Why did Ford stop selling the Bronco?
Ford stopped selling the original full-size Bronco after the 1996 model year due to sagging sales and a changing SUV market; the Bronco name was revived in 2021 with a modern off-road model that remains in production today.
Context: the end of the original Bronco era
When Ford paused the Bronco in the mid-1990s, the market for large, body-on-frame SUVs was shifting. Several factors combined to push the brand toward discontinuation of the classic model.
Market conditions in the 1990s
Ford faced a general squeeze on aging SUV platforms as consumer tastes leaned toward newer designs with improved efficiency and interiors. The Bronco lineup, which had relied on traditional truck-based engineering, struggled to compete with emerging rivals that offered more refined rides and better fuel economy.
- Sales were declining through the early to mid-1990s as consumer preferences shifted to more modern SUVs and trucks from other brands.
- Intense competition from rivals such as the Jeep Cherokee and other mid-sized SUVs offered newer features and better efficiency.
- Rising insurance costs and safety concerns associated with large, body-on-frame SUVs dampened profitability.
- Ford reallocated resources to newer platforms and models, including a shift toward more modern, unibody SUVs and the upcoming Expedition.
These dynamics culminated in Ford retiring the full-size Bronco after the 1996 model year, ending a long-running era of the classic SUV.
The Bronco reimagined: revival and the modern era
Decades after the original Bronco, Ford revived the name to enter a competitive space dominated by the Jeep Wrangler and other rugged off-road vehicles. The modern Bronco reintroduced the iconic branding with contemporary technology and off-road capability.
Engineering choices and lineup
The revived Bronco was designed as a purpose-built, body-on-frame off-roader with a focus on modularity and trail-ready capability. It introduced features fans expected from the legacy model, including removable doors and roof panels, and offered multiple engine options to balance power and efficiency. A smaller, more family-friendly Bronco Sport was introduced alongside the full-size Bronco to broaden the lineup.
- The new Bronco emphasizes off-road capability, removable doors and roof, and a modular, rugged design.
- Engine options include turbocharged four-cylinders and V6 choices, with continuing updates over time.
- Sales began in 2021, with early demand reflecting strong nostalgia and appetite for retro-styled, capable SUVs.
In addition to its design appeal, Ford positioned the Bronco to compete directly with Wrangler-like models, leveraging a modern drivetrain, independent updates, and a family of related vehicles (including the Bronco Sport). These choices helped drive a successful revival despite a challenging macro environment for auto manufacturing.
Production realities in the revival era
Like much of the auto industry, Ford confronted supply-chain constraints during the Bronco’s revival. The global semiconductor shortage and related disruptions affected production rates and delivery timelines, leading to temporary pauses or slower output while Ford and suppliers prioritized certain components and models.
- Demand for the Bronco generally remained strong, sometimes outpacing supply during initial launches.
- Global chip shortages and other logistics constraints slowed production at various times in 2021–2023.
- Ford adjusted production schedules and configurations to manage ongoing supply-chain challenges while expanding the lineup over time.
Despite these interruptions, Ford has not stopped selling the Bronco in the modern era; the model remains in active production with ongoing updates to powertrains, trim levels, and capabilities to sustain consumer interest.
Summary
The original Ford Bronco ended production in 1996 due to declining sales, stiff competition, and shifting market dynamics. The Bronco name was revived in 2021 as a modern, off-road-focused SUV to compete with Wrangler-like vehicles, and while its production has faced temporary slowdowns caused by supply-chain challenges, Ford has kept the Bronco in production and continued expanding the lineup with updates and new variants.
