Is the Ford Bronco being discontinued in 2024?
The short answer: No. Ford has not announced a discontinuation of the Bronco for the 2024 model year, and the Bronco remains in production alongside the Bronco Sport.
The Bronco, which was reintroduced in 2020 after a long hiatus, continues to be marketed as a core part of Ford’s SUV lineup. This article outlines the current status, what Ford has communicated about the model, and the factors shaping its ongoing production in 2024.
Current status of the Ford Bronco in 2024
Ford has kept the Bronco in its active lineup for the 2024 model year, with ongoing updates to trims, options, and features. The Bronco Sport remains a separate, smaller model within Ford’s off-road-oriented SUV family, and production for both models has continued at Ford facilities.
Official stance and market positioning
There have been no official statements or credible reports indicating a 2024 discontinuation of the Bronco. Ford has presented the Bronco as a long-term, strategic offering aimed at enthusiasts and customers seeking rugged, off-road capability.
Key points about the 2024 status are summarized below.
Before discussing the highlights, note that the following list reflects the status reported by Ford and industry observers in 2024.
- Ford has not issued any discontinuation notices for the Bronco; production and marketing activity for 2024 continue.
- The Bronco and Bronco Sport remain part of Ford’s SUV lineup, with separate marketing and product channels.
- Ford introduced updates for 2024, including new colors, packages, and off-road variants to maintain interest.
- Industry observers have noted supply chain challenges in the auto sector, but these did not translate into a formal halt or cancellation of the Bronco.
- Dealers and marketing materials in 2024 continued to emphasize Bronco availability, customization options, and off-road capability.
In summary, the 2024 status shows the Bronco as an ongoing model rather than a discontinued one. Ford’s product strategy for the Bronco remains centered on expanding and refreshing the lineup to attract buyers.
What’s driving the Bronco’s continued production
Several factors influence Ford’s decision to keep the Bronco in production, reinforcing its role in the brand’s future lineup.
Before listing the factors, this paragraph provides the context for why these items matter for 2024.
- Strong consumer demand for rugged, off-road SUVs and a dedicated lifestyle branding around the Bronco family.
- A strategic emphasis on Ford’s outdoor, adventure-oriented image, which aligns well with the Bronco’s capabilities.
- Active aftermarket and community support that help sustain interest through accessories, upgrades, and media coverage.
- Continuous product refreshes—new colors, trims, and features—that keep the model competitive against rivals in the segment.
- No official business case presented by Ford for discontinuation, given perceived profitability and brand impact in the segment.
Taken together, these factors point to the Bronco as a stable, ongoing component of Ford’s SUV strategy rather than a short-lived model in 2024.
Bottom line
In 2024, there was no indication that Ford planned to discontinue the Bronco. The model remained in production, with ongoing updates and a clear place in Ford’s rugged-SUV lineup alongside the Bronco Sport. While the automotive industry faced supply-chain challenges and fluctuating demand, Ford’s messaging and market activity in 2024 supported the Bronco as a long-term investment rather than a fading model.
Summary
The Ford Bronco is not being discontinued in 2024. Ford continues to market and manufacture the Bronco and Bronco Sport, offering updates for the model year and maintaining the Bronco as a core element of its SUV strategy. For buyers and enthusiasts, 2024 affirmed ongoing availability, customization options, and an emphasis on off-road capability rather than an exit from the lineup.
