Auto Industry News: Bronco Steals Spotlight at Easter Jeep Safari, Uber & Lyft Get Desperate, and EPA Tightens Emissions as Detroit Further Embraces EVs

As the world gets back to work, Uber and Lyft drivers are hesitant to get back behind the wheel. The ride-hailing giants are turning to a massive stimulus package of their own in response. On the legislative front, the EPA warns of tougher tailpipe emissions by July, reversing cuts enacted by the Trump administration, while Ford and Chevy continue to happily embrace an all-electric future. In fact, the Blue Oval is celebrating a 74% boost to overall Q1 EV sales compared to a year ago, while the Bowtie Badge announced an all-electric Silverado is in the product pipeline.

But first, let’s turn to more traditional vehicle performance. The dust finally settled on the 2021 Easter Jeep Safari, and it appears that the new Ford Bronco is left sparkling in the sun. The resurrected off-roader inarguably stole the show, appearing in several custom forms thanks to tailored aftermarket input.

Bronco Crashes Jeep’s Party

Five Bronco concepts, designed in collaboration with RTR Vehicles, ARB 4×4 Accessories, and 4-Wheel Parts, descended upon EJS 2021 dripping in aftermarket gear that highlighted the vehicles’ have-it-your-way flavor.

The rugged off-road Ford-licensed accessories from beloved brands like Air Design USA, Smittybilt, BFGoodrich, WARN, Rigid, and Lund, showcased not only the platform’s incredibly user-friendly modular design, but also the automaker’s whole-hearted embrace of the aftermarket. For 4×4 fans, it was clear a gauntlet had been thrown: The Bronco officially marked its territory on Jeep’s stomping grounds.

“I grew up in a Ford family, worked on Broncos at a young age, and watched my dad off-road in them, so seeing the vehicle come back around has been so cool,” said Theresa Contreras, President of LGE-CTS Motorsports. “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.”

The Comeback Kid Makes a Splash

So far, things look bright for the buzzy off-roader. Reservations for the 2021 Ford Bronco opened in July 2020, and already roughly 190,000 prospective customers in the U.S. and Canada have slapped down cash for a spot in line. Even the Bronco Sport, which hit dealerships at the end of 2020, is averaging just 13 days on dealer lots. In fact, some dealers are choosing to sell demo models just to keep pace with demand.

Speaking of the baby Bronco – it too displayed some impressive off-road chops at EJS 2021. The custom build from 4 Wheel Parts took a Badlands edition model and decked it out in a full kit of overland accessories, including Rigid Lights and a Smittybilt tent and awning.

“EJS was an outstanding week,” said Lee Drew Riser, Senior Director of Marketing – Accessories at Truck Hero. “The industry and everyone who attended were just so thankful to be out and enjoying this great sport again. Nothing like a week out there to give you hope that we’re in for a great year to come.”

Riser said enthusiasts should keep an eye out for exciting new Bronco accessories from Truck Hero too, including Bushwacker Pocket Style Fender Flares and Trail Armor.

Hey drag race fans, did you know the 13th Annual NMRA/NMCA All-Star Nationals wrapped this weekend in Georgia? Click here for a round-up of all the high-speed fun.

Uber, Lyft Offering Bonuses to Hit the Road

Ready for one of the least surprising headlines of the week? Ride-hailing giants Uber and Lyft are struggling to lure back drivers in the midst of the ongoing pandemic.

Citing worker health and safety concerns, drivers say it has been difficult to enforce mask-wearing among customers without suffering poor ratings. Others simply chose not to return to the platform, taking up other jobs during lockdown like food delivery gigs. According to Mashable, app data shows the number of daily active users on Lyft and Uber’s driver-only apps for the past three months dropped 42.3% and 37.5%, respectively, compared to the previous year. “Meanwhile, over on DoorDash’s driver app, the number of daily active users went from 397,910 in January 2020 (before COVID-19) to 916,184 this past January, representing a 130% increase in active drivers,” says the media source.

As vaccinations ramp up and work-from-home orders ease, travel begins to increase as well. And with summer around the corner, the ride-hail companies are starting to sweat that there are more riders requesting trips than there are drivers available to give them. While Uber says that means “it’s a great time to be a driver,” citing current median hourly wages above $25/hour in larger markets, drivers are still slow to return.

In response, Uber and Lyft are “throwing money” at the problem, dangling attractive bonuses and pay incentives. Uber, alone, plans to spend $250 million on the initiative. Lyft said last week drivers in its top-25 markers were already earning an average of $36 per hour (including tips). The company promised to add further incentives and promos in select markets.

