Ford Authority

Ford Bronco And Mustang Are Already Their Own Individual Sub-Brands

We’ve known for some time now that The Blue Oval was planning on positioning both the Ford Bronco and Ford Mustang as their own unique “sub-brands.” In fact, Ford Authority was the first to report this nearly a year ago. But now, new rumors have surfaced that restate this fact.

Autoweek reports that both the Ford Bronco and Mustang could become their own unique brands with multiple models in each family, all falling under the “Ford Icons” group. However, this isn’t “new” news by any stretch of the imagination.

“We have to leverage what we’re good at,” a source told the publication. “What are we good at? Mustangs and trucks. Mustang is a niche product with a great legacy. We need to expand on that legacy. More Broncos is a no-brainer.” Autoweek goes on to say that the regular Ford Bronco will debut and go on sale before the Bronco Sport, too, and will enter production in August.

But there are some problems with these rumors. For starters, there are issues with timing, with the Bronco Sport coming before the Bronco. In fact, it has already entered production at the Ford Hermosillo Plant in Mexico, while the regular Bronco won’t be entering production until the first half of 2021. As of this writing, it has only made a covered up appearance at its home, the Ford Michigan Assembly Plant as development work continues.

Secondly, the Mustang and Bronco families already exist. The Mustang family it consists of the S550 and its multiple variants, as well as the Mustang Mach-E. The same thing goes for the Bronco family, which consists of the Bronco and Bronco Sport, which will expand with the Bronco pickup truck and small Maverick pickup.

It’s also worth noting that the Ford communications / PR structure already contains an “Icons” department, which is responsible for Bronco and Mustang. So there’s nothing totally new to report here.

There are a couple of interesting tidbits in this report, however. One is that the Ford Bronco might come not just as a hybrid in the future, but also with full electric power. AW’s source said that “everything is on the table.”

“Who knows what the timeframe is in this COVID atmosphere we’re in but yeah, we’re looking at more EVs, hybrids, sedans, crossovers, coupe EVs, convertible EVs, rear-drive, all-wheel drive, you name it. There’s probably going to be a fistfight over a pickup called Mustang, though. The aim is for the Mustang-badged vehicles to be the more performance-oriented of the two sub-brands.”

So while Ford is obviously leaning on the fact that the Bronco and Mustang are strong, recognizable brand names, don’t expect them to become their own unique standalone brands, a la Genesis or Ram. Rather, the iconic nameplates will take up residence on a couple of future models, with that figure potentially growing in terms of body styles and hybrid/electric powertrain offerings.

We’ll have more on this soon, so be sure to subscribe to Ford Authority for more Ford Bronco newsMustang news, and ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates. It's totally free.


  1. Mark L Bedel

    What happens when something becomes so popular, so ingrained in our culture, not only here but around the world, when it becomes more than just a powerful symbol or an aspiration…it becomes it’s own brand. In some ways this appears flattering, in others, it seems to diminish or reduce the essence of that symbol or object which has garnered this broad and meaningful following.

    Maybe this is the “reward” for reaching the highest of success levels? Maybe this is what occurs when a high water mark is reached? The only course then, is the downward slope of deterioration that this symbol originally engendered? The dilution of it’s pure and powerful message, originally inferred, by attempting to be all to all? I say, be careful…be very, very careful…!

  2. fpvfan

    This is probably some of the best news I’ve heard from Ford in a long time. Although I’m not all that excited about the Mach E, what I am excited about is the CD6 platform mustang and possible other variants other than just a coupe/vert. Being a fan of the FPV Falcon, I’ve been longing for Ford to bring that car to the US. Now, it seems that dream will be a reality. Hopefully the return of the Inline-6 will return as well. In Australia, Ford had the Barra engine family of inline 6-cylinder engines, with the last version being a 436hp/425tq version. Inline-6 engines are known for torque and an engine like that (even mated to a hybrid 10-speed or Hybrid DCT) would be an amazing setup for the new S650 CD6 mustang. (along with the F150 and the Explorer). But as for the CD6 platform, it’s time to drop a lot of the super retro names (Shelby, Mach 1, Bullitt) and utilitze the rest of the Mustang history. You have cars like the SVO, the Cobra, the King Cobra and the regular GT. With a base 350hp/350tq 2.3L in the SVO, you can move up to the 400hp/415tq 3.0L GT, the inline-6 4.0L 435hp Cobra (upgraded to about 500hp with a Hybrid electric powertrain) and the 660hp 3.5L in the King Cobra (possibly upgraded with a Hybrid powertrain). Yeah V8’s are nice and all but not really needed anymore and cars like this would be more in line with the Euro-cars that Ford always tries to compete with. Figuring that the mustang sedan would probably fall in line somewhere between the outgoing Fusion and the extinct Ford Taurus in size, these engines will be more than powerful enough to propel the mustang into the future and their hybrid powertrains will fill the need for companies to have hybrid engines and smaller engines while still delivering power and performance. Giving what Ford did with the Mach E, a Similar gas-powered Crossover with the ecoboost engines would actually work out great along with a fastback sedan, and a larger coupe. As far as the Mach E, it would be nice to get a coupe, sedan and the Crossover version in Electric with different levels of power and performance. The mustang UTE (aka Falcon UTE) would be cool as well.
    As far as the Bronco goes, While it’s style misses the mark a little bit, hopefully it will make up for that in it’s off road ruggedness. As far as power, the 2.3L turbo engine out powers even the mighty 5.8L’s from way back in the day and with the 10-speed auto and 7-speed manual, it already out performs the old bronco and the wheel base on the new Ranger is longer than the bronco so this vehicle should be a bit larger than even the big Bronco of the 90’s although that vehicle had better styling.

