Ford revealed a set of concept 2021 Broncos to demonstrate personalization possibilities.

Ford showed off five new adventure concepts showcasing factory-backed accessories that make personalization easier and help to bolster Broncos off-road bonafides—and squarely put it into competition for those who might be considering the Jeep Wrangler or Gladiator.

If any doubts existed that Ford might just be talking about competing for the Wrangler market, the iconic American vehicle manufacturer's actions indicate they fully intend to make it a real horse race.

Listening to the company's official statements, off-road was the plan from the beginning.

“Our dream for Bronco was not just to design a family of vehicles people would love, but to build a community around people who love to go off-road and get into the wild, who want to customize and personize their Broncos, and share experiences with each other,” said Jim Hackett, Ford president and chief executive officer.

Ford wants potential buyers to know, Bronco owners have the ability to make the vehicle their own. Much like they did with the 2021 Ford F-150, designers appear to be betting on drivers wanting to customize vehicles according to how they're used.

Beyond the standard options, there are more than 200 available factory-backed accessories for Bronco two- and four-door models, and more than 100 accessories for Bronco Sport models.

Ford realizes that vehicles like the Wrangler involve not just vehicle ownership, but inclusion into a subculture including a lifestyle.

From a business perspective, Ford saw the potential revenue in a vehicle that could be modified. Forecasts predict the vehicle accessory market share to reach over $500 billion. A large portion of that total being SUV/Truck parts. With so many factory-backed options, Ford could potentially garner huge revenue outside of just vehicle sales.

Now the company can continue to generate sales from owners between purchases.

Below you can see a small cross-section of the use-cases and selection soon to be available to Ford Bronco—and most likely many F-series truck owners in the future.

Bronco Four-Door Outer Banks Fishing Guide

Purpose-built to support a professional fishing guide along Cape Hatteras National Seashore, this lifestyle concept is based off the regionally inspired four-door Bronco Outer Banks™ series. On top is a Bestop® Sunrider® first-row soft top, factory-style concept roof rails and crossbars, and a Yakima® LockNLoad™ Platform roof rack. The SUV makes use of fender-mounted trail sights to fit a custom-made fishing pole and seat perch to wait for the perfect catch. A Ford Performance modular front bumper and safari bar help push through rugged terrain, while a slide-out tailgate provides a great work surface when repairing fishing rods or stringing up new lures. All-weather floor mats and splash guards round out the package.

Bronco Two-Door Trail Rig

Designed to be the ultimate hardcore trail rider, this custom build is based on the two-door Badlands™ series. It begins with a Ford Performance modular front bumper, tube doors, beadlock-capable wheels and 40-inch RIGID® LED lightbar. A Ford Performance by WARN® winch helps rescue your lesser-equipped 4x4 friends. On top, factory roof rails are augmented with a Yakima Platform roof rack system with mounts for a shovel, and Ford Performance by WARN recovery kit and recovery boards. Inside are rugged floor mats and a rear swing-gate-mounted table.

Bronco Sport Trail Rig

For adventurers looking to elevate their off-road trekking in a small, rugged 4x4, the Bronco Sport Trail Rig amps up the Badlands series model by adding 31-inch BFGoodrich™ Mud-Terrain T/A® KM3 tires, a one-inch lift kit, plus Ford Performance by RIGID LED off-road lights mounted to a front nudge bar. On top, a Yakima LockNLoad Platform roof rack and off-road gear mounts are designed to carry gear like a high-lift jack kit, Ford Performance recovery boards and jerry cans.

Bronco Sport TOW RZR

TOW RZR matches the added passenger comfort and technology features of the Badlands series with towing and cargo accessories to help adventurers haul more outdoor gear. The custom build adds Yakima HD Bar crossbars and OffGrid medium cargo basket and Class II Trailer Tow Package with 2,200 pounds of capacity to tow off-road runners like the all-new Polaris® RZR XP Turbo 1000™, unveiled today as part of the Bronco birthday celebration

Bronco Sport Off-Roadeo Adventure Patrol

Designed for the upcoming Bronco Off-Roadeo customer adventure playgrounds, this Bronco Sport Badlands build is equipped to assist in the wild with its Yakima LockNLoad Cargo Platform to hold recovery gear like a high-lift jack, recovery boards and jerry cans. A Ford Performance by RIGID off-road LED lightbar also mounts to the rack system. To support one of many Off-Roadeo excursions available, this Bronco Sport is equipped with the interior bike rack from Yakima to hold two mountain bikes. And to record customers’ adventures, it integrates a target to land the drone that will be used on-trail at Off-Roadeo locations.