Ford’s Bronco Set to Play Bigger Role in Company’s Lineup
Ford Motor Company is gearing up to enhance the importance of its Bronco model within its overall vehicle lineup. Industry experts believe that the company is placing a strong bet on the lucrative off-road vehicle segment.
According to AutoForecast Solutions, a consulting firm that tracks the automotive market, a new SUV based on the Bronco platform will be produced at Ford’s Michigan Assembly Plant in Wayne, starting in the summer of 2029. Additionally, plans are in motion for a Bronco-styled midsize truck, which is intended to take the place of the Ranger by the fall of the same year. However, it’s important to note that Ford has not officially confirmed these plans, and they may change.
“Ford has been keeping the Bronco vehicles distinct from their truck offerings,” stated Sam Fiorani, Vice President of Global Vehicle Forecasting at AutoForecast Solutions. “The Bronco has seen significant success, and it seems likely they’ll build on that momentum by branching into the pickup market.”
Ford has announced plans to refresh a significant portion of its North American lineup by 2029, with 80% of its models set for updates. Among these is the new Ford Fathom midsize pickup, which will be the first vehicle built on Ford’s new Universal Electric Vehicle platform. The automaker is also preparing to release the next generation of the F-150 and F-Series Super Duty trucks.
In response to inquiries about potential future products, Ford spokesperson Mike Levine stated, “We are not going to comment on future product speculation, much of which is inaccurate,” but did not clarify what information had been deemed incorrect.
Recently, Ford dealers revealed that the company showcased a four-door Mustang with a starting price of around $40,000 during a meeting in Las Vegas. They also mentioned that Ford has plans for a crossover built on the UEV platform. It’s worth noting that production of both the Escape and Lincoln Corsair crossovers will conclude by the end of 2025, leaving a gap in that segment. Furthermore, AutoForecast Solutions expects that production of the Bronco Sport SUV in Mexico will not continue beyond the fall of 2028.
Fiorani noted, “It doesn’t make sense to pursue a replacement model at this point. Integrating the Bronco name into a new offering seems to be in Ford’s interest.”
The introduction of a Bronco pickup could revitalize a segment that hasn’t received as much excitement from consumers as Ford’s other popular lines, such as the F-Series trucks and the Mustang. Last month, Ranger sales fell by 2.4% compared to the previous year, and Ford sold fewer than 71,000 units in the midsize truck market in 2025, putting it at a disadvantage against the dominant Toyota Tacoma, which sold nearly 275,000 units last year.
“The Bronco has a strong brand image, while the Ranger does not,” Fiorani remarked. “If a new truck resembles the Bronco’s design and carries its name, it is more likely to gain traction in the market and compete with the Tacoma.”
Using the Bronco name could enhance the visibility of Ford’s midsize truck offerings. The Bronco has already shown it can compete effectively against established players like the Jeep Wrangler, often outselling it in recent months.
In a similar attempt to penetrate the midsize truck sector, Jeep introduced the Gladiator, which saw sales drop below expectations after its debut in 2019, although it rebounded to 57,000 sales last year. Fiorani observed, “The Gladiator appeals more to a lifestyle market, whereas the upcoming Bronco pickup is likely to serve as a direct competitor to the Ranger.”
Also noteworthy is the need for Lincoln, Ford’s luxury brand, to boost its sales, which have dropped nearly 13% year-over-year as of July. The premium off-road market is becoming increasingly competitive, with brands like Land Rover, Mercedes-Benz G-Class, and Volkswagen’s Audi and BMW offering rugged vehicles.
“This market presents an excellent opportunity for more profitable models,” Fiorani added. “Lincoln could leverage the Bronco’s strong foundation to create a compelling new offering.”
He went on to clarify that this model appears separate from any plans to replace the Lincoln Nautilus. Earlier this month, Ford announced its decision to stop producing vehicles for the U.S. market in China, with plans to ramp up domestic production for Lincoln starting in 2030.
