Whether you’re an automotive enthusiast or a normal follower of automotive news, you’ve probably heard that Ford has brought back one of its most iconic nameplates, the Bronco, albeit in a global launch.
But unlike the Land Rover Defender that was reborn as unibody SUV, or the Chevy Blazer that has been turned into an unofficial crossover version of the Camaro (sorry, Chevy fans), the Bronco stayed true to its nature – a fully-fledged, ladder-frame off-roader that’s Built Wild. Yes, I’m using Ford’s catchphrase for the nameplate because it’s a tight fit. Whoever coined that phrase should get an award.
The Ford Bronco is a different breed, though. It’s far from what Filipinos usually buy and use SUVs for. More than half of the people I see and know use SUVs as a family vehicle rather than an off-roader, which kind of is ironic given what the acronym stands for – Sports Utility Vehicle. If going to the Uptown Mall or a favorite restaurant in Tomas Morato has become a new sport, well, that’s beyond me.
But I’m not saying that there isn’t a motoring niche for off-roaders in the Philippines. There are a handful of off-roading communities in the Philippines that occasionally meet to test out their rigs in their natural habitats. You’ll usually see them in the sandy trails of Pampanga and Zambales, or the famous rocky courses in Taytay, Rizal.
My point is, there’s a market for real off-roading machines – and this is where the sixth-generation Ford Bronco would stand out.
Yes, some may dismiss the new Bronco for its more affordable ASEAN counterpart, the Ford Everest. In fact, the first Bronco prototypes were tested using an Everest body, which clearly shows the connection between the two.
But then again, as I’ve mentioned, the Bronco is entirely different. It doesn’t have seven seats or the wagon-ish appeal of the Everest. Even on its four-door body, the Bronco only seats five. It’s also square-ish, retro-inspired, and a callback to its original design from the ‘60s – but with the needed modern updates. It even has removable body panels, roof, and doors, warranting the side mirrors to be connected directly to the A-pillars instead of the doors.
For an open-air, in-your-face off-roading experience, the Bronco has that in its arsenal. Sounds familiar? Well, that’s because the Bronco is a direct competitor to the Jeep Wrangler.
The Wrangler isn’t a rare sight on Philippine streets. Our first vehicle was a green hard-top Jeep Wrangler YJ, the first-generation model to follow the old CJ Series. But the Wrangler’s popularity in the country boomed in the 2000s, while currently, it’s common to see a JK or JL Wrangler casually driven on cemented thoroughfares.
Truth is, there are Filipino Wrangler buyers that aren’t maximizing the capability of their burly machines. We were not off-roaders back then when we had a Wrangler, nor are the mid-40s women I see alighting their JLs in stilettos (but who knows, maybe they are).
The Wrangler’s retro aesthetics and colorful paint options always have an appeal to fashionable car buyers, especially women, and that’s where the new Ford Bronco could enter as a niche offering. Off-roader or not, there’s indeed a market and it’s high time that the Wrangler gets a proper rival in the country.
Now, does that mean that the Bronco would necessarily appeal to Filipino car buyers? It’s a quick yes, but I have an obvious reservation – pricing.
In the U.S., the Bronco’s starting price upends the Wrangler but only by a hair. Not surprising at all since the Bronco’s pretty loaded with features even in its base trim.
Of note, the current-generation two-door Wrangler Sport comes with a P3.3-million price tag – a bit hefty, yes, but I mentioned something about being a niche offering, right?
With that in mind, it won’t be a surprise if the Bronco would come here with a similar price point. At that point, yes, there will be people who will aspire to own a Bronco even without trails in sight. But it won’t be a volume-seller for the Blue Oval – unless Ford Philippines will be able to employ its magic as we’ve seen with the steal pricing of the F-150 4×4 Platinum.
The key here is pricing, as always.
The new Bronco will hit production in Ford’s Michigan plant by early 2021. On that rate, we might be able to see it ashore in the next two years or so – if, at all. We’ll know more about its pricing then.
And oh, there’s also the Bronco Sport, the Escape-based crossover that the Bronco came with at launch. That’s for another story for another time.