The Ford Bronco Sport is Handicapped by Its Title

Driving the new 2021 Ford Bronco Sport is an training in conveying what it is and, similarly crucial, what it just isn’t. The new Bronco Sport is many things—off-street-capable, wonderful to travel, and nicely designed—but what it just isn’t is the Ford Bronco. I couldn’t drive everywhere in the Bronco Sport with no hearing one particular of the next responses:

“Oh. Which is the new Ford Bronco? It really is smaller than I anticipated.”

“Bronco Sport? Like a Raptor?”

“Just isn’t that supposed to be a convertible?”

The general public are not the only men and women confused. Mainstream press—and even the occasional automotive media outlet—have at periods mistaken the Bronco Activity for the “large” Bronco, employing the former’s photographs or specs to symbolize the latter. If the persons who are compensated to know these factors get it erroneous on celebration, how can the public be predicted to keep items straight?

I really don’t fault Ford for adapting the Bronco name to a family of vehicles—in fact, it’s a good business move—but in deciding upon the Bronco Sport name and launching the Bronco Activity very first, Ford has set alone up for this headache.

What is actually in a Name?

Ford would seem to have identified this. Back in 2019 when we 1st begun reporting about the infant Bronco, the Blue Oval was bandying about two names: Bronco Scout and Bronco Adventurer. Of the two, Ford appeared to have seriously taken to the Bronco Scout title, even heading so significantly as to file for trademark apps for both “Bronco Scout” and “Scout” for “land motor autos.” Which is likely where Ford ran into difficulty. The Bronco-rivaling Worldwide Harvester Scout is extended absent, but its corporate legacy life on as element of Navistar Intercontinental, which still owns the identify for “land autos about 2,400 pounds,” which include “pickup trucks and sport utility cars.” (As an apart, Navistar Global is by itself partly owned by Traton SE, the Volkswagen Group’s truck and bus arm.)

With Bronco Scout off the desk, Ford appears to have gotten cold ft on the title Bronco Adventurer, and rather of bringing again another identify from its past (like Bronco II) or considering up a new one, it relatively lazily adopted the title Bronco Sport for the toddler Bronco, thus ensuring the confusion of legions of prospects.

The Broncos’ Odd Cadence

The new Bronco is to be created at the automaker’s Michigan Assembly Plant together with the Ford Ranger. Whilst the Bronco and Ranger will at some point share a system, the present-day Ranger rides on a special platform as significantly as Ford’s North American functions are involved. That implies that to build the Bronco, Ford had to resource up the Michigan Assembly Plant from scratch, which will take time.

Created at the firm’s Hermosillo Stamping and Assembly Plant in Mexico, the Bronco Sport was normally intended to hit the streets initially. Its C2 platform architecture is shared with the Ford Escape, which went into creation in Hermosillo back in 2019. That will make the addition of a relevant model line relatively straightforward, but even so, Ford product or service planners possible did not anticipate a 50 percent calendar year separating the on-sale dates for the infant and big Broncos.

What Does This All Necessarily mean?

We arrived at out to Ford for comment on the Bronco Sport’s identify and how it strategies to beat general public confusion over the two Broncos, but we have still to listen to again.

Irrespective of typical confusion surrounding the Bronco Sport’s situation in the marketplace, finally, we suspect this will be a moot position. Couple of these days confuse a Discovery Activity for a Discovery. As soon as the Bronco ultimately goes on sale and starts off getting commonplace on streets across the nation, we hope most Bronco Activity/Bronco confusion will swiftly dissipate. In the meantime, however, Bronco Sport homeowners and Ford dealers should to be organized for tons of conversations that get started with, “Very well, essentially …”