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
Here’s hoping they don’t do this to replace the Puma.
Ford BcoSport
Jesus, don’t give them any ideas.
The Bro-Co Sport?
The two door broncos look sharp. The bronco sport looks good for what it is. Especially now that it has good colors. A two door bronco sport could be interesting sort of like a Ford jimney. Maybe with levels of electrification. Even vinfast sells tons of little two door SUV looking thing in the vf3. That is just really a rear wheel drive city car. Something like that but a with the option of a dual motor version. Offer some kind of hybrid system. The 1.0 with the ford asin system could be interesting Toyota did it with a 1.5. I think Daihatsu has use similar with a 660cc. Some type of erev setup would be nice too see too. Bronco sport replaced the escape. It sounds like bringing back cheap little cars in Europe to fight the Chinese cheap little SUV looking things could be very good for them.
Introducing the all new Ford Colt, smaller than the Bronco and less than fully-developed.
Stelantis owns the name, but they would probably sell it, since they can’t seem to sell much else
Acura should have been full hybrid at least 5 years ago, preferably 10 years ago when the NSX dropped.
“What makes Acura different from Honda?” Well, if they were all hybrid and AWD standard, that would be a good start
Baby bronco? How about Ford Foal? Ford Foal SHO Raptor GT. It would sell bajilliums.
Bronco Yearling!
I probably sound like a broken record at this point, but I am absolutely smitten with the Rivian R3x concept. If the Bronco is anything like that I think it could be a home run.
Kokomo?
Whole “Pet Sounds” or “Endless Summer” would be better.
Don’t Honda and Acura make, essentially, the same cars? Why make one hybrid-only while the other is not? Does this assume that Honda would also get the hybrid drivetrain as an option?
Gotta start with a worse song, allows better choices the rest of the week. Or something.
The Boys of Summer, all day, even the Ataris version will do
But it is the only Beach Boys song about an Indiana town!
1:
Yawn. I can’t think of anything from Ford I would buy. Especially not with their awful recall situation. How about make something besides SUVs and full sized trucks.
2: Volvo? Who cares. Its sells a bunch of Geely’s rebadged as Polestars. It makes vehicles that looks like everybody else’s. A bevy of boring crossovers and SUVs. Big. Whoopty. Do.
Will we never again consider building a small car that just looks like a small car?
Does every vehicle regardless of size or ability need to do offroad cosplay?
Remember when Ford decided to stop making cars and then they presented us with the EcoSport instead? LOL.
WHERE ARE THE INTERIOR BUTTONS, VOLVO? WHY HAVE YOU TAKEN THE NICE, EASY-TO-USE INTERIOR BUTTONS AWAY, VOLVO??? WHY IS THE BRAND THAT MADE ITS NAME FOR SAFETY REPLACING CONTROLS THAT YOU CAN JUST SLAP OR TWIST BY FEEL WITH ANNOYING ON-SCREEN CONTROLS WITH TINY TEXT THAT TAKE MY ATTENTION AWAY FROM THE ROAD…VOLVO???
(I’m so tired)
My mother loves Volvos and owned two when I was growing up. She wanted to buy one a couple years back, but the lack of buttons was why she ended up in a Macan instead. They’re touch capacitve, but at least they’re there and not buried in a screen.
Yeah. 🙁 I’ve really liked Volvos in the past, too, but man—their recent infotainment systems are a complete dealbreaker to me. So frustrating to use.
Is Ford just reviving the Bronco II? Seems like we’ve already done this.
Bronco II 2: Electric Boogaloo
Bronco ][e.
Ford Exec: We want to announce the new member of the Bronco family this week. Is it ready?
Ford Engineer: No. No it is not ready. We haven’t even finished the clay model. We have no idea what the powertrain looks like. The napkin sketch I’m working off of has a smiley face in the blue oval.
Ford Exec: Well, we have to announce something. Give me something to work with here.
