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Jeep preparing to combat the Ford Bronco

Jeep preparing to combat the Ford Bronco

The release of the Ford Bronco and Ford Bronco Sport is the first real domestic competition for the Jeep Wrangler. While Ford are lapping up the plaudits and acclaim, Jeep are preparing to counter. A pamphlet uncovered by eagle-eyed fans shows us exactly what some of that counter looks like.

The guys over at the Bronco 6G forum have published what looks like an official pamphlet for dealers or staff outlining the pros and cons of the Bronco and how the Wrangler is better. While it looks official, we don’t know if it’s brand official or dealer official. Nobody would confirm.

Some of the points are valid but some seem like Jeep is clutching at straws or genuinely nervous about the potential success of the Bronco.

As a fan of both brands, I cannot make up my mind about this pamphlet. Some of the points are valid, some of them are definitely benefits of the Wrangler but some of them seem a little picky.

The Jeep superiority pamphlet

The first page is mainly about history. It points out that the Bronco is a newcomer after a break while the Wrangler has been around for years. True but largely irrelevant as most buyers don’t care about history, they care about the now.

The second page is a breakdown of features such as fold down windshield, the Wrangler diesel engine, more accessories, locking limited slip differential, off road gearing and some other features. Some of these are genuine benefits. A couple, like the lower beltline, Jeep Wave membership and mirrors on the doors are a little tenuous as to their value.

The pamphlet also mentions the Wrangler Rubicon 392 and the 4xe hybrid. Neither of which exist yet or even have a release date yet. While the literature says ‘late summer’ for the hybrid, there is no date set for that as far as we know.

Rather than finding interest in the details, I find the existence of such a pamphlet most interesting. Whether it’s an officially sanctioned piece from FCA or a local dealer publication, it shows Jeep, or parts of it, are worried about the Bronco.

That’s a good thing.

When a car has no real competition, innovation slows. Designers can get lazy and the pace of improvement slows with them. When there is real competition, the game is immediately raised. The incumbent goes all out to outshine the newcomer and the newcomer pushes the envelope further with each edition.

This benefits us the consumer in so many ways. It’s about time Jeep had some genuine competition. We will all be better off for it!

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