Name said to lack recognition
No word on possibilities for new name, but expect something used before
We’ve seen rumours, spy shots, and other hints that Ford was planning a high-performance Bronco for about a year now. The shots have included massive off-road tires, bulging fenders, and loads of other camouflaged details that make this off-roader look extremely serious. We had thought that it would arrive wearing the name Ford Bronco Warthog, but a new report says that Ford may be leaning in another direction.
The brand is changing its thinking, reports Ford Authority, who cites “sources familiar with the matter” as saying that Ford’s leaders “favour powerful, well-recognized names over new names that would need to establish recognition in the marketplace.” That’s why, for example, the F-150 electric got the name Lightning and the Mach-E wore a Mustang badge and prancing horse logo.
Ford had trademarked the Warthog name, but doing so and then changing course would hardly be new. Ford Authority had spotted the name in a supplier letter as well as being in the wheel well of a prototype, but as the outlet says, that could simply have been an internal code name.
So what name will Ford use on this beefier Bronco? Raptor has plenty of brand recognition for Ford, but Bronco Raptor doesn’t seem to ring quite right. There’s also the issue of two different animals, but the previous Pumbaa-inspired name had that same problem. Bronco Tremor? Maybe, but that’s much more extreme than any current Tremor models. Ford could probably scoop up Big Oly for a song and use the name of the most famous off-road racing Bronco of all.