If General Motors produced an extreme ICE off-road vehicle, it would only be late to the party.
General Motors has no intention of developing a Ford Bronco competitor. In a recent interview with The Drive, GM President Mark Reuss provided a direct response.
Reuss stated, "I'm not going to do a Bronco." Despite the fact that the Jeep Wrangler is losing sales to the Ford Bronco, GM does not want a piece of the body-on-frame hardcore off-roader market.
Reuss provided two justifications for his decision not to go Bronco hunting. The first is timing. The ladder-frame chassis and engine of the Colorado could be used by GM, but developing the rest of the vehicle would take at least two to three years. GM would be too late to the party when it arrived, which is not always a successful strategy.
Ford's emissions are the second reason. Soon, General Motors will offer a wide range of EVs that cover all important market segments. The Blazer EV will target the middle class, while the Equinox EV will target the entry-level market. The Cadillac Celestiq will compete with Rolls-Royce in the expanding electric pickup truck market, which will be covered by GM's electric pickup truck duo. It is safe to say that GM is completely committed to electric mobility.
An all-new ICE vehicle built without regard for favorable fuel economy would not only go against GM's apparent support for EVs, but it would also lower the company's average fuel economy (CAFE) ratings.
Reuss asserts that in order for Ford to reduce its average fuel consumption, the Maverick must be offered as a hybrid. The regulations will only become more stringent as the NHTSA cracks down on gas-guzzling vehicles.
However, Reuss is not opposed to the creation of an electric Bronco. There are currently no EVs comparable to the Bronco on the market, but there will be in the near future. Jeep will soon introduce the Recon EV, and VW will introduce the Scout off-road EV brand. Ford could make a Bronco Lightning in the future, and Ineos is working hard on an electric off-roader.
Reuss may not be opposed to the idea because a report from October 2022 suggests that GMC is working on a smaller Hummer EV.
Given the historical significance of each name joining this new segment, using the Hummer name makes sense. The Hummer is all GM has left since it decided to use the well-known Blazer nameplate for an electric vehicle
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