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Ford says it may expand off-road line beyond Bronco, Bronco Sport

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DETROIT — Ford Motor Co. is not just introducing the Bronco and Bronco Activity following...

DETROIT — Ford Motor Co. is not just introducing the Bronco and Bronco Activity following 7 days it is launching a automobile line that could develop to consist of additional off-highway nameplates.

The automaker on Monday verified Bronco would be a subbrand, utilizing the “Designed Wild” tag line. Executives as significantly back again as early 2019 experienced been telling sellers its off-highway choices would be a “loved ones” of cars.

That brand name will consist of two-doorway and four-doorway variations of the Bronco SUV, as nicely as the smaller sized Bronco Activity crossover, a identify Ford verified Monday right after beforehand referring to it as a compact, rugged off-highway utility.

There is area to increase the Bronco line outside of people products, officials say.

“We will start out with the 3 products that we have,” Mark Grueber, Ford’s U.S. buyer marketing and advertising manager, explained on a call with media. “We will continue on to look to the place you will find customers we could satisfy with Bronco and how to continue on to increase the brand name in the upcoming.”

Ford is planning to introduce a Bronco-based pickup in 2024, in accordance to a forecasting business, and the automaker is also planning a compact, unibody pickup following calendar year, which studies have explained could be identified as Maverick.

Dave Pericak, Ford’s director of icon cars, explained just about every design included to the brand name have to reside up to the Bronco identify.

“You can make the oversight with a loved ones of cars if you just start out peppering that loved ones with matters that will not reside up to the core tenets with what it is you happen to be building,” he explained. “All the things we do … it will have to reside up to that similar DNA and that similar purpose that the Bronco has, in any other case it isn’t going to belong in the loved ones. We’re not just badge-engineering. It is really not the identify that can make the automobile, it is the automobile that can make the identify.”

Ford on Monday also formally introduced the generation of Bronco Country, a Ford-licensed on the web group that went reside earlier this calendar year and will aid link fans for path rides and other meetups. Robert Parker, a retired Lincoln marketing and advertising government and Bronco enthusiast, told Automotive News past thirty day period that he encouraged on the site’s generation.

As section of its bid to link enthusiasts, Ford explained it would generate activities identified as “Bronco Off-Roadeos,” which it explained as out of doors experience playgrounds to aid them study how to choose their cars off-highway.

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