Bronco May Become a New Ford Brand

A few of the brands we know have created sub-brands that we see offered in the market. Hyundai is making the “N” sub-brand, Buick has the Avenir, and BMW has been well-known for the “M” cars. These are only a few of the brands that have created sub-brands for our enjoyment and with the return of the Ford Bronco, it seems that Ford might be interested in doing the same thing. This is only a small part of the thoughts being offered for what will be the future of Ford as we know it.

Expanding Ford in the World Down Under

Australia and nearby New Zealand have been markets in which SUVs have thrived for many years. The rough and untamed terrain of Australia certainly signifies why these vehicles are as popular as they are in rough areas of the country. Ford has recently applied for a trademark to save the “Puma” name in these two countries. This gives us the idea that the Bronco and “Baby Bronco” will be offered in these markets which will signify an expansion of the Bronco name, but maybe both will be called Puma instead of Bronco when they arrive.

The Puma Name has been used by Ford in the Past

Between 1997 and 2002, a small Fiesta-based coupe was sold in Europe and it bore the name Puma. This car was only on sale for five years but it won many awards during that time, which gave us the idea that it would return at some point. Unfortunately, the Great Recession took place and the Puma name was never thought of again. Ford does still own the rights to the name in Europe through 2025 and could use it on a small SUV if they chose to do so.

Puma is Unlikely for the US Market

Ford hasn’t applied for the Puma name to be trademarked in the US, instead, they applied for trademarks for the names of Maverick and Timberline. The Maverick name might make an appearance, as it once did in Australia under Ford. While we don’t know what Ford will do with the name that wins out yet, there could be special edition models used or a variety of trims that are offered that make use of the names that Ford has chosen to save for the Bronco lineup that we will see when it arrives.

How Could the Sub-Brand Take Place for Ford

Ford could see the Bronco name become a brand in much the same way that Ram has become a brand that was born in the Dodge name. We await the return of the Ford Bronco and expect it to be an active and impressive SUV that will find a way to compete with the Jeep Wrangler in the market. Many questions are still left unanswered for the Ford Bronco, but we do know this SUV is on the way, and that’s exciting to think about as we consider the next SUV that will be the right one to drive.

Find your Bronco today at your local Ford dealer!