Ford prices redesigned Bronco under $30,000

After more than 24 years since the last redesign of the Bronco, Ford unveiled its all-new vehicle Monday.

Ford initially had planned to reveal the updated SUV in the spring but postponed the event following the coronavirus pandemic, according to Fox News.

The company introduced two new off-road vehicles, a Ranger pickup-sized Bronco that will come in two- and four-door versions, and the smaller Escape-sized Bronco Sport, both aimed at taking sales from Fiat Chrysler’s top brand.

The stripped down “Base” trim line starts at $29,995 including the destination charge according to Fox News and will be targeted at people who want to customize their Bronco. The Base appears to be taking aim at the 2020 Jeep Wrangler Sport which can have a price tag of $29,790 including destination charge.

Starting prices for trim lines higher than the Base are $34,880 (Big Bend), $37,545 (Black Diamond), $40,450 (Outer Banks), $50,370 (Wildtrak), $43,590 (Badlands) and $60,800 (First Edition).

The “First Edition” was a limited trim line and all 3,500 have already been reserved according to CNET.

Although the new Broncos will share some parts with other Ford vehicles, they have beefed up suspensions and were designed for off-road use, the company said. They have also been torture tested on trails and in extreme heat and cold and will come with a new system to manage all terrains. All models will come standard with four-wheel drive.

The Bronco name is highly recognized by consumers, says Michelle Krebs, executive analyst at Cox Automotive, but she doesn’t think it carries the weight of Jeep.

She said the coronavirus pandemic may increase the size of the market for off-road vehicles with more people now opting to take road trips and travel outdoors by vehicle. The Bronco, she said, will have to prove its off-road capability.

“Jeep has pretty much that territory all to itself,” she said. “It’s been overdue that they’ve had some competition.”

Reservations for the new Ford Bronco can be made for $100 through Ford’s website, which has been overwhelmed since Monday’s reveal.

The Associated Press contributed to this story.

Cox Media Group