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Manufacturing New Product Spotlight

The Ford Bronco is Back

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Ford yesterday unveiled its all-new family of rugged off-road vehicles: the 2021 Bronco, which includes a classic two-door and first-ever four-door. After being discontinued in 1996, the Bronco re-enters the market with an all-4×4 lineup with production beginning in early 2021 and models arriving at Ford dealerships in the spring.

“We created the Bronco family to elevate every aspect of off-road adventure and equipped them with class-leading chassis hardware and exclusive technologies to raise the bar in the rugged 4×4 segment and take people further into the wild,” COO Jim Farley said. “They’re built with the toughness of an F-Series truck and performance spirit of a Mustang, and come wrapped in one of the most stunning and functional off-road designs that’s true to the original Bronco design DNA.”

The return of the Bronco takes aim at the nation’s No. 1 off-road seller, the Jeep Wrangler. The two- and four-door Bronco models, according to Ford, are similar in size to the Wrangler, which is among Fiat Chrysler’s best-selling vehicles in the United States. The new Bronco models feature removable roofs and doors, like the Wrangler, and more than 200 factory-backed accessories.

“[The Bronco is] a long time coming,” Jeff Schuster, president of the Americas and global forecasts for research firm LMC Automotive, told CNBC. “The market is waiting and ready.”

The Bronco is the Jeep Wrangler’s first direct competitor since General Motors’ Hummer, which CNBC said is being relaunched next year after it was discontinued in 2009.

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