While a compact model that would go up against Toyota's Yaris, Honda's new Fit and others in the subcompact category,
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| Like the new Mustang, the iconic Bronco is a no-brainer that should result in significant sales plus a much needed brand booster. (Photo: Ford Motor Company of Canada) |
Dodge has given the Hornet some SUV styling details, much like it has with the Caliber, and before that the Magnum. This theme is working well for Dodge, as up until recently it has been best know for its light truck lineup. But as innovative as the Hornet initially seems, it isn't exactly ground-breaking. In fact, Ford was building a small, quirky, and useful SUV decades ago; it was called the Bronco.
Of course, a new Bronco wouldn't exactly target potential Hornet buyers, but rather aim in on those who might otherwise opt for Dodge's new Nitro SUV, one of Jeep's models, or any number of off-road capable compact 4x4s such as Toyota's flashy new FJ Cruiser.
Although
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| Ford's Bronco concept, unvieled in 2004, could be released as a production model in 2009. (Photo: Ford Motor Company of Canada) |
being canned a while back, Ford resuscitated the Bronco nameplate with the Bronco concept in 2004 at the North American International Auto Show. Using the same shape as the original Bronco, the 2004 concept, in retrospect, bears a lot of the same design cues as Dodge's Hornet. So, why revisit the Bronco concept two years later? Because John Wolkonowicz, a former product planner for Ford, announced to the Chicago Tribune that Ford has been developing the concept for a surprise launch in 2009. Code named BV410, Wolkonowicz says it will be competing most directly with the Jeep Wrangler, and should come in at under $20,000 USD; a capable off-roader as well as a commuter-friendly runabout. Also, Wolkonowicz reported another project in the works called BV409. It is described as
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Ford's ultra-sleek Reflex may be the new hatchback rumoured to debut in '09 alongside the Bronco. (Photo: Ford Motor Company of Canada)
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an aggressively-styled hatchback, and could be the production version of the popular Ford Reflex concept.
Ford would do well to produce either model, or both, but the Bronco, in today's ever-growing compact SUV market, might make the most sense if it came down to choosing one over the other. Not only does it target a much larger and more lucrative market than the shrinking personal coupe segment, but it reinvents an automotive icon, much like has been done with the classically proportioned new Mustang. And we all know how well the latest pony car went over. The Bronco would be a surefire hit.
