Along with the Ford Ranger, the blue oval is considering resurrecting another nameplate. Bloomberg has learned from sources that the company is considering bringing back the Bronco nameplate for a vehicle to be built at the Michigan Assembly Plant in Wayne, MI.
“It’s a good move. Gen Y has discovered the original Bronco. Ford has seen what the Mustang can do for them, and they are bringing back their iconic names,” said John Wolkonowicz, a Boston-based independent analyst.
The Bronco would give Ford a vehicle to compete with the likes of Toyota and General Motors. It would also allow Ford to capitalize on the growing popularity of the Bronco by Gen Y, especially those in Southern California.
The source said the Bronco will be a midsize model (like the Explorer) and use a truck frame for added toughness.