Ford Begins Rolling Broncos Off The Production Line After 25 Years

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Pre-production versions of the all-new 2021 Bronco family of all-4x4 rugged SUVs, shown here, include (left) Bronco two-door in Cyber Orange Metallic Tri-Coat, Bronco four-door in Shadow Black and Bronco Sport in Rapid Red Metallic Tinted Clearcoat.

Ford (F) has announced that the new 2021 Bronco 4x4 SUV has begun production at its Michigan Assembly Plant, where the original model rolled off the line in 1965.

More than 125,000 orders for the 4x4 SUV have been placed with a total of more than 190,000 reservations made in the U.S. and Canada to date, Ford said.

Ford resurrected the Bronco after a 25-year hiatus and has spent $750 million in upgrades to produce the SUV at the Michigan plant, adding 2,700 jobs in the process.

Ford ended production of the Ford Bronco in June 1996 after making more than 1.1 million units of the SUV at what was then known as the Michigan Truck Plant.

Now the Michigan Assembly Plant will bring the Bronco back to life in its sixth generation of the model, which are now on their way to dealers nationwide, the automaker said.

“We know the fans have been waiting for the Bronco – and we’re so excited to bring it back,” Suzy Deering, Ford’s chief marketing officer, said in a statement. “And this Bronco is better than ever.

"We’re staying authentic to Bronco’s goes-over-any-terrain heritage and have leveraged the brand’s Built Wild innovative design, durability and advanced off-road capability to get the most out of every adventure in the wild.”

The Bronco is offered in both a two-door and four-door configuration with a range of variations and accessories available. Starting price of the vehicle is $29,995.

Ford also launched a Bronco Sport model at the end of 2020 – a smaller version of the full-sized Bronco that is produced in Mexico. It has a starting price of about $28,000.

Shares of Ford were trading at $14.97 as of 9:38 a.m. EDT on Tuesday, up 10 cents, or 0.64%.


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Photo: Ford Motor Company

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