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.
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.
