In Part 1, we dove into how each generation of the Ford Bronco has walked the fine line between keeping its rugged, adventurous spirit alive and embracing new trends and innovations. From the bare-bones toughness of the original to the sleek, feature-packed fifth generation, the Bronco has always been about freedom, adventure, and unmistakable American grit.

Get ready for Part 2! We’re sitting down with none other than Paul Wraith, the genius behind the Bronco’s epic comeback and Ford’s Chief Designer for Electric Vehicle Programs. We’ll explore how this latest model is more than just a revival—it’s a daring reimagining that pays homage to the Bronco’s legendary past while charging full speed ahead into the future of modern design. Buckle up, because things are about to get exciting!

Hi Paul! It’s not every day that you get a chance to redesign an icon, so can you highlight how did the sixth gen bronco evolve from concept to production, and what were the key design challenges you faced during the process?

Paul Wraith: The 6th generation Ford Bronco evolved rapidly from concept to production, driven by incredible ambition and momentum from everyone involved. The collective energy to execute every idea—whether it was a major design element or something as small as the Bronco's bolts—was truly extraordinary. One immediate challenge was the immense passion surrounding the Bronco's legacy and its deep, personal connection to people's lives. With countless enduring stories tied to the Bronco, it’s clear that this vehicle holds a special place in the hearts of many. From the moment Ford announced the Bronco’s return, the pressure was on.

We had to unify our vision for what the new Bronco should be, and part of that process involved storytelling. We created a short film that depicted a simple story of a Bronco and a family. When we showed it, there were tears. It was clear that it was the perfect time for the Bronco’s return, and none of us were willing to let it down.

The original 1966-1977 series played a key role in shaping the latest model. How did the design team scan and reimagine those classic elements to fit modern design standards?

Paul Wraith: In the earliest phase of development, we took a 3D scan of Moray Callum’s 1971 Ford Bronco and used that data, along with other building blocks in CAD, to guide architectural decisions. This ensured that before the designers even picked up their pens, the new Bronco had the right foundation.

Professional car designers are accustomed to seeing CAD models filled with brightly coloured parts, zones, and clearances. But it was truly unique to see, floating amidst all that technical chaos, the familiar face of a vehicle engineered in a completely different era—an era without computers. This scan acted only as a guide. The data was manipulated and bent to our needs, incorporating both existing components and newly developed ones. Every detail of the data was scrutinized down to the tiniest dimensions (we even discovered that Moray’s Bronco wasn’t as symmetrical as it appeared). Gradually, the bones of the latest 6th gen Ford Bronco started to take shape.

Bringing back the Ford Bronco after 25 years is huge. How did you guys stay true to its heritage while blending in modern design for today’s market?

Paul Wraith: We put a lot of thought into this. As you can see from the sketches, we explored diverse aesthetic paths, each framed around different users, with both heritage and futuristic themes. We distilled the aesthetic story of the Bronco down to its first-generation DNA, identifying the key lines that set the Bronco apart from other vehicles. These elements represented its essential design identity. However, we also recognized that, after being out of the market for 30 years, some of that visual language—especially in the futuristic themes—was being lost on younger generations. So, it became crucial to strike a balance between heritage and modernity, fine-tuning the futuristic aspects to hit that sweet spot.

Where the new Bronco most closely resembles the original is in its ethos. That’s not something captured in a sketch; it runs far deeper. We worked hard on this aspect too. At one point, we even co-authored a collage of words and images with the Ford leadership team—a remarkable foundational exercise that continues to guide us today.

Sounds Interesting! Also, the Bronco’s frameless, stowable doors are a standout feature. How did you design them to balance practicality with the rugged Bronco aesthetic?

