Ford Motor(US:F) ZACKS·2026-01-15 15:37Core Insights - Ford Motor Company is launching the 2027 Bronco RTR, a performance-oriented off-road variant that expands the Bronco SUV lineup, positioned between the standard Bronco trims and the high-output Bronco Raptor [1][4][10] Product Details - The Bronco RTR features design enhancements and upgraded off-road components inspired by the Raptor while retaining the traditional Bronco design language [2] - It is powered by a 2.3-liter turbocharged four-cylinder engine generating approximately 315 horsepower and 350 pound-feet of torque, which is less than the Bronco Raptor's 3.0-liter V6 output of 418 horsepower and 440 pound-feet of torque [3] - Pricing for the Bronco RTR is expected to be between $51,475 for the Bronco Heritage Edition and around $80,000 for the Bronco Raptor, with the base Bronco priced at approximately $40,000 [4] Strategic Context - The introduction of the Bronco RTR aligns with Ford's strategy to broaden its rugged SUV portfolio and appeal to buyers who find the Raptor's pricing prohibitive [4][6] - This launch builds on Ford's partnership with RTR Vehicles, reflecting a focus on combining performance branding with off-road capability [5] Competitive Landscape - Stellantis' Jeep has introduced the 2026 Jeep Recon, an all-electric rugged SUV designed for off-road performance, showcasing Jeep's strategy to electrify its rugged models [7] - Toyota has unveiled the new Land Cruiser FJ, a compact off-road SUV set to launch in mid-2026, aimed at buyers seeking a rugged option [8] Market Performance - Ford's shares have increased by 23.1% over the past six months, compared to the industry's growth of 39.2% [9] - The company's forward price-to-sales ratio is 0.33, which is above the industry average and its own five-year average, indicating a strong valuation [11]