Bronco truck is DEAD

[KurtP]

Theyre killing the Bronco truck because they know it wont sell. in a few more years, we’ll be back to the Tacoma as the only midsize truck available again.

mid size trucks just dont sell the way fullsize trucks do.

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[ACAD_Cowboy]

Mid sized trucks don't sell because there aren't enough of them. They also don't sell because the CAFE standards are slanted towards the biggest of the big trucks. Remember back in the 90's to early 2000's when suddenly everyone had a large SUV or truck because of the tax gap? CAFE is doing the same thing in a different way.

Fuel economy and emissions standards for smaller vehicles are much more restrictive that those of larger vehicles. The manufacturers have successfully argued that cleaning up a 1 ton is far harder and more expensive than a small 2+2 AND since these restrictions would limit its usefulness for commerce, should not be done. And so they don't, even though the average fleet age and lane miles drives far exceed those of smaller more efficient vehicles.

So we have this dinosaur fleet of old work trucks swilling fuel and farting out co2 and soot like an old hound and the industry keeps cranking them out because the regulations base the formula on an area rule, the larger the body footprint of the truck the lower the requirements it needs to meet. They will tell you there are no incentives to be had on JL and JT but will step on their own dick to give you thousands off if you want to buy a dualie. Go figure.

So with the mid size trucks, they have to be better and cleaner because they are smaller and only really appeal to "guys who only need some truck, some of the time" etc etc and all the other reasons not to build them but the reality is the manufacturers don't want them because they siphon big dirty truck sales, those same trucks that are allowed to be dinosaurs because they are dirt cheap to build, have long model lives and can be produced fast and cheaply optioned and still sell.

There was a time that you could buy a 1/4 ton from ford, chevy, gmc, dodge, jeep, toyota, nissan, isuzu, mitsubishi and volkswagen in addition to big trucks from ford, chevy, gmc, dodge plus medium duty from ford, chevy, gmc and dodge.

So blame CAFE, the chicken tax, tax loopholes, commanding road vision, the canyonaero... the current us market doesn't want to allow small trucks with one hand while then blaming slow or weak sales for a lack of options on the other hand.

Frankly this is where Ford discussing a shift back to build to order makes sense. If you could order a compliant vehicle from the global catalog, would you? With the ability to make short run pieces faster, what's to stop a push back in time to the days of an options sheet and a dollar value. Way back in the dawn of time a man ordered a Camaro convertible from what was then Pace Chevrolet, a green camaro with the RS and SS groups plus the Z28 handling group; green with white stripes, black top and a hounds tooth interior. Done deal, took 12 weeks to come in and it looked ridiculous with the little luggae rack but as he told me, gotta put the golf clubs somewhere right?

Point is the manufacturers are fat and happy filling lots with high option vehicles that they make a lot of money from and we get stuck being told what we want and why. Dealers make their real money off the back end and don't really care how they separate you from your money and both they and the manufacturers understand that right now, too many little trucks from one manufacturer won't help move units.

 

[Dryfly24]

Theyre killing the Bronco truck because they know it wont sell. in a few more years, we’ll be back to the Tacoma as the only midsize truck available again.

mid size trucks just dont sell the way fullsize trucks do.

The Tacoma does alright and it’s not even that great of a truck. You just have to make something people want and like at a price they’re willing to pay butI think the Gladiator did well because it isn’t just a truck. It’s a truck and a Jeep. It’s it in its own niche.

It’s not really competing in the mid sized truck market or with the Tacoma. I think it’s created its own category. If they made a Bronco truck similar to the Glad I think it would appeal to the same buyers. You’re not gonna get the people looking for a mid sized truck. You’re gonna get the people looking for a new toy.

 

[KurtP]

The Tacoma does alright and it’s not even that great of a truck. You just have to make something people want and like at a price they’re willing to pay butI think the Gladiator did well because it isn’t just a truck. It’s a truck and a Jeep. It’s it in its own niche.

It’s not really competing in the mid sized truck market or with the Tacoma. I think it’s created its own category. If they made a Bronco truck similar to the Glad I think it would appeal to the same buyers. You’re not gonna get the people looking for a mid sized truck. You’re gonna get the people looking for a new toy.

tacoma has the name and thats more important than performance in sales.

building this truck intentionally for a niche market of toy buyers is why it is going to fail long term. Mid size trucks dont sell Long term as a general rule. Its why they always come and go. Toys come and go, depreciate heavily, and only sell during fat years. Fat years are about up in the USA again, and manufacturers are going to tighten the belts of production down to the things that can still sell. Midsize trucks other than the tacoma wont be things that stay.

dont get me wrong, i like the Glad. Its a great mid size truck for the outdoorsman. But it isnt marketed nearly as well as the Toyota is, and is unlikely to survive long term.

