It all comes down to identity.
Brand equity. Brand equity. Ford has been guilty of this in the past. Remember the 2007 Ford 500/Taurus name-change disaster? The automaker seems to be keen to keep the name that the world knows and loves this time.
This is the main reason the fender-flared Bronco with heavy tires is called Raptor. There were many clues to support that name, from internal documents to official trademark applications. Grueber stated that the Raptor name was well-known and understood by many people. Grueber says it was “developed and intended as a Raptor.”
The article does not explain where the Warthog talk originated. It is possible that the name was an inside designation or an informal nickname. It is also possible that Ford was involved in the decision-making earlier, as we have reported on this very topic earlier in the year. Although Warthog is a charming name, it also implies something slower and more agile that can crawl over obstacles. Raptor conveys a quicker image, especially in the world Ford off-roaders. Brand equity wins in the end.
We will have to wait a while longer for the Bronco Raptor. It is expected to go into production in the next summer. Recent spy photos show prototypes with a camouflage body wrap. This means that an official unveiling could take place in a few months, or even weeks.