The Ford Bronco was discontinued primarily due to a significant shift in American consumer preferences towards larger, more versatile four-door sport utility vehicles, leading Ford to replace it with the four-door Expedition.
By the mid-1990s, the automotive market was evolving rapidly. Consumers were increasingly looking for vehicles that offered more interior space, easier access for passengers, and greater cargo capacity, moving away from the traditional two-door SUV design.
Key Reasons for Discontinuation
- Changing Consumer Tastes: The primary driver for the Bronco's discontinuation was a fundamental change in what American consumers wanted from their SUVs. The demand for compact, two-door utility vehicles diminished as families sought more practical and spacious options. The two-door configuration of the Bronco, while iconic, became less aligned with mainstream family needs.
- Introduction of the Ford Expedition: To cater to these evolving market demands, Ford strategically introduced the Ford Expedition. This new model, launched as a full-size, four-door SUV, directly addressed the growing consumer desire for vehicles with:
- Increased passenger capacity and comfort.
- Easier rear-seat access.
- Greater cargo volume.
- A more modern and family-friendly appeal.
The Expedition effectively filled the void created by the changing market, offering a superior alternative to the two-door Bronco.
End of an Era
The last Ford Bronco officially rolled off the assembly line on June 12, 1996, at Ford's Michigan Truck Plant. This marked the end of the Bronco's original production run, making way for the four-door Expedition to become a new cornerstone of Ford's SUV lineup. While the Bronco's discontinuation disappointed many enthusiasts, it was a strategic move by Ford to adapt to the changing landscape of the automotive industry and meet the burgeoning demand for larger, more family-oriented SUVs.
