Bronco Returning as Brand

The Bronco is returning to the Ford lineup not just as a vehicle, but as a brand, Ford announced, with a new tagline, “Built Wild,” and related U.S. off-road driving schools.

The all-new Bronco brand includes a Bronco two-door, first-ever Bronco four-door model and all-new rugged, small SUV, the Bronco Sport. Ford is revealing the all-new models July 13 at 8:00 p.m. EDT across Disney network channels National Geographic, ESPN and ABC.

“Bronco gave rise to the fun and versatile off-road SUV in 1966, becoming the first enjoyable sport utility vehicle for those who wanted to live, work and play outdoors,” said Jim Farley, Ford chief operating officer. “Like the original, the all-new Bronco family is engineered to take you to epic places, with capability to deliver confidence on any type of terrain.”

Bronco’s new ‘Built Wild’ brand positioning will be showcased in the short film debut and offers a glimpse of the all-new 2021 Bronco models in action. Each model has undergone several torture tests, Ford says, testing durability, capability and design.

“Rugged vehicles are in our heritage and we see strong growth opportunities with this ever-more popular segment,” said Kumar Galhotra, Ford president, Americas and International Markets Group. “The Bronco brand meets that need by creating a family of truly capable off-roaders to take our customers further into the wild. We’ve leveraged extensive off-road experience from vehicles like our F-150 Raptor to ensure that every Bronco delivers the ‘Built Wild’ toughness and durability our customers expect.”

In addition to the vehicle release, the brand will launch its new Bronco Off-Roadeos – four off-roading and outdoor adventure sites built for all skill levels. The experiences, Ford says, are designed to build confidence and inspire Bronco owners to get out in the wild for years to come. They start opening next year.

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