Jeep boss admits he's 'worried' about the Ford Bronco

We'd be concerned if he wasn't

7w ago

Jeep has been leading the family off-roader segment of the market for years, and like with everything, when a new kid comes on the block, it's only natural to be wary.

Jeep's CEO, Jim Morrison told The Drive he's "always worried about competition."

"I wake up worried about competition. We'll continue to make Jeeps better because of competition and I think the overall segment of off-roaders will continue to grow," he added.

To be perfectly honest, we would be a little concerned if he wasn't worried. Having competition is no bad thing, and can often improve products as well as make them more popular. The new Ford Bronco isn't here to steal anyone's thunder. The Jeep Wrangler will still sell well, but it will just have a spot more competition.

It'll also be interesting to see where both brands take their respective off-roaders when the time comes to make them all-electric. It's an exciting time to be an off-roading enthusiast.

Also, don't forget, the Wrangler has a group of loyal followers like nothing seen before – it's not going anywhere.

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Comments (39)

  • Jeep guys please don’t bash me, I love the Jeep culture and respect it’s off road capabilities. BUT, the thing is terrible to drive daily. First let’s start with reliability. I’m a mechanic and I service a lot of Jeeps because my customers LOVE them, but after the 4.0 i6, the engines have been shit. The 3.8 V6 is plagued for model years 2010-2013 and my poor customers spend more than they should to keep them going. Chrysler basically knew they designed a shit box of a power plant and just brushed them off (not good practice for a company that builds a car that has essentially a cult following).

    Then there’s the comfort. It’s horrid. I road test JKs after repairs to put a good 60-80 miles on them before returning them to my customers to ensure the repair was done right. Climbing into it is uncomfortable, and god help you if you have a short wheelbase version. Turning the wheel slightly makes you feel like you are gonna tip over. It’s perfect for rock climbing, but If I ever own one it will be trailered with my Silverado to whatever mountain i decide to climb with a Jeep that day. I wouldn’t spend my day commuting in one.

      1 month ago
    • As a fellow mechanic, I fully agree

        1 month ago
    • 2010-2013 were bad years for Jeep - I had one of those. However, after 2016 model year things have improved massively. I have a 2017 V6 and the gearbox that comes with it - smooth as silk. You won't be servicing many of those.

      Wranglers are not...

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        1 month ago
  • Hopefully this does lead both to improve and possibly make the rigs more capable from the factory. I'd go bronco because I am a big Ford guy and I really like the bronco

      1 month ago
    • I like Fords, but the Bronco for me looks a bit too cute. But I'll need to see one in real life.

        1 month ago
  • The Wrangler is still a much better offroader than the Bronco so I'd say they're safe

      1 month ago
  • Saw my first Bronco “in the wild” last week. Bronco Sport. Nice truck but I lean more towards the bigger Bronco. The bright front end lighting suits a larger model in my opinion.

    Yea I think Jeep should be worried especially if they make the customization process easier.

      1 month ago
    • Let's be real here. The Bronco Sport does not a Bronco make. That's like saying you saw a new Wrangler when it was actually a Renegade.

        1 month ago
    • Let’s not go that far. The renegade is complete embarrassment, the Bronco sport wasn’t that bad. But I get where you’re coming from.

        1 month ago
  • If Jeep is concerned about the Ford Bronco. There is also the Land Rover Defender. So the competition just got stiffer.

      1 month ago