Ford initially said that it wouldn’t sell the Bronco in Europe, but now it seems that it might have changed its mind.
Asked by Auto Express, Ford CEO Farley said “Absolutely, it works. I see all these Defenders around – absolutely. I think it would work fine here,” adding that he’s “just waiting for these guys [Ford of Europe] to make up their mind.”
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Questions about whether or not Ford would sell the Bronco in Europe date back to before the SUV had actually launched. In 2019, Ford filed a trademark application with the European Union Intellectual Property Office for the name Bronco.
In August 2020, though, Ford said that “the Bronco has been completely developed for the North American market” and that there were no plans to sell it in Europe.
This latest endorsement from Farley, however, would seem to suggest that the matter is less settled than it might have appeared at that time. In any case, Ford has to focus on getting Broncos to North American buyers before it can think of Europeans.
Ford is struggling to deliver the vehicle due to a production flaw in the Bronco’s hardtop roof and is asking for patience from customers who ordered the SUV but have yet to receive it. A side effect is that, with demand far outstripping supply, new Broncos end up selling at auction for spectacular premiums while Ford is trying to get production back on track.