Ford Engineer: Fine. Tell them it’s A dynamic, fully electric small SUV carrying the same rally-bred design language and drive dynamics in an urban-friendly package.
Ford Exec: Ok. What’s that mean?
Ford Engineer: I recommend you don’t take questions.
No, no, no, it’s the executive-types who come up with crap like “A dynamic, fully electric small SUV carrying the same rally-bred design language and drive dynamics in an urban-friendly package.” Or at least the executive-types who repeat it with absolute conviction after the marketing drones give it to them.
The engineer probably said this
A
dynamic, fullyelectric small SUVcarrying the same rally-breddesign language and drive dynamics in an urban-friendlypackage.Actually I could just being the name of the shared drive folder.
A dynamic, It moves
fully electric but not when the battery is dead
small SUV compared to larger SUVs, not to be confused with actually small
carrying the same rally-bred design language. Maybe it hit a tree? or a wall? or a tree, then a wall?
and drive dynamics. We cut costs by replacing the controller with an on-off toggle switch
in an urban-friendly package. It has doors and a trunk that locks
I think that’s what it means
To expand on a couple points:
carrying the same rally-bred design language. The DRL’s will be designed to look like fog lamps, there will be plastic cladding that I guess vaguely reminds you of fender flares after someone points it out, and the wheels might have blocky spokes if we’re lucky.
… and drive dynamics. It’s AWD. Acceleration will seem brisk if it’s your first EV. The electrically-assisted steering could have a relatively quick ratio for its segment if Ford is feeling adventurous.
This new baby Bronco will likely be a restyled Puma.
A restyled Warthog?
“Introducing the 2026 Wartburg!”
So a Ford Chupathingy?
I certainly hope not; the Puma looks decent.
I’m thinking of an Escape / Bronco Sport situation where this new small crossover is just a blockier version of the Puma. Two vehicles targeting different buyers.
Well they kinda tried that with the EcoSport.
…Admittedly they could have tried harder.
The EcoSport had no outdoorsy vibe at all.
The only selling feature of the EcoSport was that is was cheap.
Not to the same extent as the Bronco models, sure, but when they were announced IIRC they had some camping accessories for them, including a tent for the swing-out gate. It’s no more than a soft-roader, to be sure, but Ford did try to position it with some wider appeal than as a relatively-inexpensive suburban runabout.
I briefly considered shopping more for one, and on the Build & Price tool I couldn’t decide between the SES with the neat yellow-orange interior accents, or the brown or tan leatherette option on the SEL (which I think they changed to Titanium for production) since I’m not a fan of all-black interiors. I think I got turned off by the price and Fiesta-based 4-lug wheels.
Can we call it the Bronco Beat, so you ran ride around bumping Bronski Beat?
Rolling up to the beach blasting Small Town Boy
Feel the heat, hit that perfect beat boy
Hit that perfect beat beat boy
I’ve got that feeling
That beat boy feeling
If it has a mechanical issue that prevents it from running, would that be Beating a dead horse? Or just a Bronco no-Beat?
I don’t know, all I know is that the kids on the street, well they never miss a beat.
Modern interpretation of 240 wagon. When?
I’d be happy with a RWD-based V60.
TBQ: Pinto, complete with bucking pony logo. Hybrid or EREV AWD. Two door only, convertible or hardtop. I’m picturing a modernized 2-door Geo Tracker.
Did that want to autocorrect to BBQ: Pinto?
(and yeah, I know but I had to make the joke)
I see what you did there and it is glorious.
Well, the ad copy can claim it’s the hottest new vehicle in its segment.
I want to the new Bronco to not be a Bronco.
To Ford: Quit it with the “sedans aren’t totally of the table, watch this space” bravo sierra. You and Chevrolet have given away a larger chunk of the market to your competitors than you want to admit. Not everyone wants a crossover/SUV/truck and no deal is going to get them to change their minds. And with Iran basically mandating they have a right to put a toll on Hormuz as a condition for ending the war, fuel costs will likely not ever go below where they were before this whole mess started. No amount of electrification is going to fight the laws of aerodynamics.
