Good morning! I’m off to a Volvo event this morning and then, tomorrow, I’m off to a Ford event. What that Ford event is going to be about has been a bit of a secret up until now, although it was clear it was somehow about the Ford Bronco. Now I’ve got a better picture thanks to Ford Europe, which just announced some sort of new, smaller Ford Bronco. Jimny-fighter? Avenger-fighter? Ford also has a bunch of rally-inspired vehicles? It’s wild.
The Morning Dump does not keep a dream journal, because The Morning Dump is merely a concept. However, if The Morning Dump were capable of such thoughts, the announcement that Ford is doubling down on Europe with new products would be in there. Also, Acura as a hybrid-only brand might also make the list. California putting a lot of money into medium- and heavy-duty electric trucks probably wasn’t on there, but it sounds like a good idea.
And, finally, as I mentioned above. I’ll be meeting with the leadership of Volvo, including the CEO today; what do you want to know?
Is This A Jimny Or An Avenger?
Rather than give up Europe, Ford is coming back with an onslaught it calls Ready-Set-Ford. There’s a lot of interesting announcements here:
Ford has more than a century of racing heritage particularly in the world of rally, Europe’s native racing format. Combining that off-road DNA with on-road performance, Ford will create rally-bred vehicles tailored to Europe. Ford’s new European lineup will deliver multi-energy vehicles where thrill and adventure coexist with control and precision – built to handle the unique challenges of Europe’s alpine passes, cobblestoned streets, and winding roads.
By the end of 2029, Ford will launch five all-new passenger vehicles, made in Europe for Europe:
New member of the global Bronco family comes to Europe: This new multi-energy member of the global Bronco family is a rugged compact SUV confirmed for production at Ford’s plant in Valencia, Spain, from 2028.
The Electric Hatch: This new small electric vehicle combines distinct design with Ford’s signature driving dynamics – injecting “race to road” capabilities into the B-segment.
The Small Electric SUV: A dynamic, fully electric small SUV carrying the same rally-bred design language and drive dynamics in an urban-friendly package.
Two Multi-Energy Crossovers: Two additional rally-bred crossover models will complete the new line-up by the end of 2029.
European Fords! Rally! It sounds like we’re getting the band back together.
The most relevant for Americans is this, though:
New member of the global Bronco family comes to Europe: This new multi-energy member of the global Bronco family is a rugged compact SUV confirmed for production at Ford’s plant in Valencia, Spain, from 2028.
The Bronco Sport already exists, so the theory is it has to be smaller than the Sport. Ford dealers in the United States are going to get an EV truck to fill the sub-$30k space vacated by the Escape, but clearly want and need something non-EV. Thus the “multi-energy” smaller Bronco (presumably hybrid, but maybe also EREV).
That’s a fascinating concept, and it could go one of two obvious ways. The first is the Suzuki Jimny, a car everyone loves but no one, it seems, can actually buy. That would make me insanely happy, but I sort of doubt it.
More likely is something that’s more like a Jeep Avenger or, dare I say, the affordable Dacia Duster. This is one level down from the Bronco Sport and more sized like the doomed Ford EcoSport. This is likely to be also announced in some form tomorrow by Ford.
Ok, so what about the other stuff? The B-Segment stuff is probably a Fiesta-sized hatch and Puma-sized crossover. Cool. The rally-bred hybrid crossovers are… a new Puma? I don’t know. Is this the time for Ford to finally bring back the name “Escort?” Dare to dream.
Acura To Go Basically Full Hybrid
Never go full… actually, maybe do go full hybrid. That sounds like where Acura is going with its new Hybrid vehicle, at least according to this Automotive News article.
[T]he Honda and Acura brands will take different paths on the future of gasoline powertrains.
For the mainstream Honda brand, internal combustion engines will be an important means of maintaining competitive pricing, especially in entry-level segments. The company plans to offer next-generation variants on a case-by-case basis to protect market share.
In contrast, Acura is expected to move more aggressively toward near-universal hybridization, with gasoline-only models becoming a “lower priority,” Robinson said.
“In the luxury segment … we’re already seeing a very high percentage of hybrids,” he told Automotive News. “We are expecting an even higher percentage of electric vehicles in the luxury segment going forward.”
I’m here for it.
California Puts $1 Billion Into Heavy EV Trucks
I was excited, conceptually, for Bollinger Motors and its medium-duty electric truck. Given the duty cycle of most of these vehicles, it seemed like a good idea. It didn’t work out for Bollinger, but maybe it can work out for someone, and California is hoping to find that someone with $1 billion.
Per the San Diego Union Tribune via The Detroit News:
Gov. Gavin Newsom has announced that California has launched a $1 billion rebate program to boost the sales of electric medium‑ and heavy‑duty trucks, using money from the state’s Low Carbon Fuel Standard program.
