High-End Ford Bronco Might Abandon the Detachable Roof to Compete with Land Rover: Report

Eric Loeffler, in charge of the development of the Bronco, raised the idea of creating a premium variant with superior features… both internally and externally. “[T]here are individuals who ponder about the potential of transforming this vehicle into a high-tier Land Rover competitor, way up the spectrum. They come to the realization that Land Rovers lack a detachable top, which is essential for reducing noise levels, among other things. Therefore, if we opted to undertake such a venture, it could become a reality,” Loeffler revealed to Ford Authority.

Starting at approximately $30,000, the Bronco emerges as a reasonably priced off-road vehicle. Its primary rival, particularly for the two-door models, has long been the unchallenged Jeep Wrangler. While the selection of four-door SUVs with off-road capabilities is more extensive, the foundational elements of the Bronco significantly highlight Ford’s dedication during the platform’s development, contrasting with, for example, the approach taken by Toyota with the 4Runner. Presently, a luxurious Bronco is not widely available at dealerships, although the Bronco team is evidently considering this concept.

In terms of price, the Manufacturer’s Suggested Retail Price (MSRP) of the top-tier Bronco Wildtrak surpasses the base cost of a Land Rover Defender, which is also offered in both two-door and four-door configurations. However, the Defender’s pricing escalates rapidly, positioning itself in the premium segment with offerings like air suspension and a turbocharged V8 engine. Land Rover considers various factors when assembling a vehicle for its clientele, including the importance of a serene cabin, as noted by Loeffler. This attribute cannot be achieved with a soft top that utilizes fabric and comparably slender support structures.

Loeffler is uncertain if this is the path for the Bronco, adding, “Could a third-party manufacturer take on this challenge? Possibly. However, overall, we believe that the majority of individuals would prefer to drive with the top off. If there is a surge in demand for this over the next few years, then it will be taken into consideration.”

It remains uncertain how Ford would outfit a Bronco to compete with the Defender, or how they would persuade Land Rover’s CEO, Joe Eberhardt, that it could even pose a competitive threat. Perhaps, if the Dearborn brand incorporated components from their $90,000 Limited-trim pickups and integrated a specialized V8 engine. Nevertheless, the Bronco is still in its infancy, and numerous possibilities exist throughout its lifecycle. 

However, it’s unlikely that a Bronco pickup truck will be introduced.

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