Why Ford?
Ford has a longstanding reputation for producing rugged, off-road-ready vehicles that dominate the trails. From the F-Series trucks to the legendary Bronco, Ford is known for building tough, durable, and adventure-driven vehicles (SEMA News, 2023).
The reason for selecting Ford is simple: off-road enthusiasts trust the brand. Ford has cultivated a loyal fan base that expects constant innovation in performance, durability, and technology (Hedges & Co., 2021). With the off-road SUV market growing rapidly, Ford has an opportunity to fill a gap in the segment by introducing a compact off-roader with serious capability.
What Off-Roaders Expect from Ford
Ford fans expect more than just a car—they want an off-road machine that can handle whatever the trail throws at it. They’re not looking for just another city SUV with some extra ground clearance; they want a real 4×4 that can crawl over rocks, power through deep sand, and make every adventure epic (Hedges & Co., 2021).
At the same time, buyers today also want fuel efficiency, tech features, and a vehicle that’s easy to drive daily. The Bronco Scout is designed to meet those expectations—it’s tough enough for the trails but small enough for the city.
Why the Market Needs the Bronco Scout
Right now, off-road SUVs are exploding in popularity. The market is growing by 8.1% every year and is expected to double from $20 billion in 2022 to $47 billion by 2033 (Fact.MR, 2023).
The problem? Not everyone wants a full-size off-roader. Some adventurers need something smaller, more affordable, and better on gas, while still being capable of handling real off-road terrain.
That’s where the Ford Bronco Scout fills the gap. It’s made for:
- Weekend warriors who want a rugged SUV that fits their active lifestyle.
- Younger buyers who want a fuel-efficient adventure vehicle.
- City dwellers who need a compact SUV that’s trail-ready on the weekends.
Introducing the Ford Bronco Scout
The Bronco Scout is a small but mighty 4×4 built for real off-road action. It’s not just an SUV with some extra ground clearance—it’s designed from the ground up for adventure.
Key Features
- Built for Any Terrain – Standard all-wheel drive, locking rear differential, and Ford’s G.O.A.T. (Goes Over Any Terrain) Modes for mud, sand, snow, and rock crawling (Heavy Metal Off-Road, n.d.).
- Hybrid Power – A turbocharged hybrid engine gives better gas mileage while still packing the torque needed to climb steep trails (MotorTrend, 2022).
- Adventure-Ready Tech – 360-degree underbody cameras, augmented reality (AR) trail maps, and AI-driven terrain management help drivers navigate the wild (Car and Driver, 2022).
- Overland Setup – Factory roof racks, skid plates, and Ford’s Pro Power Onboard system let you power your camping gear, lights, and tools out in the wild (ARB/Toyota News, 2023).
Who’s Buying the Bronco Scout?
The Bronco Scout is perfect for outdoor enthusiasts, overlanders, and explorers. Millennials and Gen Z adventurers (ages 25–40) are looking for a vehicle that can handle tough trails while still being small enough for city life (Hedges & Co., 2021).
How the Bronco Scout Beats the Competition
| Competitor | What They Do Well | Where They Fall Short |
|---|---|---|
| Toyota RAV4 Adventure | Reliable, fuel-efficient SUV | Not built for hardcore off-roading (Toyota News, 2023). |
| Subaru Forester Wilderness | Light off-road capability | Lacks true 4×4 power (Goodwood Road & Racing, n.d.). |
| Jeep Compass Trailhawk | Real 4×4 system | No hybrid option, outdated tech (JLWranglerForums, n.d.). |
Unlike these competitors, the Bronco Scout delivers true off-road performance in a compact, fuel-efficient package—something the market is missing.
What Could Impact the Bronco Scout?
Several factors could shape the success of this new model:
- Fuel Efficiency Laws – As emission regulations tighten, a hybrid powertrain gives Ford a big advantage (Fact.MR, 2023).
- Gas Prices – Buyers are looking for more fuel-efficient off-roaders as gas prices rise (Hedges & Co., 2021).
- Tech Advancements – AI-powered off-road features could give the Scout an edge over older models (Heavy Metal Off-Road, n.d.).
Ford’s Research Plan
To ensure the Ford Bronco Scout is the right fit for the market, Ford must conduct a mix of primary and secondary research. This research will focus on understanding the target audience, analyzing competitors, and assessing external market factors to determine if launching the Bronco Scout in the United States is a profitable and sustainable decision.
