Photo: Courtesy of Ford Motor Company.
“We digitally scanned the first-generation Bronco of Ford’s vice president of design, Moray Callum. We moved that data into design software to hone the initial packaging for our Bronco,” says Paul Wraith, the man commissioned to lead design of the new 2021 Ford Bronco two- and four-door off-roaders.
Even with 21st century crumple zones—all new vehicles have long snouts to meet federal crash regulations—the new Bronco is not significantly larger than the original 1960s Velveeta cheese box on wheels. It’s 20 inches longer than the original, though eight of those inches are in the wheelbase, an advantage that will deliver far greater stability than the original ever had. The latest Bronco is narrow, just like the original. After all, in more extreme off-roading, it’s good to have slim hips
The 2021 Ford Bronco lineup. Photo: Courtesy of Ford Motor Company.
“We used no scale models,” says Wraith. “We instead played with full-scale low-fidelity models made out of packing material.” The Bronco’s chief designer adopted a digitally driven American reinterpretation of the classic German Bauhaus theme of form follows function for the vehicle’s legitimate industrial design. Wraith’s team aimed for iconic American presence, capturing the slab-sided and sparsely detailed forms of the original Bronco, but also went farther, reaching for military-grade functionality, for REI and North Face reliability and efficiency in the wilderness. Bronco is no styling affectation. It’s a carabiner
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