The automaker shifts focus to its Bronco SUV sub-brand after a $19.5 billion charge and EV strategy reversal.
Ford Motor Co (F) will introduce a hybrid Bronco in 2027 and a Bronco-based pickup by the end of the decade, expanding its popular SUV lineup. The move follows a $19.5 billion charge and a strategic pivot away from electric vehicles, including the cancellation of its F-150 Lightning and a next-gen electric pickup.
The automaker’s shift includes a Lincoln off-roader based on the Bronco, aiming to revive its luxury brand. Lincoln’s lineup has shrunk to three vehicles, limiting profitability despite higher margins in the segment. Ford’s broader portfolio refresh targets fan-favorite models amid declining investor confidence in its EV strategy.
No immediate market reaction was reported following the announcement.