The new Ford Bronco isn’t even two weeks old (and isn’t even available to buy yet) but we’ve already got news of a new variant in the pipeline. According to Automobile, Ford is not only working on a Bronco pickup truck, they’re trying to get it out as soon as possible.
“The Bronco pickup probably isn’t due until mid-2024, as a 2025 model, according to our sources, although forces inside the company are working to move the date forward, if possible,” Automobile reported.
As we explained back when the 2021 Bronco was unveiled, Ford is keeping their options open to add to the already large family of SUVs, but why are they so intent on launching a pickup? One word: Jeep.
The new Bronco was assumed to be a competitor for Jeep’s increasingly popular Wrangler lineup, and when the launch confirmed both impressive off-road chops and an affordable price point, the war was officially on. And because Jeep’s new Gladiator pickup — which hit dealerships in 2019 after the brand’s 26-year hiatus from the segment — doesn’t seem to be selling as well as expected, Ford appears to be eyeing another place they can hit Jeep where it hurts.
Plus, the Bronco has legitimate history with the truck format. Back when the nameplate was originally launched in the ‘60s, one of the three available Broncos was in fact a pickup (fun fact: that’s the first time the brand used the phrase “sports-utility”).
Of course, as time has become a meaningless concept as a result of the pandemic, 2024 seems like a long time to wait to see what this truck will look like. Hopefully Automobile’s sources are right and the release date gets bumped up — the earliest they’re projecting is a 2022 unveiling for a 2023 model year — but until then, they went ahead and made some renderings themselves:
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