After almost a decade of plotting its return, Ford on Monday evening will unveil a brand new Bronco—the U.S. auto maker’s newest try to carve right into a share of Jeep’s dominant place within the off-road journey class.
The Bronco is coming off the sidelines at a tough time. U.S. car gross sales are anticipated to contract round 25% this 12 months largely as a result of coronavirus disaster disruption, analysts mission, and automotive corporations are crowding showrooms with new SUV models, placing pressures on income.
The Bronco’s launch illustrates broader challenges corporations face now: merchandise underneath improvement lengthy earlier than the pandemic are rolling out right into a modified market, probably forcing corporations to remake advertising and marketing or manufacturing plans rigorously laid out years prematurely. And convincing Wrangler patrons to make the swap received’t be a simple activity, particularly with pandemic-related disruptions making it harder for car customers to browse showrooms and take check drives.