Someone recently joked that architects in the Old West could’ve solved many issues that became deadly problems simply by making towns a little bigger.
The joke plays on the old saying from Western movies, “This town isn’t big enough for both of us.”
But when it comes to small, versatile, mud-loving vehicles, the old saying might be true.
Ford is reintroducing the much-loved Bronco for 2021, using a retro body style that recalls the nameplate of the late 1960s and early 1970s, and clearly looking to take some market share from Jeep.
Ford reportedly received so many orders for the Bronco that the web traffic crashed the company’s site and sold out the first 3,500 units within hours. So Ford agreed to produce another 3,500 units, which are already spoken for as well.
While 7,000 units sold, or at least reserved, might not strike fear into the hearts of management at Fiat/Chrysler, which sold 240,000 Jeeps in 2018, it should give management at FCA pause. Jeep sales trended lower in 2019 to 228,000, and sit at about 100,000 so far during this pandemic year. With the new Bronco announced, possible Jeep buyers might consider holding off on their purchase to see if they can score the new competitor.
Let’s hope it doesn’t end up in a gunfight.