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If you’ve been paying attention to the Ford Bronco roof fiasco, you’re probably already aware that Ford is in the process of replacing every new Ford Bronco roof, free of charge. This problem only affects the hard top Ford Broncos, so soft top owners are in the clear. The whole situation hasn’t gone unnoticed by one of Ford’s competitor, Jeep. While Jeep has established itself as a friendly competitor of the Ford Bronco in the past, Jeep’s CEO took things a step further at a recent Detroit event. 

An orange and a blue Ford Bronco sit on a plain with mountains in the background.
2021 Ford Bronco | Ford

Jeep and Ford made the news because of Jeep’s CEO

Jim Morrison, Jeep’s CEO, made fun of the Ford Bronco’s roof problem at a Jeep-sponsored Detroit event, according to Motor1. While talking to the Detroit News, Morrison said, “It’s going to rain on Saturday, so I don’t think there will be any Broncos here this weekend.”

He went on to add his opinion on why the Wrangler continues to be so popular. “It’s the love each customer has of the brand and for the community, because that is quite frankly what competitors can’t copy,” he said.

Jeep and Ford have been in competition with their new models

Ever since Ford put out the new Bronco, Jeep has been keeping closer tabs on their rival. The Ford Bronco goes head-to-head with the Jeep Wrangler, which until the Bronco, hadn’t had too much in the way of competition. Morrison welcomed the Bronco’s entrance to the market. He said, “There is a craving for freedom to make you go anywhere. I think the Bronco will be a good competitor, a solid competitor; we don’t deny that. At the same time, it puts us on our toes. It forces us to be better and better and better.” 

Jeep’s sales have been off the charts

Even with the Ford Bronco taking at least a portion of the Jeep Wrangler’s sales, the 2021 Wrangler has managed to have three record-breaking sales seasons in a row. This is in no small part thanks to the new Jeep Wrangler 4xe, a hybrid version of the Wrangler. In fact, the Wrangler 4xe was so successful that Jeep has just debuted the 2022 Jeep Grand Cherokee 4xe, with hopes that it does as well. 

It will be interesting to see whether Jeep or Ford comes out on top. Both off-road friendly SUV makers have bright futures ahead of them. Jeep is committed to releasing an electric version of every one of their SUVs by 2025. Ford is creating an electric platform which will allow them to create more electric vehicles, with an ultimate goal of eventually being fully electric. If these car manufacturers continue to use each other’s success and progress as motivation to become better themselves, it can only mean good things for car buyers. 

With Jeep just revealing the 2022 Jeep Grand Cherokee and the 2022 Jeep Grand Cherokee 4xe, we’ll have to wait and see if Ford finds a problem and returns Morrison’s favor. After all, in the age of the internet, sometimes company rivalries make for the best entertainment.


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