Ford's Scouting for a Second Bronco Name

Steph Willems
by Steph Willems
fords scouting for a second bronco name

Buyers without the necessary cash (or need) to get into a Bronco next year will have an alternative choice — possibly one with a similar name.

While Ford’s upcoming compact unibody ute, underpinned by the same platform used by the 2020 Escape, has carried the “baby Bronco” moniker ever since Ford revealed the model’s development, the automaker might actually bestow a similar name on the retro-themed vehicle.

According to U.S. trademark applications uncovered by Auto Verdict, Ford aims to reserve the “Bronco Scout” and “Scout” names for use on motor vehicles. It’s no guarantee that either name will appear on a Ford vehicle, but it’s a good indication that they might.

Ford’s midsize, Ranger-derived Bronco appears next year, likely with a sky-high price ceiling that many buyers will be all too willing to pay. For drivers who just want a whiff of that model’s aura, there’s the baby Bronco. While Ford has issued a teaser image of the model, a leaked photo from a dealer meeting shows us a model quite far removed, style-wise, from the new Escape revealed earlier this month.

The newly urbanized Escape’s alter ego dons an upright, squared-off body with circular headlights and grille that (presumably) apes the larger Bronco. Ford believes its one-vehicle-with-two-identities gambit will pay off in the hotly contested compact CUV segment.

It’s odd that Ford’s after the Scout name, as it isn’t a historical nameplate for the automaker. It is for International Harvester, of course, but that company, or what remains of it, has no interest in building passenger cars anymore. And the name still rides high in the minds of rough-and-tumble utility vehicle fans.

By seeking a trademark for Bronco Scout and Scout, Ford has added fuel to rumors that the automaker wants to turn the Bronco nameplate into something of a sub-brand.

[Image: Ford]

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  • Adamwadley1978 Adamwadley1978 on Apr 23, 2019

    They could use the Bronco as a branding model range with Bronco Flagship no added offshoot combo name. Baby Bronco could have endless combination of names: Bronco Urban Cross, Bronco Cross Sport, Bronco UWC Urban Wagon Crossover, Bronco STX , Bronco Trail sport, Bronco Adventure Cross or Sport. The flagship Bronco will standalone as a Bronco with Trim designation or 2dr 4r.

  • Ccto Ccto on Apr 23, 2019

    CaseIH is still using the Scout name for a utility vehicle (apparently a rebranded ClubCar, sez the Internet), and I'm thinking it's very unlikely that they'd allow Ford to use it for anything with wheels. I'd put five bucks on a scheme like what Adamwadley1978 suggests. It's what they're doing with the Transit [Connect] (and FCA is doing with the Promaster [City]).

  • SCE to AUX I charge at home 99% of the time, on a Level 2 charger I installed myself in 2012 for my Leaf. My house is 1967, 150-Amp service, gas dryer and furnace; everything else is electric with no problems. I switched from gas HW to electric HW last year, when my 18-year-old tank finally failed.I charge at a for-pay station maybe a couple times a year.I don't travel more than an hour each way in my Ioniq 1 EV, so I don't deal much with public chargers. Despite a big electric rate increase this year, my car remains ridiculously cheap to operate.
  • ToolGuy 38:25 to 45:40 -- Let's all wait around for the stupid ugly helicopter. 😉The wheels and tires are cool, as in a) carbon fiber is a structural element not decoration and b) they have some sidewall.Also like the automatic fuel adjustment (gasoline vs. ethanol).(Anyone know why it's more powerful on E85? Huh? Huh?)
  • Ja-GTI So, seems like you have to own a house before you can own a BEV.
  • Kwik_Shift Good thing for fossil fuels to keep the EVs going.
  • Carlson Fan Meh, never cared for this car because I was never a big fan of the Gen 1 Camaro. The Gen 1 Firebird looked better inside and out and you could get it with the 400.The Gen 2 for my eyes was peak Camaro as far as styling w/those sexy split bumpers! They should have modeled the 6th Gen after that.