DETROIT: Ford Motor Co on Monday rolled out the product and marketing strategy for its new family of Bronco SUVs designed to take a bite out of Fiat Chrysler Automobiles' profitable Jeep franchise.
"We see our vehicle different than Wrangler," the Jeep model favored by extreme off-road enthusiasts, Farley said."We see it as a vehicle you can live with every day." Teaser images from Ford and spy photos from auto magazines have hinted the new Bronco will take styling cues from the first generation of Ford Broncos, built from 1966 to 1977, which were boxy two-door models now considered one of the earliest SUVs. Ford withdrew the Bronco line in 1996 amid falling demand for two-door SUVs.While FCA declined to comment on the Bronco, Chief Executive Mike Manley and his predecessor, Sergio Marchionne, invested heavily in the Jeep brand.
Last year, Fiat Chrysler sold about 1.5 million Jeeps globally, down from almost 1.6 million in 2018. Ford's aspirations are lower starting at 125,000 sales in the first year, according to suppliers. Sales of the earlier Bronco peaked in 1979 at around 100,000.
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