What took them so long?

Today's story starts way back in the Second World War, when the go anywhere, do anything Jeep became the US army's pack horse. Thinking that a rugged little vehicle like this might have civilian uses after the war, Willys started advertising it to farmers, construction companies, service stations and anyone else who could use a cheap and utilitarian, but oh so practical vehicle in their business. Somewhere along the line and this took a few years, the Jeep became a lifestyle vehicle and in some cases a status symbol. Name recognition is now up there with brands like Coca-Cola.

Jeep now sells hundreds of thousands of vehicles in many different models and sizes, but the one that carries this brand's reputation for toughness on its back, is the good old Wrangler, now available as a two door, a four door and the relatively new pick-up. Add a few options and a price tag of over $70k is not a rarity.

Big money maker for Fiat-Chrysler Group who own the brand. The big question? What is the competition? Where is the competition? The answer, none and no where. Until now.

Way back in the '60's Ford thought a model similar to the Jeep might have a chance......

Just like the Jeep, the little Bronco (Ford loved horse names......Mustang, Pinto, Bronco) had the variety of packages to give the up and coming Jeep a bit of a run. But this is Detroit, so what started as a Jeep-like competitor followed another of the Big Three and made the little Bronco, the BIG Bronco......

Big enough to accommodate some hefty ex NFL stars running from the law back in the 1990's. Then what had become a large, but small niche vehicle was dropped. 

Since that time, the good ol' Jeep was cranking right along, adding models and cache' until it could no longer be ignored. Rumours started that Ford might possibly bring back an original size Bronco to take on the runaway success of the Jeep. Now recently announced and quickly filling the order banks is the new for 2021 Bronco........

And like Jeep, Ford is not shy about covering every area of this market exactly like its main competitor has done. One exception, no pick-up, but again rumours say wait and see.

Want your neighbours to think you go serious off roading or are simply looking for an accomplished ride for around town, the new Bronco covers all bases. Price? Well, you saw the Jeep numbers, so what do you think?

Then there's that nagging question......what took Ford so long? What about GM? Like Tesla, like Toyota's Prius, the first to market will always have the edge, but Ford looks like it's loaded the Bronco with all the right stuff. What do I think? I believe it will make a dent in the Jeep's sales, but a Jeep is a Jeep, not a Bronco. Will it sell well? The early orders look like a sure winner. Those Ford fans who would never buy a Jeep are ready and waiting.

But once again, what took them so long?

Until next time........