Vaughn Gittin Jr.’s RTR Vehicles, once synonymous with performance-oriented Ford models, has unexpectedly found its niche in the off-road segment with the reborn Bronco. The 2024 model year marks the latest chapter in this partnership, introducing both a standard Bronco RTR and a more extreme ROVR variant.
Despite the Bronco’s potential, it has struggled to dethrone the Jeep Wrangler as the off-road king, with even the venerable Toyota 4Runner outsold it. The Bronco RTR aims to reignite interest in Ford’s rugged SUV and challenge the established dominance of its competitors.
![2024 Ford Bronco](https://daxstreet.com/wp-content/uploads/2024/07/2024-Ford-Bronco1.jpg)
The Ford Bronco’s sales have fallen short of expectations, with deliveries dropping over 14% compared to the previous year. In response, Ford is repositioning the model with a higher starting price and introducing the Bronco RTR, a performance-focused package.
This strategy aims to boost profits before a potential redesign and cater to enthusiasts seeking a more aggressive look and enhanced off-road capabilities. The RTR package offers a range of customization options, including exterior styling, interior upgrades, and performance enhancements.
For those desiring an even more extreme Bronco experience, the Bronco RTR ROVR is available with a comprehensive list of components and an extended warranty.