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Ford’s Bronco SUV goes up against FCA’s jeep



Detroit (Reuters)-Ford Motor Company (FN) Launched its new Bronco SUV series of products and marketing strategies on Monday, designed from Fiat Chrysler Automobiles (FBI) (alliance) A profitable franchise of jeep.

The computer-generated image obtained on July 2, 2020 shows the lineup and logo of the Ford Mustang in 2021. Ford Motor Company/Via REUTERS/Illustration

Ford’s Bronco series launched later this month will include two- and four-door models, as well as the smaller Bronco Sport. The quadrilateral appearance of the vehicle, the new bucking bronco logo, the “Bronco Nation” online fan club, and the “Built Wild” marketing campaign are all part of Ford’s plan to enter the lucrative off-road adventure of the main jeep. Decades.

Jim Farley, Ford’s chief operating officer, said in an interview that the new Bronco product line will provide off-road technology that is suitable for those who want to ride comfortably on the highway, off-road on sand, gravel or dirt, Not a person climbing on a boulder. .

Farley said: “Jeep models are different from Wranglers.” Jeep models are favored by extreme off-road enthusiasts. “We see it as a means of transportation that you can live on every day.”

Bronco’s real mission is to increase profits, because Ford is struggling to repay its debt to defend against the corona virus’s slowdown. Ford said last year that reorganizing its assembly plant in Wayne, Michigan, to build Ranger midsize pickups and Bronco (instead of hybrid and compact cars) would increase operating income by more than $1 billion.

Ford’s trailer images and spy photos in Auto Magazine suggest that the new Bronco will draw inspiration from the first-generation Ford Broncos styling produced from 1966 to 1977, which is now considered as one of the earliest SUVs of the four doors Saloon. As demand for two SUVs declined, Ford withdrew from the Bronco product line in 1996.

When the FCA declined to comment on the Mustang company, CEO Mike Manley and his predecessor Sergio Marchionne invested heavily in the Jeep brand. The Jeep family has six nameplates in North America, from small rebels to gladiator pickups, as well as several other models sold overseas, and more.

Jeep occupies a large share of FCA’s profits. Three years ago, Morgan Stanley analyst Adam Jonas estimated that the Jeep brand alone accounted for 120% of the parent company’s market value, which was more than $20 billion at the time.

Last year, Fiat Chrysler sold approximately 1.5 million Jeep vehicles worldwide, down from nearly 1.6 million in 2018. Suppliers say Ford Motors has low ambitions, with sales of 125,000 in its first year. Earlier sales of Bronco reached its peak in 1979, about 100,000.

As part of its plan to launch Bronco, Ford will create four U.S. off-road test sites next year, called “off-road car fields.”

Ford will release its four-wheel-drive SUV online at 8 pm Eastern Time on July 13th, at which time customers can start depositing a $100 deposit.

Reporting by Ben Kleiman and Joseph White; Editing by Chris Reese

Our standards:Thomson Reuters Trust Principles.

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