 

[Dryfly24]

tacoma has the name and thats more important than performance in sales.

building this truck intentionally for a niche market of toy buyers is why it is going to fail long term. Mid size trucks dont sell Long term as a general rule. Its why they always come and go. Toys come and go, depreciate heavily, and only sell during fat years. Fat years are about up in the USA again, and manufacturers are going to tighten the belts of production down to the things that can still sell. Midsize trucks other than the tacoma wont be things that stay.

dont get me wrong, i like the Glad. Its a great mid size truck for the outdoorsman. But it isnt marketed nearly as well as the Toyota is, and is unlikely to survive long term.

Again, the Gladiator does not and cannot compete with the Tacoma. It’s about price. My son wanted a small pick up for his household chores as well as something economical to drive to work. He bought a Tacoma for less than 30k. It has nothing to do with name. He didn’t even consider a Gladiator.

The Gladiator isn’t selling to young home owners who want to use it for runs to home depot. It is in its own small niche market. That niche will always be there.

 

[Challenger85]

The Gladiator isn’t selling to young home owners who want to use it for runs to home depot.

Hmm. I’m 36 and that’s what I want it for lol. But also for a fun convertible weekend toy as it isn’t a daily driver.

 

[ShadowsPapa]

Hmm. I’m 36 and that’s what I want it for lol. But also for a fun convertible weekend toy as it isn’t a daily driver.

Please explain why it isn't a daily driver.
Mine is. It didn't buy it for that - I bought it because I decided I didn't need (NEED being the key word here) a large truck to do most of what I do. As long as it could pull my car hauler, why do I NEED a full-sized huge truck? My Silverado took up a lot of room - it's wider, longer and more bulky and couldn't make sharp turns, was cumbersome in the parking lots at home centers (or Walmart, etc.) and sat most of the time because of fuel economy and it being so big and bulky. About 6500 miles a year average over the 8+ years I had it. I wanted something more versatile, smaller, easier to park and store.
I figured it being a truck it would sit and I'd keep my 7500 miles or less a year massive insurance discount. I was wrong......... my other vehicles sat, including a WJ, an SX4 and a Javelin - each of which I was putting some miles on every year. WJ got a lot of miles put on it the year I bought it from Dad's estate, my Eagle used to get 7,000-9,000 miles a year.
Now the last 2 years I've put maybe 300 miles on it and I sold the WJ - because the JT is so nice to drive, comfortable as heck, great on the highway, a good trip vehicle and it's safe. And - it so far has done everything I've asked of it, including hauling thousands of pounds of landscape block, sheets of plywood, 6" field tile, and more. It's even taken my family out to eat when my son came up from Florida and his wife and son flew back from Korea to visit us. They all thought it was nice, comfortable, and both my son and his wife said "this has more room in the back than your other truck did" as far as leg room and comfort.
So for me, the JT has turned into a daily driver. Not as many miles as a lot of forum members as I'm retired and mostly work from home now - but when I go somewhere, I hop in the JT. My wife likes taking it to church and for shopping (she likes to keep the miles off her Jeep and I've already blown the 7500 per year discount anyway)

 

[Dryfly24]

Hmm. I’m 36 and that’s what I want it for lol. But also for a fun convertible weekend toy as it isn’t a daily driver.

Yes, it is a crossover and can serve that purpose. I wanted a Jeep but needed a pick up. Perfect choice for me.

But if that’s all they want, the vast majority of people in your position will buy the Tacoma for a lot less money.

 

[redriderjf87]

dont get me wrong, i like the Glad. Its a great mid size truck for the outdoorsman. But it isnt marketed nearly as well as the Toyota is, and is unlikely to survive long term.

That's a great point. I think I've seen the Gladiator once for a couple seconds at the end of a general Jeep commercial, but other than that, haven't ever really seen the Gladiator shown on TV. I'm sure most people don't even know it exists unless they see one out in the wild.

The Gladiator isn’t selling to young home owners who want to use it for runs to home depot. It is in its own small niche market. That niche will always be there.

I get what your point is on price, but I would say that a lot of people buy full sizes for runs to Home Depot for 2x4's. I agree with you on mid-sizers though, as a Colorado WT owner.

 

[Dryfly24]

I get what your point is on price, but I would say that a lot of people buy full sizes for runs to Home Depot for 2x4's.

Of course they do, I’m not talking about them. I’m specifically talking about the young crowd that the Tacoma appeals to.

Prior to my Gladiator I bought a Tacoma myself. I hated it. I went to the Tacoma from a Tundra - which I loved. I bought it brand new in 2008 before trading it in on the Taco In February of 2019. The Tundra had power, was roomy and very comfortable. Drove great on the highway but it was a gas guzzler.

