The Ford Bronco turned 60 last week, but the birthday cake keeps coming. How so? The partying continued this weekend at Monterey Car Week with the unveiling of the Bronco Roadster Concept. Such a Leo move.
Driven across the stage at Pebble Beach was Ford’s homage to simplicity. Tasked with getting back to basics, the Ford design team took a current-generation Bronco and removed anything and everything deemed excessive.
Have a look:
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What remained was spartan, utilitarian, and brilliant. Leave it to a fire sign to mic drop in the most muted way: a bare-bones open-air truck. With a stick shift. In a statement from Bronco Chief Designer Robert Gelardi:
This philosophy of intentional reduction guided our approach to modernizing a classic. We had a great baseline with the sixth-generation Bronco. With this concept, we took the liberty to simplify the execution even further with a completely open roadster.
This exercise reinforced something we always keep in mind: the design doesn’t stop when we’re done – it’s only just begun. We want to imagine how our customers will make their Broncos their own, because that’s fundamental to the Bronco story.
During the development of the Bronco, the team’s goal was to essentially make an off-road-capable Mustang. When the vehicle debuted on August 11, 1965, the Bronco was heralded as “the world’s first four-wheel drive sports car.” The Bronco was a performance vehicle that was fun but also well-suited for the elements. Offered in three body styles, only one truly captured the Mustang vibe, though. Per Gelardi:
“Fun through simplicity” was central to all three of the original Bronco body styles. But where the U14 half-cab pickup and the U15 wagon (which is most similar to the Bronco SUV we sell today) were unquestionably fun, the U13 Bronco Roadster was the closest in execution to an off-road Mustang.
The Bronco Roadster Concept is finished in a Wimbledon White semi-gloss with a delicate dark red “Redster” striping that wraps around the vehicle, starting under the door openings, through the rear fenders, and beneath the tailgate. The front and rear bumpers were modified to resemble the U13 as closely as possible, and the tailgate was also “Ford” stamped and redone to fold down like the 1966 model. Machined Fifteen52 Analog wheels complete the exterior look.
The interior is just as minimalist but no less compelling. Wimbledon White continues through the cabin. The light-colored shade gives the concept a sense of elegance, despite the fact that the vehicle has no doors or a top. The dash is, of course, that of a modern Bronco, but the two seats are a throwback to the original, as is the bed-mounted spare tire. The Roadster Concept’s only embellishment is probably the air conditioning.
Although the concept truck is based on a sixth-generation Bronco, Ford says the vehicle is not indicative of a future product. It’s just a birthday boast, but a really stunning one at that. If anything, it gives customers and customizers a look into what else is possible with the Bronco, which is kind of the point. Said Gelardi:
This exercise reinforced something we always keep in mind: the design doesn’t stop when we’re done – it’s only just begun. We want to imagine how our customers will make their Broncos their own, because that’s fundamental to the Bronco story…
This concept is our reminder that we continue to hold Bronco’s original off-road mission in our goals. Because sometimes, the most profound statement you can make is knowing exactly what to leave out.
It was really nice of Ford to apologize for that “not a stripped-down, old-school vehicle” jab by making this advertisement for Slate. Or at least, for “stripped-down, old-school vehicles”, which they have no intention of producing themselves.
I almost said, “but it isn’t possible!” before remembering it wasn’t a modern EV. So, maybe.
I wouldn’t be surprised if these statements were meant as indirect praise for Slate by the designer, at least as an idea.
“Fun through simplicity”
“Because sometimes, the most profound statement you can make is knowing exactly what to leave out.”
Slate didn’t invent those ideas, but I don’t see anyone else pursuing them.
After all, “who would think a modern EV is a stripped-down vehicle if not for the existence of Slate?“
I just wish someone would come out with a cheap EV roadster like this
Power Wheels has for decades. Just on a different scale. Definitely cheap, though!
It’s all nice but that spare occupying the whole bed…
No doors, no roof, but… crank up the A/C I guess??
That’s how we do convertibles in Houston
Spent a week in TX in May. Did this with the rental Mustang convertible. But, also had the cooled seats maxed up! Wasn’t too unbearable!
May still has some nice days, you should come back in August 🙂
Meanwhile, the same treatment of the Bronco Sport was unveiled at select dealers around the country, featuring one-tone silver paint and an exterior mounted can of Fix-A-Flat with an iconic “bucking bronco” faux leather cover.
Make the ‘doors’ as Ford Performance parts, cowards.
It looks like some aftermarket companies may be making roadster doors, although somewhat ironically, some may only offer them for the 4-door given the larger market that its take rate provides.
Lowback seats and lapbelts, yikes. We really are rolling it back to 1966. I’m up for a cool retro look but not at the expense of basic safety gear. I know its just a one off but still…
This vehicle will be driven a total of .05 miles over the course of its entire life.
Yeah, coming off the transport and across the lawn at Pebble was probably the longest drive it’ll ever take.
I’m laughing at the white Weather-Tech floor liners that are made to look like steel floor pans – but I’m here for the fishing-boat seats, the tailgate and bumper-looking bumpers.
I sure do miss that simple 60’s blocky-font FORD on the back – Ford needs to bring that back along w/ Wimbledon White.
And Sedans.
(Now would be a good time to revisit the Marc Newson-designed 021C as an EV)
Yep to the FORD in blocky font and to the 021C, in both vibrant colors.
I’m not spending my money until I get a Bronco Model T with front and back wooden benches and a crank starter in the grille, but they really got in their bag on this one! I’ve been seeing a lot of Broncos around Cleveland, and they always look like the driver. Based on that alone, it’s a good buy ????
It’s about time they introduced another special edition, it’s been like a week.
Tailgate, spare tire and manual transmission? What is the world coming to? Good job.
With that color scheme it looks like it should be in the Barbie movie.
(And the guy in the cowboy hat driving it in that photo thinks the same thing and doesn’t seem too stoked about it.)
Otherwise, a great looking truck. I’d drive it in Forest Green.
I know what they were trying for with the bumpers, but it just doesn’t work for me.
Needs more roll pans to cover up the structure that was previously behind the factory bumper(s)
With apologies to George Carlin:
We got the old cars, the new cars,
The show cars, the whoo cars,
The greatest wheel jobs in town
But we never build ‘em!
Eff, Eff, Eff, Oh, Oh, Oh, Ar, Ar, Ar, Dee, Dee, Dee,
Blunderful Ford, Oh
I still own that album – Take Offs and Put Ons. Carlin was a genius.
It’s basically a concept for the existing two-door Bronco, but at least the stickshift made it to production.
Wimbledon White is the best shade of white.
Fun way to celebrate the original!
Well ok, stolen doors are more of a jeep thing. Not sure corvette owners care. Modern Bronco owners definitely don’t.