Good morning! I’m off to a Volvo event this morning and then, tomorrow, I’m off to a Ford event. What that Ford event is going to be about has been a bit of a secret up until now, although it was clear it was somehow about the Ford Bronco. Now I’ve got a better picture thanks to Ford Europe, which just announced some sort of new, smaller Ford Bronco. Jimny-fighter? Avenger-fighter? Ford also has a bunch of rally-inspired vehicles? It’s wild.
The Morning Dump does not keep a dream journal, because The Morning Dump is merely a concept. However, if The Morning Dump were capable of such thoughts, the announcement that Ford is doubling down on Europe with new products would be in there. Also, Acura as a hybrid-only brand might also make the list. California putting a lot of money into medium- and heavy-duty electric trucks probably wasn’t on there, but it sounds like a good idea.
And, finally, as I mentioned above. I’ll be meeting with the leadership of Volvo, including the CEO today; what do you want to know?
Is This A Jimny Or An Avenger?
Rather than give up Europe, Ford is coming back with an onslaught it calls Ready-Set-Ford. There’s a lot of interesting announcements here:
Ford has more than a century of racing heritage particularly in the world of rally, Europe’s native racing format. Combining that off-road DNA with on-road performance, Ford will create rally-bred vehicles tailored to Europe. Ford’s new European lineup will deliver multi-energy vehicles where thrill and adventure coexist with control and precision – built to handle the unique challenges of Europe’s alpine passes, cobblestoned streets, and winding roads.
By the end of 2029, Ford will launch five all-new passenger vehicles, made in Europe for Europe:
New member of the global Bronco family comes to Europe: This new multi-energy member of the global Bronco family is a rugged compact SUV confirmed for production at Ford’s plant in Valencia, Spain, from 2028.
The Electric Hatch: This new small electric vehicle combines distinct design with Ford’s signature driving dynamics – injecting “race to road” capabilities into the B-segment.
The Small Electric SUV: A dynamic, fully electric small SUV carrying the same rally-bred design language and drive dynamics in an urban-friendly package.
Two Multi-Energy Crossovers: Two additional rally-bred crossover models will complete the new line-up by the end of 2029.
European Fords! Rally! It sounds like we’re getting the band back together.
The most relevant for Americans is this, though:
New member of the global Bronco family comes to Europe: This new multi-energy member of the global Bronco family is a rugged compact SUV confirmed for production at Ford’s plant in Valencia, Spain, from 2028.
The Bronco Sport already exists, so the theory is it has to be smaller than the Sport. Ford dealers in the United States are going to get an EV truck to fill the sub-$30k space vacated by the Escape, but clearly want and need something non-EV. Thus the “multi-energy” smaller Bronco (presumably hybrid, but maybe also EREV).
That’s a fascinating concept, and it could go one of two obvious ways. The first is the Suzuki Jimny, a car everyone loves but no one, it seems, can actually buy. That would make me insanely happy, but I sort of doubt it.
More likely is something that’s more like a Jeep Avenger or, dare I say, the affordable Dacia Duster. This is one level down from the Bronco Sport and more sized like the doomed Ford EcoSport. This is likely to be also announced in some form tomorrow by Ford.
Ok, so what about the other stuff? The B-Segment stuff is probably a Fiesta-sized hatch and Puma-sized crossover. Cool. The rally-bred hybrid crossovers are… a new Puma? I don’t know. Is this the time for Ford to finally bring back the name “Escort?” Dare to dream.
Acura To Go Basically Full Hybrid
Never go full… actually, maybe do go full hybrid. That sounds like where Acura is going with its new Hybrid vehicle, at least according to this Automotive News article.
[T]he Honda and Acura brands will take different paths on the future of gasoline powertrains.
For the mainstream Honda brand, internal combustion engines will be an important means of maintaining competitive pricing, especially in entry-level segments. The company plans to offer next-generation variants on a case-by-case basis to protect market share.
In contrast, Acura is expected to move more aggressively toward near-universal hybridization, with gasoline-only models becoming a “lower priority,” Robinson said.
“In the luxury segment … we’re already seeing a very high percentage of hybrids,” he told Automotive News. “We are expecting an even higher percentage of electric vehicles in the luxury segment going forward.”
I’m here for it.
California Puts $1 Billion Into Heavy EV Trucks
I was excited, conceptually, for Bollinger Motors and its medium-duty electric truck. Given the duty cycle of most of these vehicles, it seemed like a good idea. It didn’t work out for Bollinger, but maybe it can work out for someone, and California is hoping to find that someone with $1 billion.
Per the San Diego Union Tribune via The Detroit News:
Gov. Gavin Newsom has announced that California has launched a $1 billion rebate program to boost the sales of electric medium‑ and heavy‑duty trucks, using money from the state’s Low Carbon Fuel Standard program.
The rebates run $7,500 to $120,000 and can be applied toward the purchase of new electric medium‑ and heavy‑duty commercial vehicles, including drayage trucks, electric semis, box trucks, delivery vans and other fleet vehicles.
Is this going to encourage some new companies to get back into this space?
What Do You Want To Know From Volvo?
I’m at a Volvo event in the United States this morning to see the new EX60 in person, but at lunch we’re going to be chatting and I can ask some questions. What do you want to know?
What I’m Listening To While Writing TMD
It’s Skin Cancer Awareness Month and our friends at XPEL are celebrating with National Don’t Fry Day, so I’m going to do a week of beach songs, starting with The Beach Boys and “Kokomo.”
Observed annually on the Friday before Memorial Day, National Don’t Fry Day raises awareness about the dangers of ultraviolet (UV) radiation and promotes sun-safe habits as Americans head into summer. In recognition of the occasion, XPEL is offering 15% off automotive window tint installations at participating authorized dealers and company-owned stores across the U.S. on May 22 only.
The Big Question
What should the little Bronco be?
Top photo: Ford
TBQ, The shitlen Pony