Ford continues to unearth the remains of old models

Ford follows the current trend of automakers: resurrecting forgotten models by modernizing them.

After the Capri, Ford is tackling another sacred ghost from its history: the Bronco. This time, the operation is not limited to a simple nostalgic nod. It is a genuine product offensive, conceived as a lever for reclaiming its market, particularly in Europe.

Born in 1966, the original Bronco was the quintessential anti-SUV. Short and stocky, designed for off-road use, it built its legend in the dust of American trails before disappearing in the 1990s. A hard-core adventurer, in stark contrast to the sanitized crossovers that have flooded the market since.

An electrified return

Today, the Bronco returns in a deeply modernized and hybrid form. The resurrected version promises a deliberately brutalist design: vertical front, pronounced wide fenders, aggressive lighting signature. But above all, it adopts a clear technological strategy: sophisticated all-wheel drive, lockable differential, dedicated off-road driving modes, while incorporating current standards of comfort and connectivity. The message is clear: Ford does not want to just play the style card, but to offer a true characterful 4×4.

The European strategy is particularly revealing. Unlike in the United States, where the Bronco is a volume product, Ford positions it in Europe as a flagship model. Imported in limited quantities and highly customized, it targets a clientele of enthusiasts, weary of formulaic urban SUVs. The goal is not to generate high sales figures, but to restore an adventurous aura to the brand.

This policy is part of a broader movement. After cutting part of its traditional ranges in Europe, Ford seeks to recreate a strong storytelling. Resurrecting its legends becomes a marketing weapon.

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• 06/12/2025 17:02

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Ford no longer creates myths; it awakens them. It remains to be seen whether these automotive zombies can appeal beyond nostalgia.

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