What Type of Research Will Ford Use?
Ford’s research plan will be two-fold, using both primary and secondary research methods to gather data.
1. Primary Research: Understanding the Target Audience
Primary research is essential for directly engaging potential Bronco Scout buyers to gather insights on their wants, needs, and expectations.
- Qualitative Research (Focus Groups & Interviews)
- Conduct focus groups with off-road enthusiasts, younger buyers, and urban adventurers to gauge their interest in a compact 4×4.
- Organize one-on-one interviews with potential buyers to understand what features matter most, such as hybrid efficiency, off-road capability, and technology (Hedges & Co., 2021).
- Quantitative Research (Surveys & Data Collection)
- Distribute online and in-person surveys to potential buyers to measure demand, pricing expectations, and feature preferences (Fact.MR, 2023).
- Analyze purchase trends from Ford’s existing off-road lineup, such as the Bronco Sport and full-size Bronco, to determine how many buyers might prefer a compact off-road SUV (SEMA News, 2023).
2. Secondary Research: Analyzing Market Trends & Competition
Secondary research will help Ford understand the competitive landscape, industry trends, and external factors impacting the Bronco Scout.
Competitive Analysis
- Review sales data from Toyota RAV4 Adventure, Subaru Forester Wilderness, and Jeep Compass Trailhawk to see how compact off-road SUVs are performing.
- Analyze competitor pricing strategies, promotions, and customer reviews to determine how the Bronco Scout can stand out (JLWranglerForums, n.d.).
Industry & Market Reports
- Use reports from Fact.MR and SEMA News to track off-road vehicle market growth, projected to double by 2033 (Fact.MR, 2023).
- Study trends in vehicle electrification to ensure a hybrid powertrain aligns with consumer demand and future regulations (Heavy Metal Off-Road, n.d.).
External Market Factors
- Monitor fuel price fluctuations, as rising gas prices could increase demand for a fuel-efficient off-roader.
- Track government regulations on emissions, ensuring the Bronco Scout meets environmental standards while maintaining off-road power (Goodwood Road & Racing, n.d.).
Final Thoughts: The Future of Compact Off-Roading?
The Ford Bronco Scout isn’t just another SUV—it’s a compact 4×4 built for real adventure. By combining off-road capability, modern tech, and fuel efficiency, Ford is set to dominate the compact off-road market. If done right, the Scout could become the go-to vehicle for a new generation of explorers.
References
ARB/Toyota News. (2023). ARB partners with Toyota on new Tacoma Trailhunter. Retrieved from https://arbusa.com/news/arb-partners-with-toyota-on-new-tacoma-trailhunter
Car and Driver. (2022). Tested: 2022 Ford Bronco Raptor lives up to the hype. Retrieved from https://www.caranddriver.com/reviews/a40326408/2022-ford-bronco-raptor-drive/
Fact.MR. (2023). Off-road vehicle market growth & statistics report 2023-2033. Retrieved from https://www.factmr.com/report/2539/off-road-vehicles-market
Goodwood Road & Racing. (n.d.). JLR’s new off-roading tech is an absolute game-changer. Retrieved from https://www.goodwood.com/grr/road/news/jlrs-new-off-roading-tech-is-an-absolute-game-changer/
Hedges & Co. (2021). Jeep owner demographics and the Jeep Wrangler target market. Retrieved from https://hedgescompany.com/blog/2021/03/jeep-owner-demographics/
Heavy Metal Off-Road. (n.d.). Innovations in off-road technology: What’s new in 2024. Retrieved from https://heavymetaloffroad.com/blogs/posts/innovations-in-off-road-technology-what-s-new-in-2024
JLWranglerForums. (n.d.). Research study: Jeep Wrangler vs. Ford Bronco sales & buyers. Retrieved from https://www.jlwranglerforums.com/forum/threads/research-study-jeep-wrangler-vs-ford-bronco-sales-buyers-etc.94930/page-6
SEMA News. (2023). Truck and off-road market trends. Retrieved from https://www.sema.org/news-media/enews/2023/12/truck-and-road-market-trends
Toyota News. (2023). Toyota RAV4 and off-road compact SUV market insights. Retrieved from https://toyotanewsroom.com/rav4-adventure-trd/