  3. fpvfan

    I know I commented on this above but as the months passed other things came to mind. I know Ford is all gung-ho about electric cars and honestly that’s great. It would have been nice if the new electric car wasn’t named mustang but there’s nothing we can do about that now and honestly in a way it makes sense. When the Mustang came out in the 60’s it was a bran new thing ford Ford and no one knw just how big it was going to grow in the united states but it did, fueling pony car wars that have lasted from then till now and it would be cool to see the mustang take the pony car wars into the electric future in its own way. However, there are alot of us world wide that want something else and I think I may have figured a way to not only unite the ford performance fanatics from around the world but also unite the past with the present and the future as well.

    Automotive fads come and go but one thing that hasn’t gone is enthusiasts love for performance of both old school and new school hot rods and muscle cars. This is not unique to America with Ford lovers as Europe and Australia have a huge Ford Performance following that should not be ignored. Small block V8 fords have been setting the world on fire in the form of the Ford 289, the Ford 302 and the Ford 351 (Both Cleveland and Windsor). Not only that, Ford has also done very well with non V8 turbocharged engines with turbocharged 4, 5 & 6-cylinder engines being used in racing settings all over the globe. With Ford moving the mustang name to electric, the opens the door for another family of Ford Performance cars and can actually combine two families into one, the Falcon and the Fairlane. Ford’s Falcon and Fairlane family of vehicles have spawned several high performance machines over their span including vehicles like the Fairlane Thunderbolt, The Torino Cobra, the Ford Ranchero, The Falcon Sprint and of course the Australian Falcons and even the Fairmont cars of South Africa. Ford already has a hot 5.0L V8 in the form of the 480hp Coyote V8 and the recently shelved 5.8L Trinity V8 which could easily be brought back into the mix as a upgrade to the 5.2L predator pushing power up to around 800hp (competitive to the 6.2L Supercharged Redeye vehicles). But what would be nice would be a high performance turbocharged inline-six cylinder that blends a bit of old with a lot of new. In the late 80’s and early 90’s Ford had a 4.9L I-6 that rivaled the 5.0L V8 in size so why not have a high performance I-6 Turbo that lives on in the spirit of the Aussie Barra engine with the modern technology of the Ecoboost platform with the cubic displacement of one of the most famous Ford small block V8s ever made, the 4.7L 289ci HiPO. With the Ford 5.0L V8 more than likely continuing on for the next generation of Ford Performance vehicles and growing in power to hopefully the 485hp-500hp mark, a 445hp-450hp I-6 Turbo 4.7L with classic style valve covers in the spirit of the Paxton supercharged 289ci powerplant from the 65 GT350 package would be an awesome powertrain for a next generation of Ford Performance vehicles. Not to mention a 4.3L (260ci) Turbocharged 5-cylinder engine pushing around 395-400hp. A coupe, a fastback four-door liftback sedan, a compact sport pickup, a shooting brake and a performance SUV all focused around the CD6 platform with rear-wheel-drive and all-wheel drive powertrains and the three engines would definitely make. Where the Fairlane would be the 2-door coupe with styling that captures more of the ’63 Fairlane coupe styling, the Falcon would be a modern 4-door fastback liftback that captures the styling of the Australian Falcon XB GT that was used in Mad Max (and probably spawn a few Mad Max edition vehicles in the same way the Mustang has spawned way too many Bullitt cars). These vehicles would also kick the upcoming Ford Maverick to the curb as a much better RWD based sub-compact pickup truck which would also give the truck the ability to have a few street performance models as well and bring the Ranchero name back (since Ford is digging into it’s old names anyway and putting names on cars that shouldn’t be on them.) a shooting brake Falcon Futura would also get thrown into the mix of Ford Performance which would give these vehicles a foothold in every niche of vehicle.

