Ford To Produce Bronco and Reflex Concepts?
The success of small, exciting cars like MINI’s Cooper has led market analysts to finally realize that the up-and-coming Generation Y expects more from automakers. After growing up with Escalades, Suburbans, and Navigators, the 20-something crowd is unattracted to smaller plain-Jane hatchbacks, but instead are looking to vehicles like the aforementioned MINI, as well the Scion brand, in the U.S., which has enjoyed so much success with it’s oddly shaped lineup and attractive prices.
And this isn’t a fact that domestic manufacturers have overlooked. First off, DaimlerChrysler has recently announced that it is looking for a suitable partner to build a production version of the Dodge Hornet concept vehicle, or something similar, that would come hot on the heels of the already attitude-packed Caliber. Designed around the idea of blending European footprint and engine measurements with American aggressiveness and overall space, the Hornet uses the same boxy recipe as the Scion xB to gain more interior space than it’s diminutive size belies.
“We wanted the Hornet to be dynamic, nimble, fun to drive, and have an adaptable space-efficient interior,” said Mark Moushegian, Principal Exterior Designer. “At the same time we set out to create a vehicle with a uniquely American character to expand the image and presence of the Dodge brand in Europe and international markets, especially in the entry-level market.”
The concept packed a 170 horsepower punch, which would be easily attainable given that power comes from a supercharged 1.6L. Hopefully, if the Hornet makes it to production, Dodge will get with it and produce an SRT version for those looking for a bit more performance from the “rallye-inspired” Hornet.
The exterior treatment on the concept was interesting though, coming in matte gunmetal with dark skunk stripes supposedly reminiscent of the Dodge Viper, although in reality they bear a striking resemblance to pretty much every other racing-stripe equipped car produced… ever. Stock 19-inch wheels over gold-painted disc brake calipers should entice younger buyers, as will the sunglass-inspired glass, which has been tinted a deep blue.
The mechanical, chunky design theme seen on the outside is carried over to the interior, also covered with various shades of grey. Like most concept cars, the Hornet has ridiculously thin space-saving seats that will most likely be tossed in favour of thicker, safer chairs before the it makes production, however, hopefully the nifty door-mounted removable carrying case / storage unit will see the light of day.
While a compact model that would go up against Toyota’s Yaris, Honda’s new Fit and others in the subcompact category, Dodge has given the Hornet some SUV styling details, much like it has with the Caliber, and before that the Magnum. This theme is working well for Dodge, as up until recently it has been best know for its light truck lineup. But as innovative as the Hornet initially seems, it isn’t exactly ground-breaking. In fact, Ford was building a small, quirky, and useful SUV decades ago; it was called the Bronco.
Of course, a new Bronco wouldn’t exactly target potential Hornet buyers, but rather aim in on those who might otherwise opt for Dodge’s new Nitro SUV, one of Jeep’s models, or any number of off-road capable compact 4×4s such as Toyota’s flashy new FJ Cruiser.
Although being canned a while back, Ford resuscitated the Bronco nameplate with the Bronco concept in 2004 at the North American International Auto Show. Using the same shape as the original Bronco, the 2004 concept, in retrospect, bears a lot of the same design cues as Dodge’s Hornet. So, why revisit the Bronco concept two years later? Because John Wolkonowicz, a former product planner for Ford, announced to the Chicago Tribune that Ford has been developing the concept for a surprise launch in 2009. Code named BV410, Wolkonowicz says it will be competing most directly with the Jeep Wrangler, and should come in at under $20,000 USD; a capable off-roader as well as a commuter-friendly runabout. Also, Wolkonowicz reported another project in the works called BV409. It is described as an aggressively-styled hatchback, and could be the production version of the popular Ford Reflex concept.
Ford would do well to produce either model, or both, but the Bronco, in today’s ever-growing compact SUV market, might make the most sense if it came down to choosing one over the other. Not only does it target a much larger and more lucrative market than the shrinking personal coupe segment, but it reinvents an automotive icon, much like has been done with the classically proportioned new Mustang. And we all know how well the latest pony car went over. The Bronco would be a surefire hit.