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A lot has changed in the automotive world in the six decades since the first generation Bronco was introduced, but the time-tested mantra, "Win on Sunday-Sell on Monday" mantra is just relevant as ever. 

Yes, the Bronco has returned  -- and in amazingly historically correct form -- and car buyers are going crazy over it. But for dedicated off-roaders -- precisely the ones Ford wants to steal from Jeep -- racing success is the confirmation they wish to see. That's why racing has been a big part of the Bronco's presence so far, will continue to be in the future, and further investment in racing programs will reward it with even more popularity.

The demand for the new Bronco has vastly exceeded even Ford's expectations and they've been flooded with orders. With this demand leading to unusually long wait times, we may not only start to see hefty dealership markups on the Bronco, but also find that those individuals lucky enough to have already had their orders processed will turn around and sell those rights for big profits. We've got evidence that this trend may already be in progress. 

Ford has proven its ability and willingness to embrace change in order to keep up with the ever-evolving automotive landscape, even when their moves seemed to run contrary to conventional wisdom. Its EcoBoost turbocharged engine and use of a hallowed nameplate -- the venerable Mustang -- on a thoroughly dissimilar, all electric vehicles are examples of this boldness.  Now, the next step will likely be to introduce and recategorize more sub-brands, including the Bronco, that are designed to appeal to specific market niches and buyer types. Let's take a look at what may be on Ford's horizon. 

With the Ford Bronco proving to be both a resounding success and a gamechanger in its segment, Ford is now faced with a new challenge --  how to capture the model's full potential and uniqueness while emphasizing to potential buyers that this new 4x4 isn't just another Ford SUV. It's a Bronco. At the suggestion of its dealers, Ford will take a rarely used but potentially very effective approach to differentiate the Bronco from the rest of the lineup. Here's more about it. 

 

 

If you're planning on being a future Bronco owner, you'll probably want to get your vehicle as soon as possible. One way to achieve that would have been to bid on the 2021 Bronco First Edition, which was recently sold at the Barrett-Jackson auction for a staggering $1.1 million. The other way would be to get the chance to order your Bronco via Ford's recently introduced priority order system. Here's a little about it. 

For decades, the world-known Easter Safari event held in Moab, Utah, has  been Jeep’s playground. The FCA’s off-road brand used it to showcase new models, introduce concepts and show off its vehicles' all-terrain capabilities. However, in 2021, Ford decided to barge in and steal the show with several interesting Bronco concepts, that are designed not only to showcase the brand new Wrangler fighter but also to present the enormous customization potential of Ford's newest SUVs.

 

It's always hard to talk about car design in purely objective terms, since it's a vehicle's only feature that can't be precisely measured, explained, or categorized. As always, "beauty is in the eye of the beholder," and even some ugly cars have a dedicated following of fans that think they're gorgeous. However, even while avoiding discussing matters of taste, we can still examine a design based on its practicality, features, overall look, and its effect on car buyers. The 2021 Bronco and Bronco Sport are perfect objects to explore, since their designs are far more complex than they look. 

Ford paid attention to what the off-roading community was saying -- that there are still a lot of people who want that extra bit of control and driving feel that only a manual transmission can provide. That's why Ford’s engineers created that cool, 7-speed gearbox and put it in the new Bronco.

The 2021 Ford Bronco isn't the only true off-road vehicle currently being offered -- there are several other quite competent vehicles also on the market, fighting for the same cause and the same buyers. We've already told you all about Bronco`s range and tech, so this time we'll take a closer look as to how it stacks up against its main rivals.