    This also brings up another Ford vehicle, the Ford Explorer. The new CD6 Ford Explorer ST is an AMAZING vehicle and I can say this from first hand experiences, however even with certain performance numbers being close it still plays second fiddle to the Dodge Durango when it comes to all out performance. The Durango is just a better choice when it comes to a performance SUV for the money. While it can do some off road stuff, the Durango is a street brawler, as is all of Dodge, that can put on a suit and fit in at any formal occasion and look svelte doing so. The Explorer does not have that kind of personality and with the Bronco returning to reclaim it’s throne, the Explorer, while awesome and purposeful in it’s own right, is somewhat out of place in this modern world. Back in the hot rod era, Ford had the Ranch Wagon as a response to Chevrolet’s Devilish Bad-Boy wagon hotrod, the Nomad. Modernize the styling of the 1960 Ranch Wagon and give it some modern Ford Performance equipment with the Four engines listed above and the Durango finally has some street competition and all of this is on the same CD6 platform with the same four engines, a 4.3L Turbo Inline 5-cylinder, a 4.7L Twin turbo I-6, a 5.0L V8 and a supercharged 5.8L V8 and all of these engines are smaller than the V8’s used by GM or Dodge in their Muscle cars, the Largest V8 in the Ford group barely squeaks past the smallest Mopar v8, the 5.7L Hemi by not even a full cubic inch and makes more power than the Mopar’s supercharged 6.2L V8. All of these cars can still have a base 2.3L 330hp I-4 Ecoboost and a hybrid variant of that 2.3L Ecoboost in the more pedestrian variants which would be absolutely fine.

    This lineup not only brings more excitement and usable performance vehicles to Ford’s lineup, but also clears out vehicles such as the Ford Ecosport, the Ford Escape, the Ford Edge and the Ford Explorer and allows for vehicles such as the Ford Bronco and the Ford Ranger to slide in alot cleaner. The Ranger based Bronco should have 3 engines, the base 2.3L, the hybrid 2.3L and the 3.0L Ecoboost as should the Ranger pickup. It also allows the Bronco to take the place of the Ford Explorer as the versatile mid-sized SUV that can blend on road comfort and performance with off road capabilities, just as the Ford Ranger should be able to. Making a King Ranch and Limited version of the Bronco and Ranger with interior refinement found in the F150 would easily take the place of the Limited Explorer while a Bronco Nite and a Ranger Thunderbolt would give the SUV and truck the street performance similar to what the Explorer ST was trying to do. Your Ranger Raptor and Bronco Warthog can take care of the off Road Performance stuff and that’s, that.

    The Bronco sport and a newly introduced Ford PUMA crossover should be able to take the place of the other small crossovers along with the PUMA taking over for the Focus as a sub-compact crossover with the heart and soul of a hot-hatch with an RS Variant being powered by a rear-biased AWD system and a 4.3L Inline-5 transverse mounted powertrain with a 9-speed DCT being the spiritual successor to the MK2 Focus RS but with styling more similar to the Focus RS MK3

    At this point, you only have the F150 and Expedition left as the normal, volume selling vehicles. Honestly, all of the other engines are cool but basically a 4.7L Inline-6, a 5.0L V8 and a 5.8L V8 should be the engines in the regular F150, the 3.0L and 3.5L Powerboost hybrids should make up the Hybrid variants of the F150 and the Electric F150 should revised the E-150 name as it is electric. Ford definitely needs to bring out a 5.8L Supercharged Lightning and a 5.0L Supercharged Raptor along with the hybrids and regular F150 pickup trucks which would be awesome to go toe-to-to with the new Ram TRX. The Expedition should move to electric to do battle with the GMC Hummer and all Powerstroke Diesels should move to Electric. As far as the Godzilla V8. that needs to be a family of high performance Super Duty truck engines for some off road performance lifted super duty factory monster trucks designed for mud and dirty and trails and fun!

    As I mentioned, electric vehicles have their place. Super Duty trucks, fleet vehicles, the Mach E and even a revised ford C-Max family of vehicles. All of this cuts down on having so many different engines, transmissions, platforms, etc and all should be available globally. This keeps everyone happy and brings out vehicles that people want to buy.


Leave a comment