Ford Motor Co on Monday rolled out the product and marketing strategy for its new family of Bronco SUVs designed to take a bite out of Fiat Chrysler Automobiles' profitable Jeep franchise.
A lineup of 2021 Ford Broncos, along with the logo, are displayed in this computer-generated image obtained on July 2, 2020. Ford Motor Company/Handout via REUTERS/Illustration
“We see our vehicle different than Wrangler,” the Jeep model favored by extreme off-road enthusiasts, Farley said. “We see it as a vehicle you can live with every day.” While FCA declined to comment on the Bronco, Chief Executive Mike Manley and his predecessor, Sergio Marchionne, invested heavily in the Jeep brand. The Jeep family includes six nameplates in North America, from the tiny Renegade to the Gladiator pickup, with several additional models sold overseas and more coming.
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