Ford has lost a lot of ground in China. It fell from 1.2 million units to 0.3 million units in 2016 to 2026 respectively. It may be because it was slow to electrify its largely gas-powered lineup. Plug-in models are not great in countries that currently account for more than half of all new car sales. But Ford is moving in the right direction. The recently released Ford Bronco New Energy will help turn the brand's fortunes around in China, targeting a growing market for off-road vehicles that don't need to burn gas. After some seating time in the SUV during the Beijing Motor Show, I think it might be a great addition to Ford's US lineup, too.
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What is it?
Bronco New Energy is a medium-sized SUV made in China, for Chinese consumption. It's a style similar to the body-on-frame Bronco we know well here in the US, but it's actually a unibody design similar to the Kia EV9 and Chevrolet Blazer EV. There is no part sharing between it and the Full Fat Bronco or Bronco Sports Crossover. Technically, it's not even the exact same Ford you get at home. The vehicle uses the JMC platform and engine as it was jointly developed with Ford's Chinese joint venture partner, Gangneung Motors Co. (JMC).
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Bronco's new energy is available in two forms: Extended range EV (EREV) or full EV. The EREV has a 1.5-liter turbocharged engine, intended to charge a battery of 43.7 kWh. Ford is working on the EREV Lightning pickup, and several other manufacturers are also paying attention to the technology, but something like this does not yet exist in the United States. The full EV will lose its gas engine and replace it with a larger 105 kWh battery. It has 445 horsepower, but the EREV model still drops to a strong 415 horsepower. Ford says the range of the EREV model jumps to 748 miles when used in parallel with the on-board gas generator and is 137 miles in pure electric mode. The EV model must settle for 404 miles of range. Note that this is China's CLTC average, so it's not a 1-to-1 comparison with the EPA's rating, which is well known in the United States.
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What is it like personally?
In short, it's pretty good. I like the way this Bronco variant looks more than both the standard one and the Bronco sport. Sometimes the bigger Bronco can feel over the top, especially with its ultra-wide stance and the Raptor trim on the larger tires. The Bronco’s sport is attractive, but relatively small. This Bronco new energy maintains the same Bronco spirit and feels sleek and futuristic while having room for a family. Sometimes Chinese companies miss the easy of design when it comes to making rough and tumble SUVs. While Fangchengbao (BYD) and iCar (Chery) boxy crossovers look cool outside, I'm not sure that reliance on soft-touch material would be wise, especially if you're looking for something that can handle camping.
Bronco interiors may be a bit common currently, but I find that everything is pleasantly high-tech and well-thought-out. Interior plastics feel sturdy, cheap and ready to support abuse without feeling fragile. The screen comes off responsive and tech- and quicker to use than the last time I sampled an American Ford product. This bronco may not have a convertible top like the big guy, but it has a lot of clever features. For example, like the old Westfalia camper, there is a glass roof that can go up and down. With the addition of a fully reclining front seat and an inflatable mattress sold by Ford that fits exactly into the Bronco interior, this car could be the perfect over-landing companion.
I wish I could have gotten some seat time on the road, but my hectic schedule in China ensured one in between five other cars and driving I just need to take the words of car reviewers like Wheels boy and Telescope who say it's a good effort from Ford.
Why can’t we have it?
The Bronco feels like it will be a complement to Ford's U.S. lineup, especially as the company navigates its major EV pivots. Full-fat Bronco has a lot of cars to live with. Indeed, its on-road manners are surprisingly good for a body-on-frame SUV with a convertible top, but not a Cadillac. Bronco Sport may be a more comfortable option, but its relatively small size may be limited to buyers who need more space. In addition, neither model has anything like electrification, nor is it particularly thrifty at the pump.
Bronco New Energy takes what I like about both Bronco Sport and Bronco SUV and adds to the fuel-saving power of electrification. The Sport EREV variant, it is also the exact kind of vehicle that Ford aims to bring to the market. The company plans an extended range lightning pickup to replace the electric version. The promise of EREVs is to offer the best of both worlds: lots of range and traction when you need a punchy electric powertrain with it. If Bronco New Energy was on sale today, it would beat many rivals to the punch. They plans to start production of EREVs from 2027. EREV from Jeep and Ram is to be launched this year.
But Bronco will never come to North America. First of all, it shares little in parts and development with Ford in the US market. The supply chain of this model is completely tied up in China and subject to debilitating tariffs. Also, certain Chinese software and hardware are prohibited from being used in U.S. If everything can be untangled for a reasonable cost, I think Bronco New Energy could be a successful entry into the U.S. auto market, especially if Ford somehow maintained a roughly $32,000 base price for the EREV (or PHEV) model.
In any case, Ford is in need of something electric soon for the U.S. Sure, it still has a Mach-E. The F-150 Lightning, arguably the best EV truck on the market, has been canceled. The numbers look like people want an EV, but they may not want an EV pickup. Jim Farley, Ford's chief Executive, praises the virtues of Chinese cars and warns against their availability in the U.S. market. Perhaps I think Bronco New Energy will be a good option for North American buyers, so it is wise to put the sentiment aside and use your own Chinese assets.
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