Ford’s European operations are facing significant challenges, leading to a concerning decline in market share. The American automaker has discontinued its most popular models, such as the Fiesta and Focus, shifting focus to electric vehicles like the Explorer EV and Capri EV. However, this strategy has backfired, as both EVs have failed to achieve substantial sales, causing the Blue Oval brand to gradually lose its foothold in Europe.
Currently, Ford offers only the Puma and Kuga crossovers in the Old Continent. The Puma is manufactured in Romania, while the Kuga is produced in Spain. If rumors hold true, Ford plans to introduce a third crossover to its European lineup, aiming to strengthen its position in this highly competitive market.
The new model will be produced in Spain alongside the Kuga but will adopt a versatile powertrain strategy similar to the Puma, offering both gasoline-hybrid and electric options. Rumors suggest that this new vehicle will be comparable in size to the Kuga but will feature a more robust design.
The vehicle is likely to be named Bronco, drawing design inspiration from the North American Bronco Sport. Given that the Bronco Sport shares the Ford C2 platform with the Kuga (also known as the Ford Escape), this naming choice makes sense. This also explains why Ford has chosen the Valencia plant as the production hub for the European Bronco.
The upcoming crossover will initially be produced as a plug-in hybrid, though a fully electric version may follow in the future. This marks the first electric application for the C2 platform, as the Kuga/Escape is currently available only with mild-hybrid, full-hybrid, and PHEV powertrains. Previous rumors indicate that Ford might also offer a range-extender variant as an alternative to the battery-electric powertrain.
Autocar first revealed plans for the new model, while Automotive News Europe was the first to report on its name and design inspiration. The upcoming Bronco PHEV will follow a similar design strategy to the European Explorer EV, utilizing a familiar name and American-inspired design but in a more compact form tailored for European customers.
The European Bronco will feature a more traditional “two-box” SUV design, contrasting with the sleeker silhouette of the Kuga.
Using the name of an off-road icon for a rugged-looking urban crossover is a strategy already explored by Jaguar-Land Rover (Defender Sport), Mercedes-Benz (compact G-Class), and Toyota (Land Cruiser FJ).
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