Ford unveils off-road vehicle “Bronco RTR”
This is the Bronco RTR, Ford’s effort to dominate the off-road market.
- Ford plans to launch the Bronco RTR early next year, offering intermediate off-road capabilities at a price below the Raptor.
- Ford’s decision to enter off-road was historic for the company in that it filled a blank space that the company is currently trying to occupy.
Ford is currently expanding its off-road packages and offering more affordable models to bring new customers into off-roading.
On January 13th, Ford announced the Bronco RTR at the Detroit Auto Show. This reflects a partnership with RTR Vehicles, known for its Ready To Rock off-road performance package. Founded by Vaughn Gittin Jr., multi-formula drifting champion and off-road racing icon.
What you can expect from a Ready to Rock vehicle
Hendrik Spepen, general manager of Ford’s Ford Blue Portfolio, said the Bronco RTR is capable of high-speed desert thrills and has a bold design. Ford Blue is Ford’s gasoline and hybrid vehicle division.
Speppen told the Detroit Free Press, part of the USA TODAY Network, that the Bronco RTR will attract younger buyers because of its affordability. Additionally, until now, buyers could only have the RTR package installed on their car at a dealership. The new Bronco RTR will be built at Ford’s Flatrock Assembly Plant and will be produced directly from the factory, just as it was when Ford launched the Mustang RTR a year ago.
“The Bronco Raptor is our pinnacle, so if you have a Bronco lineup led by the Raptor, think of (RTR) as a mid-tier value with a performance element,” Spepen said. “It’s a great value for customers, but it doesn’t beat Raptor from a price standpoint, and it’s not intended to outperform Raptor.”
Ford has not yet announced pricing for the RTR. According to Ford’s website, prices for the 2026 Bronco Raptor start at $79,995. Ford plans to open an order bank for the Bronco RTR in the fall of 2026. It will officially go on sale at dealers early next year.
Speppen said the additional features RTR offers the Raptor include a standard high-clearance wide-track suspension, a beefier steering rack and a cooling fan upgraded from the one found on the Bronco Raptor. Fox shocks, 35-inch tires, anti-lag Turbo technology, and “Hyper Lime” accents will be available.
Ford will build the Bronco RTR at its Michigan plant in Wayne, Michigan, and will also produce Broncos there, according to Ford spokesman Mike Levine.
