“Pragmatic, emotional design” of all-new Bronco brings “the thrill of its iconic forebear into the 2020s” says jury for Germany-based iF International Forum Design GmbH
More than 125,000 of the 190,000-plus Bronco two-door and four-door reservations in the United States and Canada have now been converted into orders, with more than 70 percent of customers new to Ford; deliveries begin this summer
DEARBORN, Mich., May 17, 2021 – Not only is the all-new 2021 Ford Bronco ready for adventure, the two- and four-door SUV is garnering international acclaim for outstanding design as well.
Out of nearly 10,000 entries, Germany-based iF International Forum Design GmbH has named Bronco among its top 75 pillars of design across numerous disciplines and industries for elevating the brand and attracting new customers. The design group, which has been recognizing products for design excellence annually since 1953, is honoring the all-new Bronco with its prestigious iF Design gold award 2021 for its “pragmatic, emotional design” that “brings the thrill of its iconic forebear into the 2020s.”
“It’s great to see the world of high design meeting the wild and to be recognized for our efforts,” said Paul Wraith, Bronco chief designer. “Our focus was getting our users out deep into the landscape exploring, which inspired some breakout product design. We’re excited that the innovations our team loved are the same things Bronco customers will love.”
Since reservation-to-order conversions began in January, Ford’s new outdoor brand of Built Wild 4x4 vehicles has converted 125,000-plus orders from the more than 190,000 Bronco two-door and four-door reservations in the U.S. and Canada. Just as important, the all-new 4x4 brand is seeing strong conquest rates, with more than 70 percent of customers new to Ford.
For Wraith and the Bronco Design team, the award validates their efforts to create a modern off-road SUV while maintaining the design simplicity of first-generation Bronco models from 1966-77. Visual cues such as a single-piece grille, round headlamp bisected by a bar with Bronco name, front fender trail sights, and redacted surface language free of superfluous styling or detail were highlighted by iF Design jurors. Read iF Design’s full Bronco review.
“Many products are relatively simple objects, from a design standpoint,” Wraith said. “Vehicles are not. With Bronco, they looked at a number of things – from the modularity and the cleverness of the doors storing in back, to the larger notion of bringing back an icon.”
The all-new Ford Bronco starts arriving in dealerships this summer.
About Ford Motor Company
Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan. The company designs, manufactures, markets and services a full line of Ford trucks, utility vehicles, and cars – increasingly including electrified versions – and Lincoln luxury vehicles; provides financial services through Ford Motor Credit Company; and is pursuing leadership positions in electrification; mobility solutions, including self-driving services; and connected vehicle services. Ford employs approximately 186,000 people worldwide. For more information regarding Ford, its products and Ford Motor Credit Company, please visit corporate.ford.com .
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