The Ford Bronco and All-Electric F-150 Lightning are Putting Pressure on the Competition

Ford is getting ready to lay claim to the auto throne with the launch of all-new and innovative vehicles. Vehicles like the all-electric Ford Mustang Mach-E and Ford F-150 Lightning, and now the relaunched Ford Bronco, have been giving competitors a tough run. Ford has been peering into the future and what it sees are electric vehicles. As automakers scurry to produce electric vehicles that reduce carbon emissions and pave the way to a cleaner future, Ford seems to be taking the reins. Their all-electric F-150 lightning has been getting many pre-orders and the Ford Bronco is inducing nostalgia. This is all great for Ford, but for competitors, some may not enjoy the challenge.

2021 Ford Bronco

Ford’s iconic Bronco is back. First offered in the 1960s, the Ford Bronco was an off-road 4×4 that offered stability and maneuverability. Now, almost 60 years later, the Ford Bronco is once again returning with better capability, stability, and maneuverability. This poses a threat to competitors like Jeep with their Wrangler and other automakers offering off-road vehicles. Off-road vehicles offer consumers a niche that prioritizes durability and capability. Though the Jeep Wrangler has gotten the job done in the Bronco’s absence, it seems the Bronco is back to reclaim some of its former glory. 

Although Jeep CEO Christian Meunier told the Detroit News he welcomes competition, the new Ford Bronco is offering some promising features that may lead consumers away. About the Ford Bronco, Meunier said, 

“There is a craving for freedom to make you go anywhere. I think Bronco is going to be a good competitor, a solid competitor, we don’t deny that. At the same time, it puts us on our toes. It forces us to be better and better and better,” Meunier said.

We will see what Jeep does to handle the growing competition for off-roaders. The return of the Bronco has already scooped up some of the competition as Ford CEO Jim Farley said in a second-quarter earnings call, almost 70% of their 125,000 orders for the Bronco are from other brands. The 2021 Base trim Ford Bronco starts at $28,500 MSRP (plus destination fee).

2022 Ford F-150 Lightning

The all-new all-electric 2022 Ford F-150 Lightning has been making rounds as a powerful electric pickup. Boasting an EPA-estimated 300 miles with a range-extending battery, Ford’s electric pickup offers consumers an optimal choice for those looking to switch to EVs. The all-electric pickup also offers 564 horsepower and 775lb-ft of torque with a range-extending battery. These specs render the F-150 Lightning a powerful pickup capable of towing and hauling all while offering an environmentally friendly shift to electric vehicles. About this transition, Ford CEO Jim Farley says,

“I would say what we’ve learned so far [from Lightning orders] is that the customers are largely new to Ford, but they aren’t new to the segment. These are customers who really like these silhouetted vehicles. What is really interesting for me is some would portray the full-size truck industry as kind of a conservative customer. It’s not what we’re seeing. In this very large order bank for F-150 Lightning, they’re new to BEV [battery electric vehicle], and they are excited to move to BEV. More than half of them are pickup truck customers.” Ford CEO Jim Farley.

While most consumers ordering the all-new 2022 Ford F-150 Lightning aren’t new to pickups, Farley said about 80% of 120,000 the reservations for the electric pickup are from customers new to Ford. This is a positive indicator that consumers are ready for the new transition to electric vehicles. It says even more about Ford and its ability to deliver what consumers want. Competitors like Tesla and its Cybertruck will have to look out for Ford. Their ability to produce powerful vehicles solidifies their status as a top automaker. Along with the iconic brand name, it’s no wonder Ford has competitors on the edge of their seats. The 2022 Ford F-150 Lightning is set to begin production in mid-2022. The entry model will start at $39,974 MSRP (plus destination fee). 

Come Test Drive a Brand-New Ford with us at Kenny Ross? 

Whether you’re looking to reserve an all-new 2022 Ford F-150 Lightning or just browse our inventory of new vehicles, Kenny Ross Ford South can help. Come down to Kenny Ross Ford South where we can help you find the right vehicle for your needs. At Kenny Ross, we’re more than happy to help our customers find what they are looking for. Shop for new Ford vehicles or check out our quality pre-owned inventory. We can offer suggestions like auto financing to help make paying for a vehicle easier. 

Looking to finally fix the ride you currently have? You can also schedule an online service appointment and have our expert technicians provide you with everything you need to feel safe and secure on the road. Stop by today and see what we can do for you right now! 

Photo Credit: Ford