Paul Wraith: The rugged SUV market is highly diverse, with drivers using their vehicles in a variety of ways, under different conditions, and for different purposes—so we had more than one target customer in mind. In fact, we designed the 6th generation Bronco with five distinct user profiles. At Ford, we always place the user at the centre of our design process. It’s this approach of “seeing the world through the user’s eyes” that allows us to innovate with purpose and create products that are more relevant and meaningful. To achieve this, we role-played different scenarios, took trucks out into the real world, and captured moments of inspiration. We sketched possible solutions on hundreds of scraps of paper, whether we were in the studio or out in the desert. It was through these hands-on experiences—not traditional glamour sketches—that the essence of the 6th generation Bronco emerged.

One example of this user-centered approach is the frameless, stowable door innovation. It was inspired by a young woman from California who used her truck to transport kids during the day but wanted to remove the doors in the evening to hang out with friends. Without a garage to store the doors, we asked ourselves, “Where would she put them?” Why not store the doors onboard the Bronco? And while we were at it, we aimed to make the removal process easier than it is on any existing vehicle. If it worked for her, it could be a game-changing feature for all our users. It seemed like such an obvious solution—yet Bronco is the first vehicle to offer this. Maybe that's because it wasn’t easy to achieve, but no one ever said car design should be easy.

With the Bronco often compared to the Jeep Wrangler, how did the team design it to stand out both in looks and performance?

Paul Wraith: I remember holding Lee Iacocca’s original Bronco product proposal letter and being struck by something: although there were references to the competition, the word "Jeep" was nowhere to be found. From that very first document, it was clear that the Bronco was determined to carve its own path, doing things its own way. We followed a similar approach in developing the 6th generation Bronco.

Any perceived similarities between the Bronco and its competitors can be attributed to both vehicles addressing similar needs. For example, the upright windshield isn’t just a design choice—it’s there to improve the driver’s field of vision at low speeds, which is crucial for off-road driving when you need to look as much to the sides as straight ahead. Optimizing approach, departure, and breakover angles, along with maintaining ground clearance and short overhangs, requires functional solutions like externally mounted spare wheels, steel bumpers, and knobby tyres. These are the essentials for any serious off-road vehicle. But beyond that, it’s the spirit of the Bronco and the unique solutions our users value that define everything else.

One specific similarity we wanted to avoid was in the tyres. Goodyear was kind enough to produce Bronco-specific versions of their well-known tyres, with the word “Wrangler” removed from the outer sidewall. Every detail matters.

Originally a compact off-roader, the sixth-generation Bronco now comes in mid-size two-door and full-size four-door options. What inspired this shift in design, and how do you think it enhances the Bronco's versatility?

Paul Wraith: The 1966 Bronco is a very small vehicle by today’s standards. Vehicles have grown larger for various reasons, but even so, today’s two-door Bronco isn’t particularly big, and the Bronco Sport is even smaller. The addition of the four-door model simply reflects market demand, expanding the Bronco’s appeal to a broader audience.

Whether users need to carry more passengers in comfort or require a larger interior for overlanding with plenty of gear, the four-door option delivers. It’s been exciting to see the Bronco community adapt their vehicles for this type of use, with custom bed systems, slide-out kitchens, and stowage solutions. The Bronco team spends a lot of time admiring what people are doing with their trucks. We’re constantly sharing images and videos with each other, amazed by the creativity of the community.

You just mentioned Bronco Sport. Can you share how do the design philosophies for the Ford Bronco and Bronco Sport differ, and what unique features do each bring to their respective markets?

Paul Wraith: The underlying philosophy for both the Ford Bronco and the Ford Bronco Sport is the same, but their execution differs because they are designed to meet different user needs.

Throughout the development of both models, I listened to people's visceral reactions as they entered the studio—whether it was the CEO, the cleaners, or anyone in between. Everyone seemed eager to share their feelings. A typical response was, “Bronco is so cool, I want one… but that’s the one I’ll have,” as they pointed to one of the clay models. Interestingly, the preferences were almost evenly split among the two-door Bronco, four-door Bronco, and Bronco Sport.

