Ford is re-introducing vehicles branded Bronco. This was an early consumer-available four wheel drive that came out around 1966. The model was popular through it's entire production run in several generations. It was discontinued in 1996 because Ford came out with newer design SUV types.
Now the Bronco is coming back. Ford is placing a big bet on this. They believe the value of the brand name Bronco will be very important in the success of this model. There is a lot of promotion, advertising and hype that will be going into this effort. I hope they are right.
I'm now thinking of another highly promoted and hyped Ford model that didn't do so well. That was the Edsel. Huge amount of market research, advertising and general hoopla went along with that. Lots of promo money was spent. It was a huge flop. It didn't help that the car was introduced into a recession.
So the new Bronco has a couple of similar things going on with it common to the Edsel effort. The huge promotion based on assumptions, and going into the recession. The new Bronco has already been delayed due to the virus. We can hope for the best.
I wonder about Ford's reliance on brand value for the success of the new Bronco. The original Bronco was technically very simple compared to any current production vehicle. Original, early Broncos do generate a lot of enthusiasm and values of same are very high. Which is one reason they generate so much interest, their value! The new Bronco will be two lines. A smaller Bronco Sport, and a larger senior Bronco. I've read that the Sport will start at $30K plus, you know they will be more than that with better equipment. I haven't read any forecast about how much the larger Bronco will go for.
I also wonder at the following. Price of company shares. Ford is trading at something over $5 per share at present. At a time when the market has gone nuts. Compare that to Tesla, with share prices of about $1,540. Ford owns factories, land, machinery, famous brands, etc. Has been in business for over 100 years. Tesla makes cars in tents, has been in business for only a few years. I simply don't understand this dymanic.
Now the Bronco is coming back. Ford is placing a big bet on this. They believe the value of the brand name Bronco will be very important in the success of this model. There is a lot of promotion, advertising and hype that will be going into this effort. I hope they are right.
I'm now thinking of another highly promoted and hyped Ford model that didn't do so well. That was the Edsel. Huge amount of market research, advertising and general hoopla went along with that. Lots of promo money was spent. It was a huge flop. It didn't help that the car was introduced into a recession.
So the new Bronco has a couple of similar things going on with it common to the Edsel effort. The huge promotion based on assumptions, and going into the recession. The new Bronco has already been delayed due to the virus. We can hope for the best.
I wonder about Ford's reliance on brand value for the success of the new Bronco. The original Bronco was technically very simple compared to any current production vehicle. Original, early Broncos do generate a lot of enthusiasm and values of same are very high. Which is one reason they generate so much interest, their value! The new Bronco will be two lines. A smaller Bronco Sport, and a larger senior Bronco. I've read that the Sport will start at $30K plus, you know they will be more than that with better equipment. I haven't read any forecast about how much the larger Bronco will go for.
I also wonder at the following. Price of company shares. Ford is trading at something over $5 per share at present. At a time when the market has gone nuts. Compare that to Tesla, with share prices of about $1,540. Ford owns factories, land, machinery, famous brands, etc. Has been in business for over 100 years. Tesla makes cars in tents, has been in business for only a few years. I simply don't understand this dymanic.
