It’s no secret that the Ford Bronco is looking to take a bite out of the success of the Jeep Wrangler. Automakers are positioning themselves as both off-road warriors with removable doors, roofs and an assortment of accessories. You think it would be the two automakers against each other like never before, but it isn’t. Ford is already the most cross-brand of Jeep products, and that’s before the 2021 Bronco goes on sale.
The little nugget of information was buried in a recent presentation to investors from the Dearborn-based automaker, which our colleagues at Muscle cars and trucks discovered. He announced, on slide six, that Ford is the number one cross-buy brand for Jeep. The post spoke with Bronco’s chief marketing officer, Esteban Plaza-Jennings, who said Ford has some of those “rugged and capable off-road vehicles” that customers are looking for, although they tend to look for them. turn to trucks.
Plaza-Jennings highlighted the Raptor and Tremor as well as the FX4 and Ford Performance goodies available for models like the Ranger, to explain why customers cross-buy between the two brands. This will likely increase once the 2021 Bronco goes on sale next year. Ford put the Bronco’s off-road capabilities at the forefront of development, targeting the Jeep Wrangler and its rabid off-road fanbase.
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Part of that rage comes from the Wrangler being a passionate vehicle. It has a robust aftermarket that allows for endless owner customization, and Ford is positioning the Bronco in that same vein. When the two and four-door models launch next spring, Ford will offer more than 200 factory-guaranteed accessories that customers can purchase and incorporate into the purchase price of the SUV. And how could we forget the Sasquatch package?
The arrival of the Bronco will attract even more buyers comparing Ford and Jeep, which should further consolidate Ford as the most cross-brand of Jeep. Customers will be eager to compare each other’s performance and off-road capabilities, referencing suspension travel, ground clearance, horsepower and torque, and much more.