How Ford Plans to Sell 200,000 Broncos Next Year Might Surprise You
After literal years of buildup, the new Ford Bronco can’t get here soon enough. And not just because spy-shots have started coming in. Despite walking away from small cars and sedans to focus on more-profitable trucks and SUVs, Ford’s finances aren’t doing too well. The new Bronco needs to be a hit—and Ford recently announced how it plans on making sure of that.
The new Ford Bronco’s accessories
Motor1 reports that Ford expects to sell 200,000 Broncos in 2021. That number, though, includes both the standard SUV as well as the Escape-based Bronco Sport, aka the ‘baby Bronco.’ And while that’s certainly an ambitious target for a recently re-introduced SUV, Ford isn’t relying solely on nostalgia factor to reach it.
Ford reportedly has over 150 accessories planned for the new Bronco when it reaches dealers. This includes light bars, winches, and a number of other off-road and on-road parts. Based on spy shots captured by Car and Driver, one of the accessories will likely be off-road bead-lock wheels. Ford offered similar accessories for the original Bronco, too, according to Donut Media. The Bronco R’s suspension components are already available from Fox, though it’s not clear if they’ll be directly purchasable from Ford, too.
The catalog will also likely include several roof options for the full-size Bronco. Ford still hasn’t confirmed if the SUV will have a soft-top, although patent drawings make it all-but official. Those same patent drawings also show removable doors similar to the Three O Five Wrangler’s, which means they’ll probably show up in the new Ford Bronco accessories catalog.
It’s not clear at the moment how many of these accessories will be for the Bronco Sport. It appears that the smaller SUV won’t have a removable roof, or removable doors, according to Motor1. But if Jeep can make the unibody Renegade into a Rubicon Trail machine, it’s fair to say the ‘baby Bronco’ will get at least some off-road accessories.
The new Ford Bronco’s catalog vs. the competition’s
Although it’s not clear if Ford will offer a ‘best-of’ parts package, as with the Wranger JPP 20, the Bronco is at least taking inspiration from an effective source. The Jeep catalog is full of aftermarket off-road accessories like winches, wheels, light bars, and so on. Motor1 reports Jeep buyers, on average, add $800 of these parts to their Wrangler at the dealer. Gladiator buyers spend even more.
Other automakers also offer opportunities for extensive off-road accessorizing. AEV offers winch-ready bumpers, suspension upgrades, and skid plates for the Chevrolet Colorado ZR2, and Ram 1500 and 2500. And even if your 4Runner, Sequoia, or Tacoma isn’t a TRD version, Toyota will still sell you TRD-brand parts for it.
Parts like these do genuinely add value to an SUV. But will it be enough to meet Ford’s goals?
Is that sales target realistic?
200,000 seems like a somewhat lofty sales goal for the new Ford Bronco, even if that does include both the full-size SUV and Bronco Sport. However, looking at the 2019 sales figures of its biggest rivals, the Toyota 4Runner and Jeep Wrangler, it’s not entirely impossible.
Toyota reported that it sold 131,888 4Runners in 2019. And FCA’s sales report indicates 228,032 Wranglers were sold in 2019. So, Ford could conceivably sell 100,000 full-size Broncos in 2021.
Meanwhile, the Bronco Sport is roughly equivalent to the RAV4 and Jeep Cherokee. In 2019, Toyota sold 448,071 RAV4s, and Jeep sold 191,397 Cherokees. Again, a 100,000-unit sales goal for the ‘baby Bronco’ isn’t unrealistic.
Remarkably, then, Ford could actually sell 200,000 Bronco-badged SUVs. We’ll just have to wait and see if the accessory catalog makes a difference.
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