Ford Authority

Ford Kicks Off Bronco Brand With Three Vehicles, Merchandise Line, And Off-Road Experiences

One year ago, Ford Authority was the first to report that the Ford Bronco would be marketed as its own unique sub-brand. Those rumors resurfaced again back in May, suggesting that the Bronco umbrella would include both the regular Bronco and the Bronco Sport, which was really no surprise since the Ford communications / PR structure already contains an “Icons” department categorizing those models within it. But today, Ford is making the Bronco brand official.

As expected, the Bronco brand starts with a total of three vehicles – the two-door Bronco, four-door Bronco, and Bronco Sport. Ford is marketing this family as the only domestic brand of SUVs
with standard four-wheel-drive, with a major emphasis on the lineup’s off-road capabilities.

“Bronco gave rise to the fun and versatile off-road SUV in 1966, becoming the first enjoyable
sport utility vehicle for those who wanted to live, work and play outdoors,” said Jim Farley, Ford
chief operating officer. “Like the original, the all-new Bronco family is engineered to take you to
epic places, with capability to deliver confidence on any type of terrain.”

All three models are being marketed under Ford’s new “Built Wild” campaign, and are built on three 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 4×4 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 show off those capabilities and allow owners to test out their vehicles, Ford will be hosting “Bronco Off-Roadeos,” which consists of four off-roading and outdoor adventure playgrounds built for all skill levels, with experiences designed to build confidence and inspire Bronco owners to get out in the wild for years to come. They start opening next year.

In addition, Ford will also be offering up an array of all-new Bronco merchandise, as we reported earlier this year. That includes everything from Bronco gear to remote control cars, gifts, novelties, collectibles and apparel. Ford-licensed Bronco merchandise is available through Amazon.

Ford will unveil the all-new Bronco two- and four-door models, plus the Bronco Sport at 8:00 p.m. EDT on July 13th when customers can reserve a new Bronco with a $100 refundable deposit.

We’ll be providing constant updates leading up to the Bronco’s official reveal, so be sure to subscribe to Ford Authority for more Ford Bronco news, Bronco Sport news, and around-the-clock 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.

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  1. Roy Chiles

    Team Jim Hackett/ Jim Farley your off to a good start this could be a major hit for FORD don’t mess it up with Recalls


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