The rebates run $7,500 to $120,000 and can be applied toward the purchase of new electric medium‑ and heavy‑duty commercial vehicles, including drayage trucks, electric semis, box trucks, delivery vans and other fleet vehicles.
Is this going to encourage some new companies to get back into this space?
What Do You Want To Know From Volvo?
I’m at a Volvo event in the United States this morning to see the new EX60 in person, but at lunch we’re going to be chatting and I can ask some questions. What do you want to know?
What I’m Listening To While Writing TMD
It’s Skin Cancer Awareness Month and our friends at XPEL are celebrating with National Don’t Fry Day, so I’m going to do a week of beach songs, starting with The Beach Boys and “Kokomo.”
Observed annually on the Friday before Memorial Day, National Don’t Fry Day raises awareness about the dangers of ultraviolet (UV) radiation and promotes sun-safe habits as Americans head into summer. In recognition of the occasion, XPEL is offering 15% off automotive window tint installations at participating authorized dealers and company-owned stores across the U.S. on May 22 only.
The Big Question
What should the little Bronco be?
Top photo: Ford
Not a Jimny. Had the opportunity to drive one for a week in Iceland. Case of don’t meet your heroes. Plus: handled f (mountain) roads without a problem. Cons: Practically everything else. Loud, rough riding, and geared far too low. I understand if off and backroads are all you plan do in it, go ahead. But on everyday driving on regular roads or highways, no thanks. Makes my Wrangler feel like riding in a Lexus.
Lucky, I had a diesel kia sportage with studded tires in Iceland. I would have had more fun in the Jimny and possibly gotten through the snow drifts better.
We ended up with a Duster because we needed a little more room, and that was a pretty solid ride.
Makes sense with the Jimny, though. Getting away from Reykjavik the road speeds are high and the cross winds are brutal.
If it is a smaller Bronco, just call it the Bro.
Ronco. Oh wait, that name’s taken.
It slices! It dices!
Set it, and forget it!
It Juliennes!
I can picture the marketing for the accessories now: “But wait – there’s more!”
How much would you pay? But wait, it’s more!
Help Me Mr. Popeil
https://www.youtube.com/watch?v=HFHqTzeIuKE
It’s interesting to think about that even with today’s off road everything, suv, cuv craze there used to be an entire category of vehicle that I just cannot picture anyone offering right now. I’m talking about the sub compact off roaders, specifically 2 door off roaders, the Samurai, the Tracker, the 1st Gen Rav4, or even the Suzuki X-90. Even with off road as hot as it is, I simply cannot see any automaker selling anything like those vehicles today, whatever this Bronco thing is might be the closest,but I doubt it will be anything like the vehicles listed.
Mahindra would like to enter the chat.
That said, I agree there’s no way Ford would enter that space.
I mean I still can’t belive the X-90 was a vehicle that was ever produced, but it is certainly confined to that time period.
Curse you Matt, for putting up a song that I don’t even need to hear to get it stuck in my head. And not in a good way.
Years ago there there was another popular ear worm that would set my wife off every time she heard it. I told her the only thing she could do was Let It Go.
I just watched the John Oliver Structured Settlement episode and I’ve got the damn JG Wentworth song in my head. I’d gladly take Kokomo.
It makes me wanna go to Aruba or Jamaica. Maybe Bermuda or Bahama. We’ll see.
I’m going to make my prediction: Thursday is Rock Lobster day.
It’s ironic that the luxury buyers who are the people who could most afford paying for extra gas for a lower-mpg vehicle are also the people who can best afford the extra $1500-$3500 for a hybrid version, or $5000 and more for an EV.
It also makes sense though, smooth & silent is a premium experience. Hybrids are very good at that.
Especially when it’s replacing a decidedly nonpremium belt CVT.
They’re also more likely to have a fully-enclosed garage, the cheapest and most convenient place to charge an EV.
Volvo – Wagons, where are the wagons!!!
Reliable, but we all see the badge that’ll be on the nose, so that ain’t happening.
Fawker Only Runs Downhill.
Aside from the 1.5Ls and some very early models the new Bronco and Bronco Sports have been fairly reliable. Certainly moreso than their jeep competitors.
I always thought that Beach Boys song was about a city that exists 60 miles due north of Indianapolis.
As a kid growing up within 5 miles of Kokomo, IN, that was an amusing, and very much played/talked-about song.
We did seem to be missing the sandy beaches and sun though…
I feel I must note that the Kokomo High School athletes are called the Wildkats.
A woman I dated in college loved the song, so I drove down there and bought her a t-shirt from the real place.
The Beach Boys had a song extolling the virtues of Salt Lake City, so why not Kokomo, IN.
https://www.youtube.com/watch?v=221SBrizxEw
It actually sounds like the Focus is returning to Europe, this time as an EV. Would that it would be an Escort, or for a real flier, a Falcon, but I’m betting Focus.