Once I retired, I realized I didn’t need all the power and size of a full sized truck so started Looking at the midsized offerings and bought the Taco.

Like I said, I wasn’t happy with it. Felt like a kid’s toy to me. I could go on about the myriad reasons I didn’t like it but that’s niether here nor there for the purposes of this discussion.

Traded it in for my Glad and couldn’t be happier now. Gladiator fills every need and then some for me.

 

[redriderjf87]

Of course they do, I’m not talking about them. I’m specifically talking about the young crowd that the Tacoma appeals to.

For sure, I figured that much, which is what I meant the 2nd sentence for.

 

[Challenger85]

Please explain why it isn't a daily driver.
Mine is. It didn't buy it for that - I bought it because I decided I didn't need (NEED being the key word here) a large truck to do most of what I do. As long as it could pull my car hauler, why do I NEED a full-sized huge truck? My Silverado took up a lot of room - it's wider, longer and more bulky and couldn't make sharp turns, was cumbersome in the parking lots at home centers (or Walmart, etc.) and sat most of the time because of fuel economy and it being so big and bulky. About 6500 miles a year average over the 8+ years I had it. I wanted something more versatile, smaller, easier to park and store.
I figured it being a truck it would sit and I'd keep my 7500 miles or less a year massive insurance discount. I was wrong......... my other vehicles sat, including a WJ, an SX4 and a Javelin - each of which I was putting some miles on every year. WJ got a lot of miles put on it the year I bought it from Dad's estate, my Eagle used to get 7,000-9,000 miles a year.
Now the last 2 years I've put maybe 300 miles on it and I sold the WJ - because the JT is so nice to drive, comfortable as heck, great on the highway, a good trip vehicle and it's safe. And - it so far has done everything I've asked of it, including hauling thousands of pounds of landscape block, sheets of plywood, 6" field tile, and more. It's even taken my family out to eat when my son came up from Florida and his wife and son flew back from Korea to visit us. They all thought it was nice, comfortable, and both my son and his wife said "this has more room in the back than your other truck did" as far as leg room and comfort.
So for me, the JT has turned into a daily driver. Not as many miles as a lot of forum members as I'm retired and mostly work from home now - but when I go somewhere, I hop in the JT. My wife likes taking it to church and for shopping (she likes to keep the miles off her Jeep and I've already blown the 7500 per year discount anyway)

lol I just meant it isn’t my daily driver because I have a work van.

Yes, it is a crossover and can serve that purpose. I wanted a Jeep but needed a pick up. Perfect choice for me.

But if that’s all they want, the vast majority of people in your position will buy the Tacoma for a lot less money.

That’s probably true. I bought it for fun, it’s a toy for me. I’m lucky that I don’t have to abuse my cars during weekday traffic or choose my vehicles based on fuel economy or children.

 

[ShadowsPapa]

lol I just meant it isn’t my fault driver because I have a work van.

OH, I took it another way as if it wasn't the sort that could be.
That makes perfect sense!

Being retired and old, my kids are grown and gone and each have a kid of their own. Now THEY have to worry about car seats, safety, and avoiding nasty traffic. Luckily, even though one is in Florida, he doesn't have to get into the nasty FL traffic very much. He works over the internet and has met his boss of over a year just once. They don't live too far from much of what they might need and when my daughter-in-law goes somewhere, she flies.
My other son - who the hell knows but from the looks of his daughter and wife - he's in China.

Another reason my cars sit much of the time - I don't like the risk driving around Des Moines. Even people from other states complain.
The JT can be fixed or replaced - the other vehicle - no way.

 

[Challenger85]

OH, I took it another way as if it wasn't the sort that could be.
That makes perfect sense!

Being retired and old, my kids are grown and gone and each have a kid of their own. Now THEY have to worry about car seats, safety, and avoiding nasty traffic. Luckily, even though one is in Florida, he doesn't have to get into the nasty FL traffic very much. He works over the internet and has met his boss of over a year just once. They don't live too far from much of what they might need and when my daughter-in-law goes somewhere, she flies.
My other son - who the hell knows but from the looks of his daughter and wife - he's in China.

Another reason my cars sit much of the time - I don't like the risk driving around Des Moines. Even people from other states complain.
The JT can be fixed or replaced - the other vehicle - no way.

Lol yeah I could see how it could be taken that way. That’s exactly why my Challenger sat, I was scared to damage it. What else do you have?

 

[ShadowsPapa]

Lol yeah I could see how it could be taken that way. That’s exactly why my Challenger sat, I was scared to damage it. What else do you have?

82 Eagle SX4 Sport with 94 ZJ 4.0 engine - was a daily driver, turned into a show car. Mint.
73 Javelin Pierre Cardin edition - the previous owner made a mess of things, I'm trying to rectify things. It's had a rough life but looks nice.

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