Ford will add a Pickup to the Bronco Lineup by the End of the Decade

• Ford continues to turn its most popular models into subbrands.

• Among many future products is a pickup truck based on the Bronco.

• Nothing is known about it at the moment, but we expect it to be rugged and off-road capable.

Ford is currently working on a massive renewal of its North American lineup, with 80% of its models due for a refresh or a complete redesign by 2029.

In addition to this, the automaker will also add a number of completely new products in the same time frame, including a pickup truck based on the full-size Bronco SUV.

Indeed, Ford is reportedly working on a pickup version of its most off-road capable SUV, which will also be sold under the Bronco subbrand.

This confirms the company’s strategy over the recent years, which consists in leveraging heritage and brand recognition by making its most iconic and popular models into sub brands within the Ford lineup.

This can be seen with its ever-popular half-ton and heavy-duty pickups, which are collectively marketed as the F-Series, as well as the Mustang sports car and Mustang Mach-E electric SUV.

The Bronco name has already been expanded beyond the full-size model with the smaller Bronco Sport, which is a more rugged development of the Escape compact SUV.

By the end of the decade, both the Mustang and Bronco nameplates will be home to a third model, with the planned Bronco pickup and a Mustang sedan.

Not much is known about the upcoming Bronco truck, but we expect it to be rugged and off-road capable, in keeping with the name’s heritage.

In all likelihood, Ford will copy Jeep’s strategy with the Gladiator, which combines the front-end design and construction of the Wrangler with a truck bed at the rear.

This means the Bronco pickup will likely share the SUV’s iconic looks and convertible top, along with a bed similar in size to that of the mid-size Ranger.

As was recently confirmed, Ford is also working on a new small electric pickup that will be called the Fathom. Along with the Bronco truck, this means the automaker could have as many as six different pickup models, mostly in different size categories, by 2030.

The Fathom’s platform will also give rise to a new compact Lincoln SUV, and the luxury brand will also gain its own premium version of the regular Bronco.

While neither the Bronco pickup nor the two Lincoln models are expected to be particularly affordable, Ford says it hasn’t abandoned the lower end of the segment, with five models priced under $40,000 in the United States by the end of the decade.

At the moment, the company has six models priced under U.S. $40,000 to start: the Escape, the Maverick, the Mustang, the Mustang Mach-E, the Explorer, and the Bronco Sport.

Despite the unfavourable exchange rate, Canadian buyers can also get their hands on a Maverick, a Bronco Sport or a Mustang under $40,000 CDN, the Escape having been discontinued a few months ago.

The next few years will be quite busy for Ford in terms of product launches, so more details about new models should surface periodically.

Source: Automotive News