Ford has a new strategy for the European market – automaker Blue Oval will promote American values on the Old continent, targeting customer groups seeking bolder products. As part of this new plan, the brand will launch the Bronco in select European markets in spring next year. It will join the Mustang and Explorer as products designed for the North American market but adapted and also sold in Europe.
Automotive News reports the off-roader will hit the Euro market with a choice of two powertrains. The Bronco’s 2.3-liter four-cylinder Ecoboost will serve as the base engine, likely offering nearly 300 horsepower (224 kilowatts). The top grind will be a 2.7-liter V6 turbo gas unit with an output in the region of 330 hp (246 kW). It appears that the 3.0 liter twin-turbo available in the United States will not be sold in Europe, possibly due to the region’s stricter emission standards.
Online publications say Ford will sell the Bronco as a halo product but we don’t know if this means Ford will be positioned above the Explorer in Europe, currently the marque’s most expensive product on the continent. According to preliminary information, the Bronco will have an initial price of around €60,000 in Germany, which is equivalent to around $63,270 at current exchange rates. For comparison, the base two-door model in the United States starts at $32,295 for the 2023 model year.
While it’s definitely not a mainstream product, especially by European standards, the Bronco will face stiff competition from the Jeep Wrangler and Land Rover Defender. The three models are obviously very different but generally play in the same league of hardcore off-roaders with everyday usability. The Ineos Grenadier is also a potential rival with its body-on-frame construction, BMW-powered engine and vintage design inspired by the original Defender.
Ford is restructuring its European business and has started phasing out models it no longer needs under the new plan. The Mondeo is no longer available and the Fiesta will be officially discontinued soon, along with the S-Max and Galaxy minivans. Recently, Ford promised to be “more American” in Europe, perhaps hinting at more US-spec models arriving in Europe in the coming years.
