2021 Ford Bronco: The Aftermarket’s New Darling

Wrangler purists and Bronco diehards are bound to disagree on, well, just about everything. Most differences are subjective – wheelbase, suspension, powertrain, tech integration, off-road hardware and, thus, overall usability and value – but there’s one fact Jeep nation can’t argue…

With certainty, the Bronco and Bronco Sport are going to shift the auto-buying market and slice open the aftermarket in a way that hasn’t been achieved since the Jeep Wrangler JK made its debut a decade prior.

Ford was laser accurate in its design and execution of the Bronco. So much, in fact, consumers are willing to suffer through extended production delays and high demand. “It’s an exciting and heavily marketed new product that strikes a nostalgic chord with Ford fans, offering an option for consumers who want to set themselves apart,” said Robert Abram, Senior Manager of Product Planning at Yokohama Tire Corporation. “I have to believe that it can’t help but to pull from the Wrangler, at least initially.”

Reservations for the 2021 Ford Bronco opened in July 2020, and approximately 190,000 prospective customers in the U.S. and Canada have secured their spot in line, according to the automaker. While the Bronco temporarily sits idle due to production issues exasperated by the coronavirus pandemic, the Sport – released at the end of 2020 – is selling faster than dealerships can snag inventory. Such demand helped secure Ford’s best retail start in 20 years, with SUV retail sales up 37% in Q1.

Buckle up, because it’s game on!

“The battle between Wrangler and Bronco will be one for the ages,” affirmed Greg Higgs, owner of Fab Fours. “The OEMs will be advertising and innovating like crazy to dominate each other in market share, with the end result of those efforts leading to an expansion of that market size. Not because more people are heading to the off-road trails, but because more people choose one of those two platforms for their new vehicle.”

According to Sara Morosan – Vice President of LGE-CTS Motorsports in San Dimas, CA and lifelong off-road aficionado – the Bronco may have to elbow its way past the Wrangler, but it should have little trouble clearing the Toyota 4Runner from its path.

“The 4Runner market doesn’t have a real luxury side, which is something people complain about,” she explained. “Meanwhile, the Bronco has a great interior. Sitting in it for five minutes makes it clear: this rig is way more comfortable.”

Aftermarket Excitement

Whether or not there’s a new leader in off-road and overland adventure is yet to be seen. In the aftermarket, however? Well, the near-rabid level of excitement raises less uncertainty.

The Bronco’s modular design presents umpteen opportunities for customization – igniting a creative fire for innovators like Fab Fours, sparking support from shops, and offering consumers a viable choice that stacks up against the seven-slot nation.

Off-road enthusiasts lead the charge for aftermarket customization. “Not only do these customers drive some of the most accessorized vehicles on the road, but they also set many of the restyling trends adopted by less adventure-minded consumers,” said Billy Longfellow, VP of Design and Engineering at Air Design USA. “With the Bronco and Bronco Sport, Ford has an incredible opportunity to capture a very large and diverse market.”

Professional Milestones

You’d be hard pressed to find an automotive aftermarket professional who is more enthusiastically in-tune with the Bronco platform than Theresa Contreras, President and co-owner of LGE-CTS Motorsports. With unwavering support of the truck and off-road community and an award-winning flare for design, Contreras served four years as a panel expert during the Bronco’s development.

“I may have screamed a little bit when I received that call – not going to lie,” she laughed.

Playing a critical role in the form and function of the Bronco is a professional milestone and a feeling of personal pride for Contreras, who came of age wheeling on the California trail. “I grew up in a Ford family, worked on Broncos early on, and watched my dad off-road in them, so seeing the vehicle come back around has been very cool,” she said. “It’s always had that legendary status, especially because it always seemed outnumbered 20 to 1 on the trail. I can’t wait to see how it changes the dynamic – both for Ford lovers who are excited for its return, and for newbies who haven’t been in this market before.”

Group Effort

Versatility and technological advancement continue to be driving factors in the ultimate success or failure of a platform. For Contreras, she believes the expert panel was on point with its insight and recommendations – effectively giving consumers everything they could want (and more) in a modern 4×4.

Featuring an abundance of creature comforts for daily driving and serious off-road chops to tear up the trail on the weekend, the Bronco is expected to dazzle prospective buyers when it finally lands on dealer lots.

There’s also something to be said for the marketing value in a top-down experience. Just look at the ever-expanding “moon roofs” on modern SUVs for proof that American consumers are more than willing to pay extra for less sheet metal.

“It was funny, because when Ford was showing us how they made the panels easy to remove – so you can take them off for the weekend, and then put them back on – they asked us if a feature like that was going to hurt the aftermarket,” said Contreras. “What?! Are you kidding?! It’s going to help the aftermarket! You’re doing all the engineering for us to improve upon even further. It will be our bad if we don’t come up with new ways to work with that.”

Engineering Challenges

While the Bronco spells opportunity, such potential doesn’t come without hurdles. Advanced technology, complex electronics, and an independent suspension system all create some pain points for aftermarket manufacturers, “but the Bronco is just teasing our industry with a challenge that only inspires us to come back with something even better,” affirms Morosan, drawing upon her experience as an accomplished industry advocate and SEMA committee member.

In the age-old argument of straight axle vs independent suspension, hardcore off-roaders bet the house on a straight axle every time – it’s what they know, it’s what they wheel, it’s what they trust.

“Since the Bronco does utilize an independent front suspension, I think we’ll see a lot of suspension development in order to know if IFS can be as capable on the trail as a solid front axle,” added Andy Lilienthal, Strategic Communications Manager at WARN Industries.

Admittedly, as a life-long Jeeper, Morosan also expressed preliminary trepidation of the Bronco’s IFS, “but the Bronco has the ability to make believers out of non-believers,” she stated.

As a regular on the Ultra4 scene, Morosan points to the record number of racers converting their rigs to independent suspension setups, a move previously deemed sacrilege. However, due to incredible technological advancements, such a conversion is now more commonplace.

New Customers

Ultimately, the proof is in the pudding. While many industry pros share Higgs’ and Abram’s view that the Bronco will expand the existing off-road scene – rather than birth a new segment – Morosan has higher hopes.

“I believe the Bronco will bring a new wave of enthusiasts who never even thought about off-roading [and overlanding] before,” she said. “It’s actually the one thing I’m really excited about – a whole different world of people joining our lifestyle.”