Ford may be getting ready to turn the Bronco into something enthusiasts have been asking about almost since the off-road SUV returned. According to a new report from Automotive News, a Bronco-based pickup truck is in development and could arrive before the end of the decade, giving Ford a more direct answer to the Jeep Gladiator. The idea certainly makes sense considering how successfully Ford has expanded Bronco into a broader family, with the full-size Bronco and smaller Bronco Sport establishing the name as one of the Blue Oval’s most recognizable modern sub-brands.

Details on the rumored Bronco pickup are still thin, but Automotive News reports that the truck is expected to join other Bronco models at Ford’s Michigan Assembly Plant in Wayne, Michigan. That could coincide with Ford moving Ranger production to its Tennessee manufacturing operations around 2029 as part of a larger reshuffling of its truck lineup. A Bronco pickup would presumably retain much of the regular SUV’s rugged character, including serious four-wheel-drive hardware and off-road capability, while adding the usefulness of an open cargo bed. If Ford sticks close to that formula, the result could be a natural rival for the Gladiator without simply becoming another version of the Ranger.

Before the pickup arrives, the Bronco lineup is also expected to gain an electrified option. The Automotive News report points toward a hybrid Bronco appearing around the 2028 model year, potentially alongside a broader update for the current-generation SUV. Ford has already made clear that hybrids and other electrified powertrains will play a much larger role in its future product strategy, so bringing some form of hybrid assistance to the Bronco would hardly be surprising. It could also give Ford an opportunity to improve efficiency while maintaining the torque and capability buyers expect from an off-road-focused vehicle.

A Bronco pickup has actually been rumored before, making this latest report feel more like the revival of an old idea than something completely unexpected. Ford was previously believed to be considering such a truck earlier in the decade, but those plans never resulted in a production model. Market conditions may now be more favorable, particularly as Ford looks for additional ways to capitalize on its most recognizable names. The company is taking a similar approach elsewhere, with reports of additional Mustang-branded vehicles and broader plans for new trucks, vans, hybrids, and electrified models heading toward 2030.

There is still plenty we do not know, including powertrains, dimensions, bed configuration, pricing, and whether Ford will actually call the truck a Bronco or give it a related name. Still, a removable-roof Bronco with a pickup bed seems almost tailor-made for buyers who like the Gladiator concept but would rather have a Blue Oval on the grille. If the Automotive News report proves accurate, Ford could have another compelling off-road product on its hands by the end of the decade.