Ford Goes All In on Bronco With Massive Portfolio Refresh Planned

Ford Motor Company, the Detroit automaker, is reinvigorating its Bronco SUV with a major portfolio overhaul. This strategic shift comes as the company recovers from a $19.5 billion charge and retracted plans for electric vehicles, including the cancellation of the F-150 Lightning and a next-generation full-size electric pickup. The Bronco is expected to be complemented by a hybrid version in 2027 and a Bronco-based pickup by the end of the decade.

Lincoln, Ford's luxury brand, plans to introduce a Bronco-based off-roader, potentially attracting dealers who have longed for more diverse offerings. Ford aims to refresh 80% of its North American lineup by 2029, introducing new models like Mustang variants and a $25,000 hybrid crossover, all set to become more affordable. The automaker is targeting half of its global volume to be hybrid, EV, or extended-range by 2030, while still investing in its Universal Electric Vehicle platform to drive future EV market share and profitability.

This portfolio refresh is designed to boost profit margins and market share, as seen in the competitive landscape where Stellantis is also planning a range of affordable options. Despite the uncertainty surrounding Ford's affordability strategy, the company remains focused on delivering fresh, profitable products to the market.