Ford CEO Jim Farley has strongly indicated that the iconic Bronco name will expand beyond North America, with a new SUV planned for the European market in 2027. This move signals Ford’s global ambitions for the rugged off-roader, positioning it as a key model in its international lineup.
The Bronco’s Global Expansion
The forthcoming SUV, slated for production in Valencia, Spain, alongside the Kuga, will serve as an indirect successor to the discontinued Focus after 27 years. This expansion builds upon the Bronco’s successful revival in the US market, where it has become a popular alternative to the Jeep Wrangler.
Since its return in 2021 after a 25-year hiatus, the Bronco has diversified into the more road-focused Bronco Sport and even a China-specific version offering electric or range-extender powertrains. The expansion into Europe suggests Ford sees the Bronco brand as a valuable asset for international growth.
European Model Details
Ford’s European Bronco will likely share the C2 platform with the Kuga, offering plug-in hybrid options to align with the region’s continued demand for combustion engines despite slower EV adoption. Currently, there are no plans for a fully electric version in Europe.
The SUV will feature a distinctive design inspired by Ford’s US lineup, particularly the Bronco 4×4, setting it apart from the Kuga while maintaining a familiar brand identity. This suggests Ford is prioritizing a robust, adventurous aesthetic that resonates with the Bronco’s core image.
Strategic Shift Under New Leadership
The launch falls under the leadership of Jim Baumbick, Ford’s recently appointed Europe boss. The company’s stated goal is to focus on “products relevant for European customers and drive faster, more efficient execution.” The Bronco’s expansion is a clear example of this strategy in action.
Farley also hinted at “exciting powertrains” for the Bronco lineup globally, though the China-specific New Energy model will remain exclusive to that market for now. This suggests Ford is testing various powertrain options to cater to different regional preferences.
The Bronco’s expansion into Europe marks a significant step in Ford’s global strategy, leveraging a successful brand to fill a gap in the European SUV market. The move underscores the company’s commitment to adapting its lineup to meet regional demands while maintaining a strong brand identity.
