When the Ford Bronco ceased production in favor of the Ford Explorer, the Jeep Wrangler was left alone and seen by many as the quintessential off-road-ready SUV. This is certainly not hyperbole on my end, as even those who aren’t particularly interested in off-road adventuring can attest to Jeep being the brand that’s synonymous with the activity in question. When Ford resurrected the Bronco in 2021, and many drivers, off-roaders, and nostalgia buffs sought out a Ford Bronco for sale, it became clear that the rivalry with the Wrangler had been resurrected.
The Wrangler and Bronco certainly share many similarities. Both vehicles are well-known for their performance and unique design. They feature elevated ground clearance and the ability to remove the top and doors, transforming the SUV into a dune buggy with only minor adjustments. A year before the Bronco made its triumphant return, Jeep unveiled the Gladiator, which essentially combined a Wrangler body with a pickup truck bed, giving the brand a unique edge over the Ford lineup. With the long-standing rivalry between these two manufacturers, the question is whether Ford should follow suit and create a Bronco/truck hybrid to compete with the Gladiator. Short answer: no. The long answer—we’re going to find out shortly.
Following Trends Just a Little Too Closely
As someone who writes about the changes across the automotive industry each year, I can attest that trends play a significant role in what designs and features are released by different brands. Here are a few notable examples: the introduction of a hybrid sedan, the fully-electrified pickup truck and SUV, and features such as hands-free, semi-autonomous driving; all of these are reintroduced or given different names. The Gladiator certainly has a unique design that stands out from other models. A vehicle with the body of the Jeep Wrangler with a pickup truck bed is unmistakable to just about anyone.
Let us assume that Ford released a version of the Bronco with a pickup bed. From the very start, it would be more than obvious to anyone that this is a copycat maneuver, something to capitalize on the success of a similar model. The Bronco comes in multiple variations that cater to styles and activities, and attaching a pickup bed would diminish the vehicle’s overall appeal. The new version of the Ford Bronco is appealing because it’s one of the few vehicles on the road that seamlessly bridges old and new worlds. The Bronco integrates common stylings with its first initial run with subtle modern touches that appeal to a wider group of drivers. The Wrangler has been almost unchanged since its inception, and the Gladiator’s pickup bed is a new twist on the Wrangler’s design.
Necessity Versus a Potential Unnecessary Change
It’s been remarked before that necessity is the mother of invention. Looking at the Jeep lineup, it’s easy to see why the brand needed to design a vehicle like the Gladiator. Jeep is known for building SUVs and the Wrangler, and when it comes to the pickup truck, one of the most popular vehicles among consumers, it’s been conspicuously absent from this vehicle class for many years. The Jeep Gladiator is nothing new but a retread of a design that existed many years ago. The Jeep Gladiator began as a pickup truck manufactured from 1962 to 1971 and was later rebranded as the Jeep J10 for a production run until 1988. The Wrangler, which began production in 1986, has been Jeep’s flagship product ever since. Therefore, to have a piece of the pie in the pickup truck world, reintroducing the Gladiator as a Wrangler/pickup combination seems to have occurred out of necessity.
While Jeep’s move to stake its claim in the pickup truck world might have been necessary, Ford has handily dominated this part of the industry for the last several decades. The Ford F-150, which has been in production since 1975, is the world’s most popular pickup, and the all-electric Lightning, midsize Ranger, and compact Maverick make up the most diverse fleet of trucks on the road today. With Ford having such a dominant stake in the pickup world, adding one to the Bronco seems like a completely unnecessary measure that would have little to no appeal. Ford’s diverse fleet of trucks and SUVs have already been proven to stand on their own and don’t require any drastic overhauls.
A Hinderance on the Bronco’s Versatility and Practicality
As I’ve noted, there are quite a few reasons why having a Bronco with a pickup bed is an impractical decision and one that seems unnecessary, considering Ford already offers several pickup trucks, especially the Raptor versions of the F-150 and Ranger, which are specifically designed for off-roading and provide better performance than the Gladiator. The Gladiator already proves far less practical than the Bronco in various ways. Unlike the Bronco, which comes in two- and four-door configurations, the Gladiator is hampered by a four-door exclusive design and a sole powertrain. The Bronco offers multiple powertrains, some designed for increased fuel economy and others favoring performance.
The Jeep Gladiator is a niche vehicle catering to a specific crowd, mainly off-roaders. The Gladiator is the sole choice for Jeep drivers who want the versatility of a pickup truck, and hampering it with only one powertrain and configuration makes it a less-than-ideal choice for drivers who wish to explore multiple options. Adding a pickup bed to the Ford Bronco will make the vehicle an eyesore, especially with its design that merges classical and modern stylings. Still, it will also limit the versatility that the SUV is widely known for. The Bronco already has off-road-ready versions such as the Raptor, Badlands, and Outer Banks, all of which offer the same prowess for adventure as the Gladiator. Throwing a pickup bed on one of these when Ford already builds a wide range of trucks that can tow more than the Gladiator and offer better fuel economy seems like a giant step backward for the Blue Oval.
Some drivers have attested to the Gladiator’s impracticality on pavement, especially with some suspensions specifically formulated for off-roading. The Ford Bronco is built on the same chassis as the Ranger pickup, meaning that if Ford equipped it with a pickup bed, it could handle the city limits just fine. However, the Ford faithful who want a pickup with the same chassis as the Ranger are better off buying a Ranger and not an SUV with one attached.
My Final Thoughts on the Idea of a Bronco Pickup
The Jeep Gladiator might possess a unique look and offer Jeep drivers the chance to have the off-road appeal of a Wrangler with the capability of a pickup because it’s their only option. Equipping the Ford Bronco with a pickup bed would not only be a blatant attempt to copy Jeep but also redundant, as Ford already has a highly capable series of trucks that adhere to a wide array of driver needs. Ever returning to the fold, the Ford Bronco has reclaimed its status as one of the most versatile and capable SUVs. On the road and off, the Bronco outclasses the Gladiator, proving that Ford is the industry standard for trucks and SUVs. The Bronco provides versatility and capability that doesn’t exist with the Gladiator. So, why try to mimic something so impractical?
