Signs of life at Ford Europe: After discontinuing the Focus and experiencing a continuous decline in sales, Ford is working on an intriguing model that could change the trend: A European version of the Bronco.
The Bronco, a revival of the off-road vehicle produced between 1966 and 1996, was relaunched in 2021 as a rugged SUV competing with the legendary Jeep Wrangler and has been successful in the U.S. However, it is a very American vehicle, with large gasoline engines, which limited its ability to sell in other markets. Interestingly, Israel became one of its ten largest markets, with over 800 units sold since 2022, despite a starting price now at 400,000 NIS, although most sales remain in the U.S.
According to a report in Automotive News, although Ford produces a smaller crossover in the U.S. called the Bronco Sport, it has decided to build a new, slightly smaller model for Europe, based on the platform of the Focus and Kuga. This means giving up the ladder-frame chassis in favor of a significantly lower price. It will still not be fully electric, but it will receive plug-in units and likely also conventional hybrids.
Previously, it was reported that the replacement for the Focus, whose production ended last month, would be a crossover, hinting at the dimensions and possibly the pricing of the new model. In the U.S., Ford replaced the Focus with the small Maverick pickup, which costs only slightly more and has been very successful.
This is not the first time Ford has recycled U.S. names for Europe: It currently sells the Explorer EV in Europe, which has no connection to the American model and is expected to arrive in Israel next year, and the Capri EV, both based on Volkswagen’s electric platform in Ford’s attempt to save development time and budget. However, the shift to electric was too fast, and neither has achieved the hoped-for commercial success, leading to a change in direction toward creating a car that is 100% Ford.
Production will take place at Ford’s Spanish plant in Valencia starting in 2027, while Kuga production will continue simultaneously.
The European Bronco is not the only exciting model currently in development at Ford. CEO Jim Farley recently hinted that the company is working on a new rear-wheel-drive sedan, likely in a liftback style similar to the Tesla Model 3, and possibly electric. Rumors of a Mustang sedan, another recycling of a successful name into a new category, have been circulating for several years. The new model is expected to be unveiled and enter production as early as next year.