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Ford launches reborn Bronco brand

Bronco is back, and it has a brand of its own. Don't expect to see a Blue Oval on the nose of Ford's upcoming off-roaders.

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Ford hasn’t launched any of its reborn Bronco models yet, but it’s already announced it will spin the off-road badge into its own sub-brand.

Three new cars are coming on Monday next week: the body-on-frame Bronco and Bronco two-door, and a softer Bronco Sport.

The trio will be four-wheel drive and feature a more advanced off-road management system than regular Ford SUVs and crossovers.

That was expected of the regular Bronco, but exactly how off-road capable the Bronco Sport will be isn’t clear.

It’s reportedly built on the same underpinnings as the Ford Escape, and will likely be powered by either a 1.5- or 2.0-litre turbocharged petrol engine.

The proper, Jeep Wrangler-rivalling Bronco will be a more serious off-road proposition. It’s expected to launch with a 2.3-litre turbocharged four-cylinder EcoBoost petrol engine and a 10-speed automatic, with the option of a seven-speed manual.

A 2.7-litre Nano EcoBoost engine will join the range later in the Bronco’s life, as reported by CarExpert.

Although they’ll be sold through Ford dealerships, the Bronco and Bronco Sport won’t wear Ford badges. It’s the same approach the Blue Oval has taken with the Mustang and Mustang Mach-E, both of which feature the iconic Mustang logo instead of a Ford badge.

Along with the new models, Ford is hoping to build the Bronco brand with off-road experience centres dubbed Off-Roadeos in the USA.

Ford will also sell a range of Bronco merchandise, and create an in-house online community for owners.

The new Bronco isn’t yet confirmed for Australia, but internal slides from Ford reveal there’s a chance it will come Down Under.

Ford is looking to fix launch executions for the F-150 and Bronco for IMG markets – internal Ford speak for International Markets Group, a subset of around 100 countries including Australia and New Zealand among other right-hand drive markets.

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Scott Collie
Scott Collie

Scott Collie is an automotive journalist based in Melbourne, Australia. Scott studied journalism at RMIT University and, after a lifelong obsession with everything automotive, started covering the car industry shortly afterwards. He has a passion for travel, and is an avid Melbourne Demons supporter.

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