Compact - SUV
The return of the Bronco has been a long time coming. Since 2004, Ford has been playing around with the idea of bringing this product back. Now with the explosion in demand for dedicated SUV's, it seemed like it was the perfect time for the Bronco to return. This time though Ford would hit all of the main dedicated markets at once, with the release of the 2dr, 4dr and Sport versions of the Bonco.
All around the all new Bronco is a product which was well worth the wait. Beating out Jeep at their own game, the Bronco can easily fit all of the doors into its trunk area. Something which Jeep has dropped the ball on many times over. Guess Ford saw what Jeep wasn't doing and exploited it our right.
From front to rear the all new Bronco is a step in the right direction when it comes to accessories and brand image. But when it comes to overall design appeal, the Bronco has a long way to go catch up with Jeep. With a lack of any defining character lines along the side or even a brake port, the Bronco is losing out where it could have been great. The see through doors are a great way to break up the side, but when the initial design doesn't come with these, we are more likely to see a bunch of bland, retro boxes running around town.
Jeep is the definition of this market and it seems that Ford was more inclined to bring back the retro looks of the original Bronco, rather than add on a few standard features from today. With a few more defined lines and some added accents, the Bronco could have been a class leader. But it seems Fords attitude to the all new Bronco, was not to go too far from the original look. This attitude worked for the Challenger with the revised Camaro going too overboard. Ford should have looked for some middle ground between these retro inspired products, before they finalized the Bronco's design. But for now we will just have to make due with this new Bronco. That is until the mid-cycle refresh, when they will add some new special touches.