While the Ford Bronco isn’t the type of vehicle that most would consider to be a commercial or fleet-friendly model, like many other retail vehicles, a few Ford Pro customers still purchase them for that particular purpose. The same is true of the discontinued Ford Edge, specifically, which had the highest fleet sales of any retail Blue Oval model last year with a little less than 40 percent of its overall sales going to Ford Pro customers. As for the Ford Bronco, well, it wasn’t quite as popular among fleets.
According to Ford’s Q4 2024 earnings report, the Ford Bronco accounted for less than one percent of the automaker’s Ford Pro sales in 2024, ranking it at the bottom of the pack in that regard. It’s unclear why the Ford Bronco isn’t terribly popular with commercial customers, but it clearly doesn’t have the same appeal as some of its retail counterparts – even when it comes to rental car companies, presumably.
There is reason to believe that the Bronco could wind up becoming more of a useful tool for fleets in the future, however. Much like some other off-road-focused SUVs that are offered in commercial variants, the Bronco lineup has long been rumored to be in line for an expansion that would add a “work” model to that mix, as Ford Authority reported back in May 2023.
That news came straight from Kumar Galhotra, then-president of Ford Blue, who revealed that along with a work-focused Bronco, the automaker was also mulling the idea of adding Premium and Heritage+ models to the lineup. Though no additional details were given, we can presume that the work variant will be some sort of fleet or commercial-focused model, while the premium is most likely a luxury trim of some kind. As for the Heritage+, it could offer even more retro goodies compared to the regular Heritage and Heritage Limited as well.
Comments
You learn something new every day. Today, I learned from the above sheet that Ford makes a vehicle called the “Territory.” Never heard of it. Now I know. TFA has enlightened me. Ooooom.
I have heard of the Territory, but it is not a North American vehicle. It may be sold in Europe, but it’s definitely in Australia. I think the chart is in error.
I wouldn’t imagine that it would be? Maybe a few large outdoor expedition tour groups, but outside that small contingent, why else would an organization look upon this vehicle as fleet worthy?
Thanks for pointing this info out captain obvious.
Is it possible that fleet buyers want sedans? Ford’s sedan-hating executives have no idea on how to make a profit on sedans, even if they are built in low wage countries, e.g. Ford Fusion, Mercury Milan, Lincoln MKZ.