By Brian Denton, July 4, 2022
We here at DCBHQ don’t like the Ford brand or cars for a number of reasons. The company is given an easy ride by the motoring media. To that end, there is no motoring media it no longer exists because playing ball with the likes of Ford is more important than actually criticizing Ford’s indulgence to make crappy cars. But when Ford actually puts in the effort, they can be world-beaters. The Lightning F150 and even the Bronco demonstrate what Ford can do when they put their minds to it.
The term “to it” refers to making cars appealing. The Lightning F150 and Bronco have an ethereal appeal, and we don’t know why. That is the trick, the “don’t why” appeal can not be statically proven or predicted by the accountants or the marketing analysts. The Ford Bronco is a good example, I don’t why it appeals to me, but it does and the same is true for my colleagues.
However, the Bronco’s appeal will be rather appalling for those in the UK and Australia. Ford has confirmed limited numbers will be sold in selected European territories and in LHD only. Ford concluded it wasn’t cost-effective to sell the Bronco in RHD markets such as the UK, Australia, South Africa, and Japan.
In other words, countries with trade tariffs are barriers to entry for making the Ford Bronco viable. So that means the Bronco will have to become a grey import for countries like the UK making the Bronco considerably more expensive than the $30,000 starting price in the USA.
Factor in the low numbers heading into Europe and it all adds up to an expensive, high-demand import if you live in the UK.
At a guestimate, a UK punter could pay over £60K if he/she makes the heart before the head decision. The Ford Bronco will go on sale in Europe in Q2 2023, pricing and spec has yet to be confirmed.
