This Baby Ford Bronco Is How Ford Will Battle Jeep

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Ford just announced that it will build a new small off-road vehicle in addition to the Ford Bronco, in an attempt for The Blue Oval to “reclaim [its] rightful place as the off-road vehicle leader.” Yes, the off-road wars have begun.

That quote above comes from Ford’s president Jim Farley, who says that Ford helped start the whole off-road thing, and now the company plans to jump head-first back into it with two new models. Ford made the announcement in a press release, saying:

Ford also plans to drive growth with two all-new off-road models: the new Bronco and a yet-to-be-named off-road small utility – both designed to win a growing number of people who love getting away and spending time outdoors with their families and friends.


That press release includes the teaser image above with the caption “Yet-to-be-named off-road small utility.” How “off-road” will this vehicle be? Will it have solid axles like a Wrangler, or will it be softer like a Renegade? Right now, we don’t know.

But what we do know is that Ford is clearly full steam ahead in a quest to steal Jeep sales. And that’s damn exciting.