Ford Cancels 2024 Bronco-Based Pickup Truck
Ru Chen
· 3 min read
Ford
was rumored to be planning a new vehicle for 2024: a powerful pickup truck. It would have been the pickup version of the Ford Bronco. Unfortunately, the Bronco pickup has been canceled.
Canceled Ford Bronco pickup truck
A report from
Car and Driver
suggests that Ford has been hoping to extend the Bronco line by creating more models under that name. The 2021 Bronco has comfortable handling both on- and off-road, with solid engine performance. It’s not the best daily driver, but it is a good off-roading choice.
There’s also the rather impressive Bronco Sport. Ford has even opened standalone Bronco showrooms at around 100 dealerships, clearly investing in the future of the Ford Bronco name.
The Bronco pickup would have been a solid Jeep Gladiator competitor. It was scheduled for release in 2024 if there were no delays.
Now, the Bronco pickup hasn’t been delayed. It’s apparently not coming out at all.
Automotive News
announced that the project has been dropped. According to trustworthy sources, Ford recently notified suppliers that the Bronco pickup had been killed before it even launched.
MORE: Is the Ford Bronco Better Than the Jeep Wrangler?
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A Bronco pickup truck would have created internal competition and cannibalized sales
It turns out that the Bronco pickup was originally planned to be manufactured at Ford’s Wayne, Michigan factory.
Not alone, but with two other Ford models: the Bronco SUV and Ranger midsize pickup truck.
Based on what we know, it does seem like adding another pickup to Ford’s line of vehicles would be too much internal competition.
The Bronco midsize pickup would have been directly compared to the Ford Ranger, a solid pickup truck. Ford’s arsenal of trucks also includes the compact Maverick and the full-size F-150.
While the Bronco pickup would have been a Jeep competitor, it would have likely cannibalized sales from Ford’s own pre-established Ranger.
That’s just not an optimal business plan, considering the costs that would have been sunk into manufacturing a new truck.
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