SEMA eNews Vol. 23, No. 28, July 9, 2020

Ford to Reveal New Bronco and Define Brand

By SEMA Editors

  Bronco
Next week, Ford will introduce an all-new Bronco brand, a new family of Built Wild SUVs, U.S. off-road driving schools and a dedicated community for owner and enthusiast engagement.
  Bronco
The overall theme of the Bronco’s interior consists of various upright elements, including the dashboard, pillars and center stack. A large screen, potentially measuring in at 12 in., sits front and center. Photo credit: Brian Williams, SpiedBilde
   

Next week, Ford will introduce an all-new Bronco brand, a new family of Built Wild SUVs, U.S. off-road driving schools and a dedicated community for owner and enthusiast engagement. The new vehicles have been keenly anticipated by aftermarket manufacturers, who sense a fresh opportunity in the marketplace.

The all-new Bronco brand is comprised of a Bronco two-door, first-ever Bronco four-door model and an all-new rugged, small SUV—the Bronco Sport. All will have 4x4 capability as standard equipment. Ford will reveal the all-new models July 13, at 8:00 p.m. (EDT) across Disney network channels National Geographic, ESPN and ABC. The Bronco reservation system will open simultaneously, allowing customers to reserve a new Bronco with a $100 refundable deposit.

According to Ford, the new Broncos are designed to be superior off-road vehicles, based on three “Built Wild” principles:

  • Built Wild Extreme Durability Testing – These elevated Bronco torture tests ensure toughness across thousands of lab, proving ground and real-world extreme challenges in the toughest and harshest climates. 
  • Built Wild Capability – Confidence to go over any-type of terrain (G.O.A.T.), provided by standard 4x4 and an exclusive terrain management system, plus unique Bronco-variant architectures with class-leading levels of capability and suspension technology.
  • Built Wild Innovative Design – Broncos are the future of off-roading and deliver off-road ingenuity, new design innovations coupled with heritage-inspired DNA, plus new-levels of personalization that can flatter the novice and challenge the expert adventure seeker.

To support the new brand, Ford envisions a range of lifestyle experiences, including Off-Roadeo outdoor adventure playgrounds in four U.S. locations starting next year. An independent online community is also planned to connect current and future Bronco owners, accessible at www.thebronconation.com. Beyond that, the Bronco brand continues building its off-road racing legacy as Official Vehicle of King of the Hammers, ULTRA4 Series. Bronco also is the official SUV of SCORE-International—one of many events key for proving out the vehicle’s capability and connecting with Bronco brand influencers.

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