In the USA sedans are less than 20% of the market. Ford and GM are fine letting someone have those low margin sales – especially as neither of them could turn a profit on a sedan when they made them.
Why they have yet to cram the PHEV drivetrain into the Bronco Sport escapes me. It’s based on the damn escape, sells well, why not maximize the platform you have?
The little bronco should be a revival of the Geo Tracker, removable top and all.
Because EVERY small SUV should be a Geo Tracker.
I was literally putting together my comment saying the same when you posted this.
If Jeep can sell Wranglers forever, I fail to see why Trackers can’t sell as well.
Now that wranglers have gotten crazy expensive trackers at a much lower could sell well.
Not only expensive, but very large. A new wrangler looks like it could eat an old CJ.
Now this is a political platform I can get behind.
Or just a Bronco Sport Hybrid would have been fine. Escape PHEV owner here. Would have preferred a Bronco Sport body.
I imagine it’s due to the shorter wheelbase. Likewise potentially a reason the Bronco Sport doesn’t have a hybrid. And even when they were making them the Escape PHEV was something of a unicorn so I suspect they might have been a bit of a loss.
I will throw something if Ford doesn’t name it the Pinto.
Between you and TheDrunkenWrench’s thread above, you’ve covered my suggestions entirely.
I’d say warm up your throwing arm, then. My bet is that there’s a higher chance of polar bears toasting marshmallows over a bonfire they built – the Pinto name is too tainted.
It would take a lot of SEO dollars to make it worthwhile. Plus given modern folks’ lack of familiarity with Westerns and horses by extension, horse names aren’t as necessarily as impactful as they were 50+ years ago.
They would spend those SEO dollars anyway, so this would have the added benefit of pushing results from the 1971-1980 Pinto way down the results page.
Matt: I’ve got a bunch of questions from our members if you don’t mind?
Volvo CEO: Ok! Shoot.
Matt: Alright I have a question from Urban here, he asks “When will Volvo bring back station wagons, and no, not Volvo SUVs or Outbacks?”
Volvo CEO: Oh we’re not bringing wagons back unfortunately.
Matt: Ok understood, how about this question from Neil, “Will you ever bring wagons back to the US?”
Volvo CEO: Uhhhhhh, no we will not be bringing wagons back I’m afraid. Next question?
Matt: This is a good one from Huja, though I suppose it’s not a question. He says “Bring back the square-back wagon.”
Volvo CEO: …You freaks don’t have anything other than requests for wagons, do you?
Matt: …We do not.
All I want is a V90; no bloody “XC”.
Wait, we have a question about manual transmissions!
“Will you please bring back the turbocharged engine/manual transmission with electric overdrive option on a wag-”
Never mind.
“Don’t make me call security.”
I miss my 245…
“anything other than requests for wagons, do you?”
Brown manual diesel something something…
Well OK, then how about a shooting brake?
Hi Matt! If you’re still at that lunch, want to find out the future of the Overseas Delivery Program? We bought our XC40 through it and it’s been a pivotal moment in our Volvo evangelism. 3 other sales came from our adventure, so curious if it’s an ongoing priority for the company!
VOSD doesn’t get nearly enough recognition.
Seriously. No-haggle, discounted pricing, a personalized build, and a pretty excellent travel itinerary put together by the company? Feels like something that should’ve been lost to time by now, but still quietly chugging along.
They just invested in a huge new museum/delivery space in Gothenburg, so I’m keeping my fingers crossed it’s not the end for North American customers!
I actually really like Kokomo! It’s my favorite song of theirs
One of the best songs ever written about a town in Indiana.
Ron Howard, a two-time Oscar winner, eight-time Emmy winner, two-time Grammy winner, and honoree of two stars on the Hollywood Walk of Fame, would like to disagree.
I did say “one of”. Far be it from me to contradict the man responsible for Solo: A Star Wars Story.
TBQ, The shitlen Pony