Ford is looking to expand the reach of its new models with a plan to group cars into sub-brands under the Ford umbrella, utilising the goodwill towards its most recognisable models. One of the headline acts is set to take the shape of a new Bronco-badged pick-up truck that mirrors Jeep’s Wrangler-based Gladiator ute.

The Bronco three- and five-door off-roader is already available in North America, as is the more road-biased Bronco Sport medium SUV. Overseas markets will get access to the Chinese-made Bronco New Energy extended-range plug-in hybrid, while Europe will receive a Spanish-built multi-energy compact Bronco SUV within the next two years.

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A Bronco ute (a custom example from BDS Suspension is pictured above) would see Ford’s product plans come full circle, with the ladder-frame chassis underpinning the Bronco originally developed as an offshoot of the T6 chassis used under the previous-generation Ford Ranger.

Automotive News reports that the Bronco pickup would be added to the production schedule at the Wayne, Michigan factory that already builds the Bronco SUV. That facility is also expected to add an upscale Lincoln SUV based on Bronco mechanicals.

Timing for the new ute is yet to be announced, and Ford’s positioning of the new model may need to be adjusted to fit it into a line-up that already includes the Maverick compact dual-cab, the full Ranger mid-size line-up, and the full-size F-Series range, plus the new Fathom electric dual-cab due next year.

That fit could come from reports that a next-generation Ranger-sized pick-up for North America could shift to a new assembly location, opening the door to further adjustments. The popularity of the Ranger name, however, means Ford may be hesitant to make too many changes.

The move to group cars under Ford’s most iconic nameplates follows the example set by brands like Mercedes-Benz, which counts Mercedes-AMG and Mercedes-Maybach among its sub-brands, and China’s BYD, which has Ocean Series cars targeted at younger buyers and Dynasty Series cars for mature and business customers.

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As well as growing the Bronco brand, Ford has already introduced the Mustang Mach-E electric SUV as a companion model to the petrol-powered Mustang coupe range, and has plans to add a four-door Mustang sedan for the first time.

On the commercial vehicle front, Ford already offers a range of vans under the Transit banner, from the full-size Transit to the mid-size Transit Custom, with plans for a third model, a replacement for the now-discontinued Transit Connect, to sit within the Transit Group.

Australian plans are less clear at this stage. The Bronco ute is not expected to enter production until the end of the decade, and US sourcing will likely make it more expensive than mid-size ute rivals.

The same setbacks that have kept Gladiator sales low – high pricing and a lack of a diesel engine – could keep the Bronco ute out of Australian showrooms, but Ford may opt for a hybrid or plug-in hybrid solution, and use the Bronco name as a premium alternative to the more mainstream Ranger.