Ahead of the next week's much-anticipated reveal of the all-new Bronco SUV, Ford on Monday announced that the nameplate would return not just as a vehicle, but as an entire brand.
Ford is calling it a Bronco family, under the tagline "Built Wild." The lineup, which had been widely speculated upon, had been slated for a launch at the 2020 Detroit auto show in June, an event that was canceled due to the coronavirus pandemic.
"Rugged vehicles are in our heritage and we see strong growth opportunities with this ever-more popular segment," Kumar Galhotra, Ford's President for the Americas and international markets, said in a statement. "The Bronco brand meets that need by creating a family of truly capable off-roaders to take our customers further into the wild."
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