As it brings back a model name that's been out of production for almost 25 years, Ford's target is obvious: Fiat Chrysler Automobiles' Jeep.
There will be a two-door midsized version of the off-road SUV, a four-door version and a smaller off-roader called the Bronco Sport. In effect, Ford is creating a separate sub-brand for off-road SUVs under the Bronco name.As it brings back a model name that's been out of production for almost 25 years, Ford's target is obvious: Fiat Chrysler Automobiles' Jeep.Jeep is a tantalizing target.
"What the target audience didn't like about the [Jeep] CJ and the Scout was the fact that it had a bumpy ride and wasn't very comfortable," said Ford archivist Ted Ryan in an interview with CNN Business.So Ford designed the original Bronco to provide a nicer ride on highways while still being able to tackle rugged off-road environments, he said.
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