Photo: Ford
Trash talking is as old as humankind, and the automotive industry is full of it. On this occasion, a high-ranking official of the Ford Motor Company fired a shot at Jeep. To the point, Jim Farley is calling the all-new Bronco “much superior” than the Wrangler even though the Blue Oval has yet to unveil the mid-size SUV.
That’s bold, alright, but does the COO make sense? Speaking at the 2020 Global Auto Industry Conference earlier this week, Jim Farley made a fair point. “We’re already the #1 cross-shopped brand with Jeep, and Bronco is an iconic and beloved franchise.” Notice the lack of “the” and the use of “franchise” instead of SUV.
When you think about it, the role of a chief operating officer is to run the company alongside the CEO and chairman. Among its responsibilities, the COO has to ensure that a new product gets the hype it (or doesn’t) deserve. The Bronco, however, has proven itself as a true alternative to the Wrangler through leaks.
Not only does it feature more torque from the 2.3-liter EcoBoost compared to the 2.0-liter Hurricane and 3.6-liter Pentastar, but the Bronco also boasts a seven-speed manual transmission with a crawler gear for ultimate off-road capability. Independent suspension and a disconnecting sway bar up front, Bilstein shocks, two lockers, and Freedom Top-inspired removable roof panels are also confirmed.
Even more importantly, the Bronco will cater to off-roading enthusiasts and SUV buyers thanks to two- and four-door configurations. Just like the JL and JLU versions of the Wrangler, of course! Trick suspension modes may be in the offing as well, and chances are we’ll be treated to a twin-turbo V6 powerplant too.
Be it the 2.7- or 3.0-liter EcoBoost from the Edge ST, F-150, and Lincoln Aviator, there is no denying that Ford has a good excuse to roll out the Bronco Raptor with either engine. Still, a question must be posed.
Does Jeep need to worry about the Blue Menace? With such a loyal following and such a legendary reputation, the Wrangler is pretty much its own thing regardless of how many competitors you throw at it. Ford's alternative will only force Jeep to speed up the facelifts and updates, including the roll-out of the plug-in hybrid Wrangler 4xe as well as an all-electric option.
When you think about it, the role of a chief operating officer is to run the company alongside the CEO and chairman. Among its responsibilities, the COO has to ensure that a new product gets the hype it (or doesn’t) deserve. The Bronco, however, has proven itself as a true alternative to the Wrangler through leaks.
Not only does it feature more torque from the 2.3-liter EcoBoost compared to the 2.0-liter Hurricane and 3.6-liter Pentastar, but the Bronco also boasts a seven-speed manual transmission with a crawler gear for ultimate off-road capability. Independent suspension and a disconnecting sway bar up front, Bilstein shocks, two lockers, and Freedom Top-inspired removable roof panels are also confirmed.
Even more importantly, the Bronco will cater to off-roading enthusiasts and SUV buyers thanks to two- and four-door configurations. Just like the JL and JLU versions of the Wrangler, of course! Trick suspension modes may be in the offing as well, and chances are we’ll be treated to a twin-turbo V6 powerplant too.
Be it the 2.7- or 3.0-liter EcoBoost from the Edge ST, F-150, and Lincoln Aviator, there is no denying that Ford has a good excuse to roll out the Bronco Raptor with either engine. Still, a question must be posed.
Does Jeep need to worry about the Blue Menace? With such a loyal following and such a legendary reputation, the Wrangler is pretty much its own thing regardless of how many competitors you throw at it. Ford's alternative will only force Jeep to speed up the facelifts and updates, including the roll-out of the plug-in hybrid Wrangler 4xe as well as an all-electric option.
Ford COO @jimfarley98 says the Bronco is “a much superior product” than @Jeep Wrangler https://t.co/arRjWY38yB
— Michael Wayland (@MikeWayland) June 10, 2020
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