Shortly after Ford took the sheets off of the Bronco and Bronco Sport, rumors started to swirl about a possible Bronco-based pickup truck. While they were just rumors, it sounds like Ford was actually thinking about making the model. Unfortunately, there's some bad news. Automotive News reports that two unnamed sources have stated that Ford has scrapped plans to build the pickup. Sorry if you got your hopes up.
The pickup truck was never official, but seemed highly possible since Jeep did something similar with the Gladiator. The outlet claims that the truck was supposed to come out in 2024, but Ford recently informed its suppliers that the truck was off the table.
The unnamed sources didn’t provide Auto News with a reason for the decision to cancel the project. If you ask us, we think another pickup truck would’ve created too much competition in Ford’s lineup. The automaker sells the Maverick, Ranger, F-150, F-250, and F-350 pickup trucks.
The Bronco-based pickup truck was supposed to sit between the Maverick and the F-150, but would’ve probably taken sales away from the midsize Ranger. Taking on the Gladiator probably wasn’t a large enough incentive to throw the Ranger out to fend for itself, especially since an all-new Ranger is rumored to be on the horizon.
Additionally, another non-electrified vehicle doesn't jive with Ford’s goal to have 40% of its global sales come from electrified vehicles by 2030. That goal may still be nine years away, but Ford has to start working toward that goal. Case in point, the two most recent pickup trucks Ford has come out with include the hybrid Maverick and all-electric F-150 Lightning. These models will not only help Ford reach its goals, but they’ll also help bring new customers to Ford.
While a pickup truck that’s based on the Bronco probably isn’t in the cards anymore, the Bronco lineup is expected to grow. We expect Ford to come out with a hybrid powertrain, as well as a high-performance Raptor version.
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