Reese’s Peanut Butter Cups advertise themselves as “two great tastes that taste great together.” After rumors flying basically since the Bronco itself was confirmed, Ford has officially confirmed that the Bronco will be getting the Raptor treatment next year. Jalopnik and The Drive have more.
It makes sense. Ford has sold countless examples of the more road-oriented Bronco Sport based on the off-road panache of the actual Bronco. No doubt some consumers actually believe they’re buying the Bronco even though the Sport fits their needs much better. Now, Ford can double down on the Bronco’s off-road prowess by building an even more capable version and slapping the Raptor label on it. The F-150 Raptor is an excellent off-road vehicle, and I have no doubt that the Bronco version will be as well. I’m sure the Bronco Raptor will help sell even more Bronco Sports.
I’m not calling out Ford by saying this, or even criticizing them. I have no doubt that the Bronco Raptor will be every bit as good an off-road vehicle as the F-150 Raptor, and the perfect halo car (truck?) for the Bronco brand. It’s good business, and excellent marketing. Who can blame them?