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Bronco, Mustang to Become Ford Sub-Brands

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Considering the number of reports published about the Ford Bronco and the Mustang Mach-E, the public would think they already know much about the two models even before their scheduled debut.

Ford, however, thinks otherwise. In fact, the automaker believes it is still “too early” to talk about the details of the upcoming models.

But according to sources, the Blue Oval is studying the feasibility of making the highly anticipated Bronco and Mustang nameplates as sub-brands that will offer several models in the future. And it is reportedly going to be part of a so-called Ford Icons group.

Blue Oval logo outside Ford office
The Bronco and Mustang nameplates are reportedly going to be part of a so-called Ford Icons group.

“We have to leverage what we’re good at,” a source told Autoweek. “What are we good at? Mustangs and trucks. Mustang is a niche product with a great legacy. We need to expand on that legacy. More Broncos is a no-brainer.”

The source went on to say the larger Bronco model is going to arrive first in the United States and that production is now scheduled to begin at the end August instead of the original mid-July start and the supposed early September schedule announced a couple of weeks ago. As soon as the bigger Bronco arrives, the smaller model is expected to follow shortly after.

The upcoming Ford Bronco is due to get two- and four-door versions and will share the same platform with the Ranger pickup. Meanwhile, the Bronco Sport is expected to come out as a unibody crossover and will be followed by a pickup truck version rumored to be called the Maverick.

As for the Mustang, the source said The company is considering all possible options.

“Who knows what the timeframe is in this COVID atmosphere we’re in, but we’re looking at more EVs, hybrids, sedans, crossovers, coupe EVs, convertible EVs, rear-drive, all-wheel-drive, you name it. There’s probably going to be a fistfight over a pickup called Mustang, though,” the source said.

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