Ford Motor Co. is not just introducing the Bronco and Bronco Sport next week; it's launching a vehicle line that could grow to include more off-road nameplates.
The automaker on Monday confirmed Bronco would be a subbrand, using the "Built Wild" tagline. Executives as far back as early 2019 had been telling dealers its off-road offerings would be a "family" of vehicles. That brand will include two-door and four-door versions of the Bronco SUV, as well as the smaller Bronco Sport crossover, a name Ford confirmed Monday after previously referring to it as a small, rugged off-road utility.
There's room to expand the Bronco line beyond those models, officials say.
"We'll start with the three models that we have," Mark Grueber, Ford's U.S. consumer marketing manager, said on a call with media. "We will continue to look to where there's customers we could satisfy with Bronco and how to continue to expand the brand in the future."
A new video from Wieden+Kennedy New York plugs the new “Built Wild” brand positioning.