Turning the Bronco into a truck with a bed wouldn’t have been without historical precedent. The first-generation Bronco, revealed in 1966, came in multiple body styles, among them a truck with a short bed. In theory, reviving such a vehicle does make sense, but that was before the pandemic struck. Since then, automakers have been struggling with production issues stemming from a lack of semiconductor chips. This shortage is expected to continue for the foreseeable future.
Ford and its fellow carmakers are focusing production efforts on core and profitable vehicles, mainly trucks and SUVs. The Bronco SUV’s launch also hasn’t been smooth sailing. Ford seems to have concluded it needs to focus its energies on ironing out Bronco manufacturing issues, fulfillig a large number of orders, and doubling down on trucks.