Ford Revives Bronco To Compete With Jeep

Jennifer Keiper
July 07, 2020 - 3:31 pm

(WBBM NEWSRADIO) — Ford Motor Co. next week is expected to unveil three new SUVs under the Bronco name.

John McElroy, automotive industry analyst and host of, joined the Noon Business Hour Tuesday to discuss the reboot of the rugged vehicle.

Simply put, McElroy says, this appears to be Ford’s bid to challenge Jeep in the all-terrain market that is geared toward drivers who like to spend time outdoors. The Bronco model was prevalent during the 1960s through the 1990s, he notes.

“They really see a potential goldmine,” McElroy said. “They’re looking at Jeep, and Jeep for the last decade or so has grown amazingly, not just here in the United States, but all around the world.”


The new Broncos will come in two-door and four-door versions, he said, and will seek to compete with the iconic Wrangler model. The Bronco Sport, meanwhile, will seek to upstage the Jeep Cherokee.

The Broncos, to be unveiled Monday, should be in showrooms before year’s end.

McElroy says Ford’s heritage includes making Army jeeps during World War II.