Please, Don’t Put the Ford Bronco Down Again

There has been loads of hype surrounding the debut of the all new 2021 Ford Bronco. It’s an iconic American SUV, and it’s been missed. The new one is set to debut on July 13th 2020, and will be the newest competition for long time off-road champion the Jeep Wrangler. But how do we make sure that we aren’t in for an emotional roller coaster ride when Ford discontinues the Bronco again in a few years?

People miss the old Ford Bronco. It was ultra cool and capable, with a two door option that was almost too good to be true. But then they had to put the old Bronco down. How will Ford ensure that history doesn’t repeat itself with the release of a new Ford Bronco in 2021?

2020 Jeep Wrangler driving at night with its lights on
2020 Jeep Wrangler | FCA

Why was it discontinued?

The Ford Bronco was discontinued due to a number of reasons. It hit the scene bucking and wild in 1966. The Bronco was originally introduced as a full on off-roader. It was king of the American wild in its day, until it was cancelled from the Ford production line in 1996.

Fellow MotorBiscuit writer Joe Santos wrote that the Ford Bronco’s sudden death goes deeper than the negative press undoubtedly caused by “a certain famous football star.” Problems such as lawsuits with the Ford Bronco II contributed to its cancellation. Additionally, sales began to decline.

1993 Ford Bronco
1993 Ford Bronco | Ford

“Contrary to popular belief, O.J. Simpson wasn’t the reason that Ford discontinued the Bronco. The real reason was that it was the mid-90s and the general public wanted something bigger than a two-door, two-row SUV at the time. Bronco sales ended up declining, so Ford came out with the Expedition in order to meet the demand. In 1996, the Bronco was axed from the lineup.” 

Joe Santos | MotorBiscuit
A gray, two door Jeep Wrangler sits atop rocks while on display at a car show.
2019 Jeep Wrangler Rubicon is on display at the 111th Annual Chicago Auto Show at McCormick Place in Chicago, Illinois | Photo By Raymond Boyd/Getty Images

2021 Ford Bronco

More often than not we see a pattern. What American consumers want American consumers get. Even if it is a few (nearly 25) years later. Though sales declined, there was always a fanbase for the Bronco. Even today, die hard collectors seek out old Broncos. Modernized builds of the Bronco such as electric restorations are popular as well. But the Ford Bronco has been missed.

Zero Labs Classic Ford Bronco EV 1.0
Zero Labs Classic Ford Bronco EV 1.0 | Zero Labs

With the steadfast popularity of vehicles such as the Jeep Wrangler, the Ford Bronco seems like a wise mood from Ford. Ford’s sales of certain models like the leading F-150 are in trouble and Ford needs a bit of a wild card to stay relevant and keep sales up. Enter the 2021 Ford Bronco.

Will it survive?

 We know it’ll get the turbocharged 2.3-liter four-cylinder from the current Ford Ranger as well as the twin-turbo 2.7-liter V-6 that’s available on the Ford F-150. Additionally, the Bronco could get a seven-speed manual transmission with a “crawler” gear for off-roading. Ford has confirmed that the Bronco will eventually offer a hybrid powertrain, too.

Car and Driver
Ford Bronco moaoun_moaoun render
Ford Bronco moaoun_moaoun render | Mo Aoun via Instagram

Why Was the Ford Bronco Discontinued?

According to Car and Driver the Jeep Wrangler fighter will buck its way into the arena with a starting price around $32,495. Will it lasso the hearts of American SUV lovers like its predecessor? Only time will tell. And the time is near.