Ford is reportedly planning a Bronco-based pickup as it looks to expand the iconic nameplate into a broader family of vehicles. The rumored truck would target the Jeep Gladiator, while Ford is also said to be developing other Bronco variants and several new affordable vehicles.
Ford Plans to Expand the Bronco Family
Ford wants to turn more of its iconic nameplates into entire vehicle families, with the F-Series serving as its leading example. According to Automotive News, the next addition to the Bronco lineup could be a pickup designed for rugged, off-road driving.
The Bronco pickup is expected to go on sale near the end of the decade. It reportedly would not be the only new Bronco variant, with Ford also allegedly planning a hybrid Bronco for 2027 and a luxury version carrying a Lincoln badge in 2029.
Ford would reportedly build the Bronco pickup at the Michigan Assembly Plant in Wayne, Michigan. The facility has produced the Ranger since 2018 and the Bronco since 2020, but the report says the next Ranger will not be built there. Instead, the plant would be dedicated to the Bronco family.
The Ranger itself could also be facing another change. Automotive News sources claim a new truck built at a plant in Tennessee could replace the Ranger, although the report does not indicate whether the new vehicle would retain the Ranger name.
Ford Responds to Bronco Pickup Rumors
A Ford spokesperson cast doubt on the Automotive News report in an emailed statement to CarBuzz but stopped short of directly denying the Bronco pickup rumors.
“We are not going to comment on future product speculation, much of which is inaccurate. What we can say is Ford is focused on delivering a massive product renewal that will refresh 80% of our North American portfolio by volume by 2029. This includes the all-new Ford Fathom midsize pickup on the new Universal Electric Vehicle platform, alongside the next-generation F-150 and F-Series Super Duty.”
Could a Bronco Pickup Compete With the Jeep Gladiator?
The Jeep Gladiator occupies a distinctive position among midsize trucks. It is described as the only truck with removable doors and the only one with a removable roof, while also offering impressive payload and towing capabilities for its class.
The Gladiator also retains much of the off-road capability of the Wrangler on which it is based. A Bronco-based pickup could therefore become a direct competitor, although Ford’s own Ranger could present a challenge for the rumored truck.
Offering two different midsize trucks could be difficult for Ford, even if the vehicles provide substantially different experiences.
Ford Is Also Working on More Affordable Vehicles
The Bronco pickup would come as Ford looks for more affordable vehicles to bring entry-level buyers into the brand. According to the report, Ford is working on a new $25,000 hybrid crossover that would be built in Mexico.
Ford is also expected to begin production of a smaller Transit Van in Ohio in 2029. The van is described as being close in size to the European Transit Connect.
Another upcoming vehicle is the newly named Fathom. It is described as the first result of Ford’s new Universal EV Production plan and is a smallish electric truck that will go on sale with a starting price of under $30,000.
Ford Faces an Affordability Challenge
Ford posted its best sales figures since 2019 last year, but the company remained well below previous highs. So far this year, it has lost those gains and more, according to the report.
With affordability a struggle for Americans and Ford relying on big-dollar trucks and SUVs, the company is looking to sell more vehicles and bring more new customers into the brand.
Whether a new, more expensive boutique truck would help accomplish that remains uncertain. Gladiator sales were down 25% in the first half of this year to just 19,000, a result that does not provide an especially strong sales signal for the segment.
