The retro-infused one Ford Bronco The off-road SUV could finally be making its way down under as the Blue Oval brand doubles down on its ambition to become the “Porsche of off-road”.
Visiting Ford boss Jim Farley told the story Daily Sparkz that the Bronco was being seriously considered to complement the US carmaker’s Australian offering and strengthen the brand’s position as a leading off-road player.
“If we want to be the Porsche off-road, you have to sell the 911,” Mr. Farley said, calling the iconic Bronco “uncompromisingly American” and a car that defines the brand just as the 911 is quintessential Porsche.
“Porsche wouldn’t sell all the Macans and Cayennes (which they do) if they didn’t have the 911 and win Le Mans,” he said.
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While arch-rival Toyota sells twice as many vehicles as Ford in Australia, Ford has the best-selling small car (Ranger) and large SUV (Everest), a position the company is clearly looking to capitalize on.
And Mr. Farley says the Bronco could be coming to local dealers.
“Should we really introduce the Bronco line here?” Mr Farley told us in an exclusive interview in Australia this week.
When asked if he was seriously considering developing the left-hand drive Bronco for Australia, he replied again: “Yes, absolutely.”
For clarity, the vehicle under consideration is the “real” Bronco, not the smaller Escape-based Bronco sport crossover sold in some markets or the electric powertrain Bronco Base Camp sold in China.
The current-generation Bronco was launched in the US in 2021 as a direct competitor to the Jeep Wrangler, reviving the famous nameplate after a 25-year hiatus.
With strong retro influences from the original 1960s Bronco and removable roof panels and doors, it has become one of the most distinctive vehicles in Ford’s global portfolio.
It is also based on well-known fundamentals.
The Bronco is based on Ford’s T6 ladder frame architecture, the same platform that underpins the Ranger Ute and Everest SUV – vehicles developed by Ford’s Melbourne-based product development team.
This means that the basic structure of the vehicle is already compatible with right-hand drive technology. However, the Bronco itself has so far only been produced as a left-hand drive vehicle.
Launch in markets such as Australia would therefore require a dedicated right-hand drive program, which is likely to be supported by other RHD markets.
Despite the technical and regulatory challenges, Mr. Farley noted that the Bronco plays a central role in Ford’s broader brand strategy. For him, the Bronco is one of Ford’s two most iconic enthusiast brands.
“Right there, we have two horses: We have the Mustang and we have the Bronco,” he said. “They were approved at the same meeting with Lee Iacocca in 1962.”
Should the Bronco be approved for release in Australia, it would likely be offered in multiple variants.
Entry-level variants would compete with the Jeep Wrangler, which is currently sold locally in small numbers.
However, given the Ranger Raptor’s success in Australia, the more extreme Bronco Raptor – which features extensive suspension upgrades, a wider track and a powerful twin-turbo petrol V6 – would almost certainly be part of the model range.
But the model would also pose some challenges for Ford in terms of Australia’s strict New Vehicle Efficiency Standard (NVES), which limits fleet-wide CO2 emissions.
Mr. Farley said enthusiast products like the Bronco still remain important to the brand.
“There is no off-road Porsche here in Australia,” he said, adding that the Ranger Raptor, Everest Tremor and possibly the Bronco would be part of a broader portfolio aimed at keen buyers.
“Ranger and Raptor have done a great job, but we can do so much more,” said Mr Farley, who confirmed the decision on whether the Bronco comes to Australia will be made within days.
“This trip is about making decisions,” he said, confirming the decision would be made by his departure from Australia this weekend.
Mr Farley is in Australia this week with Ford’s vice president of advanced product development, Sam Basile, and chief operating officer Kumar Galhotra as the company completes the next phase of its product investment plan.
“We’re committing $9 billion to $10 billion in spending this year,” Mr. Farley said. “That’s my bet as CEO on what I’m going to spend this money on.”
Mr. Farley declined to elaborate on how quickly the Bronco might get here and what technical hurdles remain.
“I won’t go into that,” he said. “I think I’ve given you enough to think about.”
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