2021 Ford Bronco. Finally, a modern, worthy challenger to the Wrangler

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The 1980s saw the peak of the golden age of the spartan off roader. The Toyota FJ40, Nissan Patrol, Ford Bronco, Land Rover Defender, Suzuki Samurai, and the only one that stuck around; Jeep Wrangler.

Some brands have made attempts to revive their off roaders. Toyota created the FJ Cruiser. But, the top can not be removed, and its current price point is way above what the original old FJ was. And, it just doesn’t have that same “crossing-the-savanna” feel anymore. It feels a bit, domesticated. Mercedes’ G Wagon has become an overpriced, overly outfitted box, very little to do with the hardy military vehicle it once was.

Ford however, looks like they aren’t missing the mark here. They saw that there is still demand for rugged simplicity (Jeep doesn’t stop selling Wranglers). They made sure that the most popular feature from the old models was not omitted. This being the removable top. This is where Toyota missed it with the Modern FJ Cruiser. Its short wheel base, body on frame construction, solid rear axle with high clearance, make it clear that the Bronco is not departing from its original intention. Nor is it making any compromises. It’s actually leaning into what it’s meant for; Good old type 2 Fun.

I’m curious how much market share it will take from the Wrangler in a segment that Jeep has dominated in North America for so long.

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Awesome! I can not wait to see it in person.

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I thought this was a really good move for them. First of all, it’s a great modernized look and in addition to that, I imagine they’ll be able to capture a decent amount of the market off of nostalgia factors (who can think of the bronco without thinking of the 90’s- and maybe also thinking of OJ, which may help or hurt them depending on the person). I think ultimately, the Wrangler still offers something slightly different, but I don’t think it’s wrong to assume they’ll take a little bit of business away from that market.

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I think it looks awesome and will definitely attract some people away from the Wrangler. I like it better than the FJ aesthetically. But I also think Jeep has really established the Wrangler as a widely accepted “adventure” vehicle, and that isn’t going anywhere any time soon.