Jeep boss admits he's 'worried' about the Ford Bronco
We'd be concerned if he wasn't
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.