Head of Jeep Mocks Ford Bronco's Roof Problems

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Jane Lu
Updated on Apr 27, 2022 · 3 min read
automotive industry
is a highly competitive sector, and any blemishes in a product can cost a manufacturer significantly in sales. The quality issues in Ford Bronco's hardtop roof are a problem the Blue Oval is trying to get under control. 
Another downside is that it gave competitors like Jeep a talking point to criticize Ford and get Bronco fans to consider other alternatives. 
Ford has an excellent track record of
releasing cool, quality cars
since the good old days. Still, poor quality in any of its latest products will give other brands a competitive edge.
The head of Jeep threw some shade at the Ford Bronco.

How did the head of Jeep mock the Ford Bronco’s roof problems?

Jim Morrison, Jeep's head of North America, made a statement targeting quality issues identified in the Ford Bronco's hardtop roof. After pointing out the shortcomings of their top rival models, he also seized the opportunity to market some pros about Wrangler models. 
According to
, while driving a Wrangler 4xe, Morrison said, "We're going to have rain on Saturday, so I presume we won't see any Broncos this weekend." The Jeep chief also explained why some of the earlier Wrangler models, such as the CJ, have endured decades in the market. He identified consumer loyalty and a massive Wrangler community as significant factors. 
Over 3 million people own a Wrangler, and they continue to support Jeep. According to Morrison, that's something no competitor can emulate. 
He also leveraged this opportunity to give customers insights into the new mechanical and styling upgrades to the Wrangler model. These include an optional Gorilla Glass windshield, a pink exterior, and a bunch of other additions. 

Stiff competition in the off-road sector: Only the creative survive

According to
ABC News
, Americans' love for high-performance off-road vehicles has been on the rise even during the pandemic. This had led to automakers scrambling desperately to sell their newly released off-road cars. Consequently, it has created stiff competition, and only those flexible and creative enough to appease consumers will win. 
As more Americans continue to go on road trips, a renewed focus on a vehicle's off-road capability has emerged. Highlighting the pros of a vehicle's off-track features allows automakers to differentiate themselves and establish a strong niche in the SUV sector. 
That's why SUV and pickup truck manufacturers have embarked on more creative and innovative ways to upgrade their vehicles. For instance, Jeep has now made the Wrangler Unlimited Willys Xtreme Recon available for all Wranglers. It has also introduced brighter colors, such as Tuscadero Pink, for consumers who'd like to draw attention as they drive off-road. 

How can quality issues impact sales?

With so many automakers vying for consumer approvals and subsequent sales, having quality problems in parts or craftsmanship can significantly affect sales. Car shoppers have many vehicle brands to choose from, and only companies providing standout performance and reliability can win over their competition. 
Motor Trend
reported that some customers have postponed buying the Ford Bronco till 2022 because of the roof issues with the Bronco. Furthermore, the car manufacturing company will have to replace the hardtop roofs of the models already delivered to customers. 
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