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

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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.

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“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.

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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.”

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“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.

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Written by Brett Foote

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.

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2 Comments

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  1. 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. 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.

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