CLASSIC NEVER DIES

Ford Bronco History: The Wild Side of Ford’s Off-Road Beast

Ford Bronco History: The Wild Side of Ford’s Off-Road Beast

red wildtrak bronco racing through a dry lake bed
Ford Bronco Wildtrak Bronco
Source: Motofutura

The Ford Bronco: an iconic off-road legend that has roared back to life with a vengeance.
Born in the 1960s, the Ford Bronco evolved from a rugged utility vehicle to a stylish and powerful adventure beast on four wheels. With its unmistakable design, cutting-edge technology, and an unyielding spirit for exploration, the Ford Bronco is not just a vehicle; it’s a symbol of freedom, daring drivers to embrace the untamed wild and embark on journeys that leave ordinary roads far behind.

Roaring Start

pale blue 72 ford bronco in a desert
1972 Ford Bronco
Source: Motofutura

The idea of the Ford Bronco came from Ford product manager Donald N. Frey and engineer Paul G. Axelrad. The Bronco was designed to rival the likes of the Jeep CJ-5, International Harvester Scout, and Toyota Land Cruiser. While it has evolved more into a compact SUV in terms of size today, Ford’s marketing of the early models provides a pioneering example of positioning a civilian off-roader as a “Sports Utility,” particularly exemplified by the two-door pickup version.

orange classic bronco
Source: Motofutura

The Ford Bronco initially had strong sales. However, the introduction of the Chevrolet Blazer, Jeep Cherokee, and International Scout II between 1969 and 1974, the Bronco faced a shift in demand. Soon, the market trend leaned towards SUVs offering enhanced on-road capabilities, causing a subsequent decline in demand for the Bronco.

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