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Open-air driving culture
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Bronco owner community
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Fit for Hoist My Top
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Premium accessory range
The customer already owns an open-air vehicle. They already paid for the capability to remove the top.
If removing and reinstalling the hardtop is inconvenient enough that an owner leaves it installed on beautiful days, the hoist is doing more than lifting equipment.
The cultures overlap significantly, but the marketing language should be different. Jeep culture is older and more established; the modern Bronco community is younger and still developing its identity.
| Characteristic | Wrangler | Bronco |
|---|---|---|
| Open-air driving | Very strong | Very strong |
| Doors / top removal | Core identity | Core product feature |
| Accessory / modification culture | Extremely strong | Strong and growing |
| Off-road / adventure identity | Extremely strong | Extremely strong |
| Owner clubs / events | Extensive | Growing |
| “Naked” terminology | More culturally established | Less universal |
| Emotional appeal of top-off driving | Very high | Very high |
| Fit for Hoist My Top | Excellent | Excellent |
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You’re not trying to introduce consumers to an obscure use case. You’re making an existing Bronco capability easier and more convenient to use.
That’s an important distinction for a $999–$1,399 accessory.
Already part of the Bronco product experience.
A major emotional reason to own the vehicle.
Strong and growing owner culture.
Compare Bronco and Wrangler acquisition performance independently.
Build dedicated Meta, Instagram and YouTube campaigns.
Sell easier access to a capability the customer already paid for.
“I’d take the hardtop off more often if it weren’t such a hassle.”
The goal isn’t to keep the roof off. The goal is to make the choice easier.
The hoist is the solution. The real product is more time enjoying your Bronco the way it was designed to be enjoyed.