The Jeep Wrangler is the typical off-road car. It is the staple of the segment, its sales are consistent and strong, and there is a solid community based around the car. But there’s a new kid on the block – the 2021 Bronco is almost a hit and will be sure to shoot at the Wrangler’s hegemony. We knew this Jeep had concerns, however, thanks to some documents posted by dealer on the Bronco6G forums, we know exactly how concerned Jeep is.
The document / infographic, titled “BRONCO: THE SINCEREST FORM OF FLATTERY” covers the entire four pages of selecting Bronco features that Jeep claims are inferior to those found on the Wrangler. Many of the points made by the Auburn Hills-based automaker are nitpicky – the Bronco was perfectly benchmarked against the Wrangler, though, some may be enough to somehow sway the right buyer.
The first page is quite simple, and describes some features of the Bronco in a somewhat negative light, and is quick to point out that the Bronco Sport is based on the Escape crossover, and the Bronco itself is based on the Ranger pick platform. Both of those things are true, but it does not necessarily detract from the offroad capacity of both cars.
As for the praise for its own Wrangler, Jeep has come in pretty thick as expected. It focuses on the heritage of the Jeep brand, and goes back to the original flat-fender Jeeps from WWII. Jeep certainly has the Bronco beat as far as heritage goes, but how legitimate that point is in the context of selling cars is certainly debatable.
The second page of this page gives details about the respective offroad capabilities of the trucks. Jeep also touches on the strong community around his car while trying to create enthusiasm for the Bronco seems artificial, saying Ford hired a marketing company to create excitement around the new ‘Bronco Nation’.
Then the details of the front axles of both respective cars are compared. Ford’s truck has independent suspension in front, which Jeep claims is inferior off-road. That is not necessarily an unjust statement. Solid axles are simpler, more durable and less prone to rail damage. Jeep is also correct in saying that they are easier to change. However, the other statements regarding articulation and differential ground clearance are questionable. Solid front axles can move back and forth, but it can be argued that independent suspension provides superior articulation.
The statement on differential ground clearance is also a bit of a half-truth. Cars with a solid front axle can only get ground traffic through the installation of larger tires and as portal axles (and the latter is quite unusual). Vehicles with independent suspension at the front can be adjusted to have the centerline of the wheels well below the centerline of the difference. This makes it possible to create a large amount of differential clearance.
The third page has several nitpicky details, such as how the fold of the Jeep’s power is, or how Jeep’s diesel V6 produces 10% more torque than Ford’s petrol-powered option. The bit about the difference with limited slip is true, however, it ignores the available safety differentials from the Bronco or with remanufactured quasi-LSD capabilities. The whole mirrors on the doors vs body debate are also a matter of assumption, and probably the most controversial in which side mirrors have ever been involved.
The bit about the crawler ratios is legitimate, but also extremely nitpicky. Like the number of choices for accessories. The Bronco has yet to be sold to the public, but it already has more than 200 accessories. That’s impressive, and that number will surely increase if people really start delivering the truck. Everything else on this page is also pretty acceptable, besides the Jeep Wave program. However, that’s what Ford could probably resist.
As for the last page, Jeep makes a good point in offering its Wrangler plug-in hybrid. It is suspected that Ford is also a hybrid Bronco on the road, however, there has been no official word from the Dearborn motorist. As for just about anything on the page – almost all of this stuff is the result of the Bronco not being sold yet. They call the Rubicon 392 concept, and say there is no V8-powered Bronco. However, even now you can not buy a 392 Rubicon. Several other awards the Jeep has received are also mentioned, but again, the Bronco will challenge the Jeep for all of these once it hits the streets.
Overall, Jeep makes some pretty good arguments and some pretty dubious ones. The brand will have to play every possible angle to try to keep its market share, so it is no surprise that it sends documents like this to dealers. Whether this blade will be enough to sway the buyer in any way, we have yet to see.
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