The 2021 Bronco four-door Badlands series with available Sasquatch off-road package in cactus Gray.
Ford Motor is taking a run at the nation’s No. 1 off-road seller, the Jeep Wrangler, with its highly anticipated relaunch Monday night of the Bronco SUV a boxy utility vehicle that developed a cult following after it was discontinued in 1996.
Ford is pricing the new Bronco starting at $29,995, including destination charges, just $205 above a base Jeep Wrangler.Top-end models with additional features and equipment can top $60,000. A limited “First Edition” Bronco model starts at $60,800, according to Ford’s website.
The two- and four-door Bronco models, according to Ford, are similar in size to the Wrangler, which is regularly among Fiat Chrysler’s best-selling vehicles in the U.S.
Ford originally confirmed its relaunch in January 2017, but fans had been awaiting the return of the Bronco for years before then.
“It’s a long time coming. The market is waiting and ready,” said Jeff Schuster, president of the Americas and global vehicle forecasts for research firm LMC Automotive. The Bronco is the Jeep Wrangler’s first direct competitor since General Motors’ Hummer, which is being relaunched next year, was discontinued in 2009. “We expect this to stack up nicely compared to the Wrangler.”
The Wrangler was seventh in sales last year among all compact SUVs and crossovers, according to LMC.
Like the Wrangler, the new Bronco models feature removable roofs and doors as well as more than 200 factory-backed accessories. All Bronco vehicles, Ford said, also will come standard with four-wheel drive.
“With Bronco, Ford is making a clear push into the off-road segment of the
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