Careful what you wish for, lest the Escort nameplate receive the same desecration as the Capri
Thanks, MH. Upon seeing the WORD “Kokomo,” I immediately had to put on Anthrax to prevent the Beach Boys from immediately gaining all my mental territory.
Why not “I Get Around?”
I thought that was used for STD awareness week.
Oh no, there’s a more on the nose version of the song for that
But that’s not radio friendly.
Melvins always get a smiley.
Wouldn’t it be nice if Volvo
Make a wagon, what takes so long?
Why not let’s forget that the Boys of Beach ever happened? Can we all just agree to do that?
Without the Beach Boys we wouldn’t have Wilson Phillips .
Like many – Volvo! Where is my PHEV wagon? Just good old 2 wheel drive, and an upright hatch.
The Pacific northwest vampire population agrees with you.
I join my blood sucking fellow residents.
Are we sure the “rugged, compact member of the Bronco family” is not just the next generation of the Sport?
It’s been around since 2021, so 2028 is probably about the time for a new model.
I would not jump to the assumption that it’s a new *subcompact* SUV.
I mean they literally said compact and not subcompact
Right, and the Sport is compact.
Something smaller doesn’t make sense given the wording.
TBQ – L’il Bronky
What should the little Bronco be?
An EREV and affordable and sold here.
I want you to pester Volvo to bring back a square-back wagon.
For whatever reason today’s morning dump gives me a slightly optimistic feeling. I think it’s optimism, been a long time.
So the Valencia plant currently makes the “Compact SUV” Kuga (Escape over here) which is the same platform as the Bronco Sport, which is now due for a refresh, so I’d wager they’ll be getting a Bronco Sport Hybrid like the Maverick Hybrid (also same platform)
As a die-hard wagoniste who also lives in an area where visible cargo inside your car—or even a closed cargo cover that may or may not be hiding something—means your windows have a high likelihood of being broken, I’d love the practicality of a wagon married to the security of a frunk, as a well-packaged EV wagon could provide. Nobody’s done this yet. My question for Volvo: why aren’t you, of all brands, owning this space?
Otherwise, I guess I’m shopping for a Squareback or a Corvair Lakewood.
The littlest Bronco should be a Jimny clone and they can call it the Bronco Short. Or Shorty.
Kokomo? Of all the hundreds of better Beach Boys songs, that’s what you picked? I’m guessing that’s the only Beach Boys song that was ever in regular radio rotation during your lifetime. Not even car themed. Yes, I’m old.
Bronco Lil’ Buck.
Zero bucks given
Every time I hear the word “Kokomo” I think of the infamous George Brett Youtube video of him telling the story of eating at Kokomo’s in the Las Vegas Mirage. The crab legs Brett ate gave him food poisoning and a memorable anecdote of his body’s prolific reaction in the Bellagio’s lobby.
I am so old, I was at a Beach Boys concert in the 1980s when John Stamos was on Drums. Chicago also played. I fell asleep in the grass it was so boring.
1973 for me. Dennis Wilson was still around then so need for the 10 year-old Stamos to sit in.
I’m going to have to put on “Pet Sounds” now just to try to forget that “Kokomo” even exists.
This is the answer, available in mono or stereo!
One of my favorite funny/sad Doonesbury strips is where Andy has just passed away from AIDS complications and they find a note that says “Brian Wilson is God” and the doctor muses “Hmm, he must have gotten “Pet Sounds” on CD”.
I’ve got at least two or three different version on CD myself.
I had some dust in my eyes when I read that one.
I have both. “God only knows how much I love you”…sigh.
Bronco Squirt!
Uhhhhhhh, you know what? I’m just going to remain silent on this one.
It’s got what Mares crave!
Bronco Short might get pronounced Bronco Shart. Fordy Shorty would be fun to say tho.
Sending Matt to cover Volvo seems like a solid way for him to get his Volvo fix without him having to buy one.
Or it will just make it worse.
OK Ford, here’s your second (II) chance to bring back the Bronco II name. And it would fit especially well for a hybrid as the “II” can refer to two energy sources – ICE engine and battery.
I initially assumed Ford was bringing over the Bronco New Energy they developed for China, but the headlights and side mirrors do seem to be a bit different if you look closely.
Volvo: Will you ever bring wagons back to the US?
Will do they keep making wagons in the future? Are they willing to sale such hypothetical wagons abroad?
I think they’ve basically already said no, Volvo wagons everywhere are dead. Such a waste of brand equity.
Agree, it is like McDonalds starts selling healthy food.
EX60 exists, and it fairly wagon-like. And of course the XC90 hasn’t left, which is just a tall wagon.
I wanna know when Volvo will be bringing station wagons (not SUVs, not Volvo Outbacks) back to the US.