Ford plans Bronco reveal in March; dealers learn details



February 16, 2020



LAS VEGAS — The wait for the Bronco is nearly over.



Ford Motor Co. plans to unveil the highly anticipated off-road SUV next month, dealers were told at the brand's annual make meeting at the NADA Show here. The reveal of a smaller off-road crossover, called the Bronco Sport, will follow in April, likely at the New York auto show.



Executives told retailers Sunday that they expect sales of the Bronco family of vehicles — which will initially include two-door and four-door versions of the Bronco as well as the Bronco Sport — will hit at least 200,000 in 2021 as they push for volume to challenge Jeep.



The Bronco Sport will go on sale late this year , while the Bronco won't be available until early 2021.



In addition to the vehicles, Ford is planning an aggressive rollout of hundreds of accessories to help boost profitability. The automaker has made changes to its accessories business following the launch of the Ranger midsize pickup in 2019 to ensure parts will be available at launch , dealers were told.



Anticipation for the Bronco has been building since Ford confirmed the rugged utility's return at the 2017 Detroit auto show. Dealers have said the Bronco could be among Ford's most important launches, even in a year that includes a redesigned F-150 and introduction of the Mustang Mach-E.



"As dealers, we're big optimists," John Crane, Ford's national dealer council chairman and owner of Golf Mill Ford in Niles, Ill., told Automotive News. "We need to know the product is coming.



"Now that everyone knows the Bronco is coming, we know that's going to transform our business. For a lot of dealers, just hearing this isn't a one-vehicle play, it's a family of vehicles, people are walking out of here very positive."



Ford told dealers they would not need to sign up for specific facility requirements to sell the Bronco; it would be available to every retailer at launch. The vehicle is designed to be customizable, with a removable hard top and removable doors that can be stored in the vehicle's cargo area , and dealers are banking on additional revenue from accessories, similar to Jeep.



Positive meeting



Multiple dealers who attended the meeting characterized it as positive. A question-and-answer session included queries about how Ford planned to tackle affordability after cutting lower-priced sedans as well as leasing opportunities in certain markets.



Executives there included North America President Kumar Galhotra; Ford Credit CEO Marion Harris; Mark LaNeve, vice president of U.S. marketing, sales and service; and Lincoln President Joy Falotico. Officials played a recorded video message from Ford CEO Jim Hackett discussing the automaker's transformation and aggressive product rollout.



Ford dealers enjoyed their fourth-best year of profitability, behind new product and a revamped floorplan assistance program, LaNeve said, and they expect higher margins in 2020.



High-margin growth



Officials celebrated Ford's growth in high-margin businesses, touting a 50 percent commercial van market share as well as a 30 percent market share for the Expedition, up from 15 percent the previous year.



Ford last year also rolled out its FordPass Rewards system, which allows users to earn points that can be redeemed for service work at dealerships around the country. Crane said Sunday that, to date, 3.5 million people have accumulated FordPass Rewards points.



"We're at a special moment right now," Crane said. "We have some great leadership, some great support. Everybody's on the same page right now."