The Bronco Sport is incredibly capable and fun off-road, but for its users, it's as much about reaching the remote destination as it is about the journey. We spent a lot of time focusing on the needs of people who would be camping—that's why the roof is higher at the rear, to carry their gear, and why the liftgate provides a great shelter with adjustable spotlights to illuminate a campsite.

Sport users are adventurous outdoor enthusiasts, but they don’t aspire to features like removable doors or roofs. They’re less likely to modify their vehicle compared to Bronco owners, who love customizing their Bronco to push even further into the wilderness. We took the time to understand what Sport users might want to upgrade and, in extreme off-road situations, what parts were most likely to get damaged and need replacing. The team worked hard to ensure not only that these changes were possible but that they were easy to make. This focus on easy-to-access modularity is huge.

While the two-door and four-door Broncos are clearly variations of the same vehicle, the two-door speaks more strongly to the enthusiast, while the four-door caters to those who need a little more versatility. I view all three models as equals, differing only where our users want them to. Understanding these differences is critical to good product design.

The interior of the Bronco is purpose-built for adventure, drawing inspiration from the first-generation model with its intuitive controls and outdoor-inspired materials. How did you strike the balance between rugged functionality and aesthetic appeal in the design of the cabin?

Paul Wraith: It all starts with defining the right architecture, and we listened closely to the community's feedback on the importance of open-air driving. Digging deeper into that idea led us to relocate the B-pillar from the middle of the cabin to the rear, giving you an uninterrupted view above—something you won’t find in any other four-door vehicle. That’s why I always say the second row, with the roof off, is the best seat in the house. My colleagues Bill Mangan, Rob Gelardi, and Ryan Olsson were instrumental in fine-tuning user-driven features like the rubber floor with drain holes, silicone Hero Switches, and the beautifully designed modular grab handles to assist with ingress/egress and holding on when off-roading at high speeds or crawling at extreme angles. Those user experiences were key.

Our very first model wasn’t clay, but a full-sized white foam experience buck. We tipped it at various angles and role-played extreme off-road situations, which helped us position the grab handles and stowage features exactly where they needed to be. This kind of hands-on testing is rare in design studios, where models are typically stationary and aligned to grids.

Many vehicle interiors are visually complicated to the point of being overwhelming, so it’s refreshing to see how simple and intuitive the Bronco's interior is, with bold colours and purposeful materials. We had an original, well-worn Bronco instrument panel in the studio for reference, and its simplicity was a major inspiration.

The “Bronco” and “bucking horse” emblems have replaced the traditional Ford Blue Oval. What significance does this have, and how does this shift represent the Bronco's identity as a standalone brand within the Ford line-up?

Paul Wraith: The Bronco still wears a Blue Oval on the back, but I love that we made the bold decision to place the Bronco name across the grille in our unique Bronco typeface. It’s a subtle nod to the original Bronco grille, which featured red Ford lettering. To honour the part of our community that loves the early Bronco, we also offer a special Heritage series grille with red Ford lettering, and they absolutely love it. Prioritizing a nameplate over the Blue Oval isn’t new—Mustang has done this forever.

Developing the Bucking Bronco logo was a fantastic project. Anthony Meyer created the initial concept, and Dean Carbis's nomenclature team refined it to its final form. The program was developed in Ford Design’s legendary S-Studio, where generations of Mustangs, including the original, were brought to life. The Mustang team had a large Mustang logo on the end wall, and when we felt confident in our Bronco logo, we added ours to the opposite wall—but made it 20% bigger. Why? Because the Broncos do what they want, and we were having fun!

One day, Bronco clay sculptor Molly Gillies approached me with her wire tools and a photograph of her grandfather sculpting the original bucking Bronco logo with the very same tools 55 years earlier. The Bronco has so many amazing stories like this.

Looking ahead, where do you see the Bronco evolving in future generations? Are there any design directions or innovations you’re excited to explore that will further define the Bronco’s place in the market?

Paul Wraith: Of course, that remains a secret, but if you could see what I can see you’d be very excited indeed. 

More Bronco and Bronco Sport Images