Ford is increasingly highlighting its American roots in the European market, introducing models like the Bronco and Explorer to set itself apart from local competitors. This shift comes as the automaker focuses more on SUVs and electric vehicles.

A Distinctly British Past

For many consumers in Britain, Ford represents a strong British automotive tradition. Models like the Cortina, Escort, Fiesta, and Focus are fondly remembered as vehicles designed, engineered, and frequently manufactured within the UK.

Leveraging American Heritage

As Ford evolves its product lineup, the company is strategically emphasizing its American origins as a key differentiator. While avoiding overtly American styling, Ford is utilizing the names and core characteristics of iconic US models for its European offerings.

The Bronco's Rise

The Explorer badge has already been reintroduced, and further integration of Ford’s American intellectual property is planned. A new European-focused combustion-engined SUV, potentially named Bronco, is under development for production in Spain alongside the Kuga.

Bronco Sales and Positioning

Revived in 2021, the Bronco has quickly become a significant model for Ford, selling nearly 150,000 units last year. Ford aims to establish itself as the “Porsche of off-road” vehicles, with the Bronco serving as its flagship.

Bronco Family Expansion

The Bronco family includes the original model, the road-focused Bronco Sport with all-wheel drive and off-road capabilities, and the Bronco New Energy, available as an EV or range-extender in China. The Bronco’s development was influenced by the challenging terrain of Johnson Valley, California, and the engineering expertise of Dearborn, Michigan.

A History of Revival

The Bronco was initially discontinued in 1996 after losing its off-road focus and becoming too large. However, a dedicated team within Ford persistently championed its return, recognizing the continued demand for a capable off-roader.

Overcoming the Competition

A major challenge was overcoming the Jeep Wrangler’s dominance in the off-road segment. Ford’s engineers studied the Jeep community to understand the Wrangler’s appeal and identify opportunities for differentiation. They immersed themselves in the community to ensure the new Bronco resonated with off-road enthusiasts.