Why Ford really needs the Bronco

Ford Australia has a popularity problem. 

By that I mean, the Ranger is so popular it is Australia’s best-selling new vehicle any given month, but at a time when the government is looking to crack down on emissions. The New Vehicle Efficiency Standards (NVES) have been designed to motivate both car makers and customers alike to choose a new vehicle with lower emissions.

This is part of the reason why Ford has invested so much time and effort into adding the Ranger plug-in hybrid to its range. But, unfortunately for Ford Australia, buyers so far seem pretty happy to stick with good old fashioned turbo-diesel power. 

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So, as we look at the missing pieces across several of Australia’s leading car brands, there is a very obvious gap in the Ford line-up - a small or mid-size SUV powered by either a plug-in hybrid or all-electric powertrain to help offset all those diesel Ranger emissions under NVES.

Under the Federal Government’s policy it will penalise car makers for not getting their vehicles below a mandated CO2 emissions target. The good news is a car maker can effectively offset those vehicles over the limit by claiming ‘credits’ for its vehicles that are below the threshold. Obviously electric cars are rated with zero CO2 emissions, so enjoy the most credits.

So, what Ford would likely love is for a more popular SUV, that could help both with NVES but also grow sales. Ford simply gave up on the SUV market, dropping the Escape, despite it being the biggest single segment of the market. It also dropped the Puma and Endura, leaving the Everest to fight on alone.

It’s believed Ford will add the Chinese-built Bronco sometime in the not-too-distant future, and the range-extender mid-size SUV could be just what the brand needs at this moment in time. It’s powered by a 110kW 1.5-litre turbo petrol engine and electric motor, which is powered by a BYD battery to provide over 200km of range.

What’s more, it’s a Bronco. The Escape was a perfectly fine mid-size SUV, but it was very easy to overlook in a crowded and highly competitive market, which is not something you can say about the Bronco.

This is arguably Ford’s best chance of reestablishing itself into the mid-size SUV market. Hopefully being built in China allows it to be price competitive and Ford Australia can stop being so reliant on the Ranger for its success.