It looks like the long wait might be coming to an end for Australian 4X4ers. After years of back-and-forth, rumours, and denials, the global boss of Ford has dropped a major hint that a factory-built right-hand-drive Ford Bronco could be on the cards for markets like Australia and the UK.
This is big news. The Ford Bronco is a bit of a unicorn in the 4X4 world outside of North America – it shares its DNA with the massively popular Ford Ranger and Everest, both of which have solid fanbases down under. Despite its clear potential, the Bronco has only ever been built as a left-hand-drive vehicle.
However, in an interview with the UK’s Car Magazine, Ford’s CEO Jim Farley said, “The big Bronco will do right-hand drive and I think it’s worth a try.” That’s a pretty bold statement and one that might mean we’re not far off seeing this iconic 4X4 on Aussie shores in a factory right-hand-drive configuration.
Why the Delay?
It’s been a bit of a head-scratcher as to why the Bronco hasn’t already been released in Australia. With the booming popularity of all things 4X4, you’d think the Bronco would be a natural fit for the market. However, one of the main roadblocks has been the challenge of justifying the expense of developing a right-hand-drive version. The Wrangler, one of the Bronco’s main rivals, only shifts around 1000 units a year in Australia, which has led to concerns about whether the Bronco could do any better.
But there’s a reason to believe it can. The Everest – a functionally very similar vehicle – is up over 250% in sales compared to last year alone. And with its Ranger-based underpinnings, the Bronco could tap into that same market, appealing to those who want a tough, capable 4X4 with a bit more retro flair.
What’s Different Now?
According to Farley, Ford is taking a different approach to vehicles like the Bronco these days. “Ford never funded enthusiast products – they were always a side business. Now with Mustang, Raptor, and Bronco, they’re our business,” he said. That change in attitude might be the push needed to get the Bronco into right-hand-drive markets. Enthusiast vehicles aren’t just niche products anymore – they’re core to Ford’s identity, and the Bronco is one of the shining stars in that lineup.
There’s also a bit of unfinished business between Ford and the Land Rover brand. With Land Rover now owned by Indian company Tata, Farley hinted that Ford might want to go toe-to-toe with the legendary British marque, suggesting that bringing the Bronco to the UK – and by extension Australia – is part of a broader strategy to challenge Land Rover’s dominance in the off-road space.
When Can We Expect It?
Unfortunately, Farley didn’t provide a concrete timeline for when a right-hand-drive Bronco might become a reality. It’s likely still in the early stages of consideration, and selling the vehicle in places like the UK and Australia would require building right-hand-drive models in the same factory that currently produces left-hand-drive versions for the U.S. market. This is a different approach from what we’re seeing with the F-150, which is being re-manufactured into right-hand-drive for the Australian market.
That said, there’s plenty of reason to be optimistic. Ford has been open about reviewing the Bronco’s potential for Australia for years, and now that the F-150 right-hand-drive program is up and running, we might see some momentum build behind the Bronco as well.
Could the Bronco Succeed in Australia?
There’s little doubt that a right-hand-drive Bronco would stir up interest in Australia’s 4X4 community. The Bronco’s heritage, capability, and rugged styling make it a direct competitor to the Jeep Wrangler and Land Rover Defender, both of which have loyal followings. But while those two brands have established reputations, Ford’s aggressive marketing of the Ranger, Everest, and Raptor has given it a lot of cred with Aussie 4X4 fans.
In short, if Ford can get the Bronco right-hand-drive and offer it at a competitive price, it could absolutely make a splash down under. It’s already a proven performer off-road, and with the massive popularity of the Ranger, there’s a built-in audience that’s likely ready to pounce on the opportunity to own a Bronco.
So, if you’ve been holding off on importing a left-hand-drive model or waiting for an official announcement, it looks like there’s finally some light at the end of the tunnel. Stay tuned – the Bronco might just be ready to hit Aussie tracks sooner than we think.
