a price correction before the Bronco pickup is launched, the latter could steal its thunder. The Bronco SUV has been received warmly and the same could happen with the pickup truck if it is priced around $30,000 when it launches in a couple of years.
What Does This Mean For Ford As A Pickup Truck Leader?
The F-Series, especially the F-150, is Ford’s bread and butter. This is the segment where the company thrives and has fantastic credibility. But with the competition getting tougher and closing in on the gap, the company has to expand horizontally in the segment. It brought the Ranger to the States in 2018 and has plans to introduce the Ranger Raptor as well. In fact, the company will be debuting the 2022 Ranger in the coming year as well. A small, unibody truck called the Maverick is also in the works. With the introduction of the Bronco pickup, the company will soon have trucks catering to all kinds of customers and their needs.
In Jeep’s case, the Wrangler is priced much lower than the Gladiator, but that won’t be the case with Ford since it could eat into the Ranger’s sales. The Ranger currently starts at $24,410, whereas the 2021 Ford F-150 starts at $30,635. This is the gap where the Bronco pickup will slot in terms of the pricing. The risk of cannibalization is higher in the case of the Ranger than the F-150.
Also, the 2022 Ranger, which will be launched before the Bronco pickup, could see a marginal price increase. Then there’s the Ranger Raptor that will most likely be introduced with this generation and be priced a couple of thousand bucks higher. So, no matter how hard Ford tries, the prices of the higher trim Ranger and lower trim Bronco pickup will overlap.
Also, the Gladiator starts at $33,500 now, but Jeep will reduce it before the Bronco pickup hits the markets. So, keeping all this in mind, a starting price tag of $28,000 looks like the sweet spot that Ford will aim to hit. As mentioned above, the Bronco pickup is expected to debut in mid-2024 as a 2025 model, but Ford could bring it out in 2022 as a 2023 model.
What, according to you, would be the ideal price for a Bronco pickup? Let us know in the comments section below.
Source: Automobile Magazine