Ford expects relaunch of iconic Bronco SUV line to stoke U.S. sales, profits, executive says


Ford released a teaser image of its new “family” of Bronco SUVs on July 6, 2020 — a week ahead of when the vehicle’s are expected to debut.


Ford Motor expects the relaunch of its iconic Bronco SUV to boost both U.S. sales and profits, building off its cult following to attract new off-road buyers from the likes of Fiat Chrysler’s Jeep brand.

Ford is debuting its new “family” of vehicles, which will include two- and four-door Bronco SUVs as well as a smaller Bronco Sport SUV, on Monday. There’s a lot of buzz around Ford’s resurrection of the Bronco, a two-door SUV that developed a strong fan base after it was discontinued in 1996.

“Combined there will be very substantial volume for the…


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