A little bit ironic, don’t ya think?

Keen-eyed observers may be scratching their heads, remembering Uber and Lyft’s previous big spending spree. Last year, the two companies funded the most expensive ballot measure campaign ever for the state of California – to the tune of more than $200 million dollars – to ensure its workers stay classified as independent contractors and not employees, insisting that paying out benefits would simply be too costly. After several months of arguing over compensation, to see the companies now spend even more money on big salaries and financial benefits to secure additional drivers is certainly remarkable.

We can’t quite tell if that’s a whiff of karma or just bad luck we’re smelling…

Expect Tougher EPA Emissions Rules by July, Says Biden EPA Chief

New EPA administrator, Michael Regan, announced last week that tougher fuel economy standards and tailpipe emissions will start taking effect by July, reversing Trump-era rollbacks. Insisting that economic prosperity and environmental protection can co-exist, Regan said he plans to engage business and labor communities to reach real-world compromises. However, “science, data, facts and the law” will ultimately drive decision-making, he added.

According to Reuters, the Biden administration is eager to further push back greenhouse gasses output over the next decade, placing sharp focus on methane emissions from natural gas operations and carbon emissions from the transportation and power sectors. The administration plans to unveil its 2030 targets under the international Paris Agreement to fight climate change on or before April 22.

“The EPA has a critical role to play in delivering on President Biden’s aggressive climate agenda to achieve a carbon-pollution-free power sector by 2035 and put the United States on path to a net-zero economy by 2050,” Regan said.

What’s In Store?

As part of this plan, the EPA plans to once again allow California to set its own ambitious emissions standards. The practice originally happened under the Obama administration, but met resistance during the Trump years. The rocky relationship led to 13 other states adopting standards similar to California, as well as several automakers committing to the cause. It is likely the EPA will follow California and Co.’s lead on tightening the federal emissions standards.

While Pete Buttigieg, Biden’s new Transportation secretary, was careful in his response to whether or not a federal ban would come down on ICE vehicles, EPA Chief Regan was less coy and said the agency would go where science directed it.

“We need to go as far as we can to meet the demands of the day,” Regan said. “The science indicates we have a short window in time to reverse the path that we’re on and mitigate against certain climate impacts.”

Pushing its $2.25 trillion infrastructure package, the White House released a state-by-state breakdown today that highlights the poor condition of the nation’s roads, bridges, power grids, and more. Read more here.

Ford EV Sales Up 74%

Speaking of zero-emissions, Ford reports a profitable-looking EV path. In February, the automaker announced it plans to pour $29 billion toward electric and autonomous vehicles through 2025 – nearly doubling its original investment. So far, the return has been positive. The Blue Oval reported a 74% spike in overall Q1 EV sales compared to last year. The boost has been driven largely by the Mustang Mach-E and F-150 PowerBoost Hybrid. In fact, the all-electric SUV is averaging a mere 7-day inventory turn.

Also paying off is Ford’s decision to go all-in on a light truck strategy. The automaker cut sedans from its lineup in 2018. Q1 reports show retail trucks and SUVs were up 87,883 over a year ago, fully offsetting the retail loss of 13,688 from the discontinuation of cars. Additionally, combined retail trucks and SUV sales were up 30.8 percent providing Ford with its best first-quarter performance since 2007. The arrival of the Bronco Sport at Ford dealerships has been a welcome push.

Chevrolet Confirms All-Electric Silverado

Confirming scuttlebutt from the recent Consumer Electronics Show, GM President Mark Reuss announced last week that Chevrolet will bring an all-electric Silverado to market. The pickup truck will be built at the company’s Factory ZERO assembly plant in Detroit and Hamtramck, Michigan alongside the recently-revealed GMC Hummer EV SUV.

According to the company, the full-size electric pickup will undergo a ground-up design using GM’s Ultium Platform. GM also says drivers should expect an impressive 400+ miles of range.

“The vehicles coming from Factory ZERO will change the world, and how the world views electric vehicles,” said Reuss. “Chevrolet will take everything Chevy’s loyal truck buyers love about Silverado — and more — and put it into an electric pickup that will delight retail and commercial customers alike.”

The Engine Block is your one-stop source for any and all auto industry news. Keep an eye on our weekly round-up of enthusiast coverage, product reviews, vehicle spotlights, auto show/expo features, and more. Be sure to check back Wednesday for a rundown of innovative interior accessories from quality off-road brand, Rugged Ridge.