Ford’s silence is starting to break as the company’s North American president, Kumar Galhotra, has provided a few hints about the highly anticipated SUV.
Speaking to Automotive News, around the 8:40 mark, Galhotra describes the Bronco as a brand asset that has a lot of name recognition. He goes on to say whatever model wears the nameplate needs to live up to expectations associated with the moniker. In essence, Ford doesn’t want to pull a Chevy and revive a classic name – like Blazer – only to slap it on a crossover and call it a day.
Galhotra went on to say the Bronco name implies a certain styling and noted designers had to determine which classic styling cues made the Bronco, a Bronco. He added their designers have plenty of experience with this as the company’s latest Mustang is still recognizable as a Mustang even after 55 years.
The Bronco name also means the model will have a certain kind of capability and Galhotra says the automaker has to “deliver on that.” He didn’t go into specifics, but the executive is likely taking about off-road performance.
Unsurprisingly, Ford has been conducting a lot of research on the Bronco and Galhotra said they’re listening to both Bronco enthusiasts as well as younger consumers who have never driven a Bronco before. Speaking of the latter, he said older Broncos are one of most popular vehicles with millennials.
Galhotra went on to describe the 2020 Bronco as “one of the most exciting products” going on right now. The executive also said he has seen the finished design and it “puts on a smile on my face.”