Why did Ford quit making Bronco?
The Bronco was discontinued in 1996 after years of waning sales and a strategic shift toward more profitable SUVs and trucks. Updating the aging model to meet evolving safety and emissions standards would have required a costly investment the company chose not to pursue at the time.
Ford’s Bronco lineage began in 1966 and spanned three generations before its mid-1990s demise. By the mid-1990s, market tastes were shifting toward more versatile, family-friendly SUVs built on unibody platforms, and Ford redirected resources to the Explorer, Expedition, and other core lineup members. Decades later, the Bronco name would be revived for a modern off-road SUV, but the original production run ended in 1996.
The 1990s discontinuation: what happened
Several factors converged in the 1990s, making the Bronco less viable as a production proposition. The following points summarize the primary drivers behind the decision to end the model.
- Declining sales and shrinking market demand for two-door, rugged body-on-frame SUVs
- Rising costs to update the aging platform to meet newer safety, emissions, and crash standards
- A strategic shift toward more profitable unibody SUVs like the Explorer and larger trucks like the Expedition
- Intense competition from Jeep Wrangler and other off-road-focused models
- Limited profitability of the Bronco relative to Ford’s expanding SUV and truck portfolio
Together, these factors led Ford to retire the Bronco in 1996 and reallocate resources to models with broader appeal and stronger margins.
Revival and modern era
Nearly 25 years after its final 1996 model year, Ford revived the Bronco for the 2021 model year, presenting a modern, off-road-focused version that preserves the name’s rugged heritage while adopting contemporary technology and safety standards. The new Bronco is distinct from the original generation but pays homage to its legacy through retro styling cues and a purpose-built chassis for off-road capability.
What distinguishes the new Bronco
The modern Bronco uses a dedicated, body-on-frame platform designed for serious off-road performance. It offers multiple engine choices (including EcoBoost options), advanced four-wheel-drive systems, removable doors and roof, and an array of off-road packages that appeal to enthusiasts. This revival marks a separate chapter from the 1966–1996 Bronco, aligned with current market demand for rugged, adventure-ready vehicles.
Summary
Ford ended the original Bronco in 1996 due to falling sales, rising development and compliance costs, and a strategic pivot to more profitable SUVs and trucks. The name was resurrected in 2021 for a new, modern off-road SUV that carries the legacy forward while embracing contemporary technology and safety standards. The two eras are linked by name and heritage, but they represent distinct chapters in Ford’s SUV story.
