FCAU - Ford's Bronco Takes Aim At Fiat-Chrysler

• Jeep has gotten comfortable with their uncompromising monopoly with off road compact SUVs and has allowed the Wrangler to coast along without much meaningful development.
• The Bronco, engineered to attack the Wrangler at its weak points, has already captured the attention of large sections of the Wrangler’s frustrated customer base.
• The Wrangler is Fiat-Chrysler’s third best selling vehicle and is a halo car for the automotive giant’s most popular brand.
• The successful launch of the Bronco will lead to significant revenue loss for Fiat-Chrysler as it faces a migration from some of its most loyal customers.
• I anticipate that Jeep sales will decline by around 30% over the next five years in response to the release of the Bronco and Bronco sport.

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