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
Speaking of skin cancer, I think there’s some on my left forearm. It so, it’ll be my first.
Shame we won’t get any small cars if Ford starts making them again (for Europe, etc…). It’s STILL weird to me they killed the 500/Taurus, Fusion, Focus and Fiesta all of them, without a single regular car in their lineup at all. 🙁
I do like Toyota’s FJ Jr. (which we’re also probably never going to get in America). Would I like it if something similar were made by Ford? Maybe. Would I buy it built by Ford? Maybe.
If you don’t want to be invited to future Volvo events for some reason, you could ask them when will they again offer an affordable car with a simple/robust drivetrain and an emphasis on safety and practicality. I really like older Volvos (I currently own two: an ’89 and an ’04) and while a few look kinda nice, there’s not a single thing in their current US lineup that I’d actually want to BUY. Can we please have a modern iteration of the 240? I know it won’t actually be a 240 given how safety standards, technology, and consumer expectations have evolved, but I think there are people who’d be into a relatively simple/affordable car that leaned hard into anti-styling/lack of pretension. Price it just under/around the base Camry and I gotta imagine some folks will line up for it.
Just me fantasizing… I apologize. I’ll see myself out.
Well keeping with the odd toed ungulate theme, maybe donkey or mule
Ass, would probably be a hard sell
Maybe a Panda competitor?
A smaller Bronco model? So something Puma/EcoSport-sized but hybrid? I’d probably make it a Jimny competitor, or a smidge bigger.
Volvo: Since Stef already asked a great question, I’d say: why the heck aren’t amber rear turn signals universal? Only the 40-series have them, and it makes the larger cars look so absurdly cheap.
Getting caught up from leaving early yesterday and see 5 rally-inspired cars coming soon? Yay.
4 SUVs and an electric hatch. Oh.
How much smaller can we make these hybrid crossover SUV things until we make a car again.
You will buy the Egg-mobile and you will like it – almost every automaker
You sound like the Ford dealer when they talked my mom into an ’07 Edge!
I hate it but also admit I’m part of the problem.
Could I buy a new car? Sure I can afford it. I could help save the manuals, save the sedan/coupe/wagon, and so on. I’m just too cheap and have way too much disdain for all modern cars. I’m perfectly satisfied with a 20 year old, 250k+ mile car, that cost less than $5k to buy.
Sadly, there’s a long way to go.
The smaller Bronco should be quick off the mark and only come in white. Name it the OJ trim. It’ll sell like hotcakes.
Will it come with, er, driving gloves?
Yes but only Trump sized.
Ford is celebrating its rally heritage with 5 SUVs/crossovers.. because they are so well known and celebrated in Europe for rallying their SUVs. Sure can’t wait for the new Escort Cossie Crossover and RS200 SUV.
What should the little Bronco be?
A Shetland.
Shetland ponies are endowed with short, muscular necks, a remarkable sense of their own size in relation to any opening in fences, between trees, under limbs etc. and the stamina to run through every just barely Shetland pony-sized hole in the scenery outil the child riding upon it has been scraped off like a barnacle from a whale.
out to get you than any Bronco.
Why Ford chose to name their SUV after an unridable horse that only wants to get rid of you is the real question.
My equestrian family members will vehemently declare that ponies aren’t horses, and are also the spawn of the devil.
Not all broncos are the bucking ones that are ridden for a few seconds, just that they’re wild (or partially so) and not yet tamed. Capturing one and going on an adventure with it through the wild West can certainly inspire the imagination and wanderlust.
Well the one thing I can say about pony’s is that they aren’t stupid. They spend all of the time plotting how to use any thing nearby to dispose of their rider in the event that someone would try to ride.
Pushing open a gate, walking almost all the way through, them backing up so the gate hooks on the rider on one side, starts to close and pinches the rider between the gate and the barn. Pure genius.
Walking into a carport with 7.5 foot rafters, then just sort of pace back and forth refusing to leave. Ponies are like Macgyver with hooves —constantly surveying the environment for everyday objects to add to their catalogue of mayhem.
Donkeys and mules get a bad rap, donkeys are total sweethearts, but ponies are always making plans
Proof of pony behavior in the news.
https://www.bbc.com/news/articles/c5yr5xy1v0ro
Yeah, that tracks.
Probably practicing for when new tractor tires come in, but will not come out freely and require the owner to cut into the brand new tire to free it. Because pony.
“Acura To Go Basically Full Hybrid”
They should have done this 5-10 years ago… but I guess ‘late’ is better than ‘never’
But I think Acura should bring back the Legend… as an all-electric flagship… and have an SUV version on the same platform.
“What should the little Bronco be?”
Maybe they can morph the Escape into a model below the Bronco sport. Just don’t bring back the stupid ‘Ecosport’, its derpy looks and its crappy wet-belt ecoboost engine.
They also shoulda gone full AWD years ago, but they are clueless.
Seeing how Acura and honda have perverted their old name plates with recent revivals, I think maybe they should just let it rest for a bit. Though I do strongly prefer them using names instead of confusing Alphabet Soup three letter grabs as names.
Maybe they could call it “My Little Brony”
“My Little Pony.”
I deliberately chose Brony.
https://en.wikipedia.org/wiki/Brony_fandom
I would call it “My Little Groany”
Sounds like you’re projecting.
Matt your language used in saying Newsom and California are offering a billion dollars is the same as saying the lottery is giving away $100 million tonite. There is no guarantee it will actually happen however the lottery does have the $100 million the state of California does not have $1 billion dollars. Also the manufacturer won’t get a dime the consumer will get it and reduce the money they are spending. Of course like the flying super train to nowhere and the walking path for monarch butterflies it’s just a great big scam
Also, given the conditions that it’s “available at authorized retailers” ie dealers this seems specifically like a “fuck you” to the one company that actually produces electric semis and pickups- Tesla. Rivian may be catching some crossfire too, but California never met a home-grown business it didn’t want to murder. Comically inept.
Ford used to like to use Roman numerals, and we’ve already had a Bronco II, so, I guess it could be called Bronco III, which would fit, as it would be the third member of the current Bronco family
There’s already a Chinese made Bronco New Energy variant with an EV or plug in variant so it’s probably just a locally assembled version of the Chinese Bronco if it’s not the next gen sport.
“I’m going to do a week of beach songs, starting with The Beach Boys and “Kokomo.””
You know it was the 60th anniversary of Pet Sound on Saturday, right? I expect at least one…