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If you haven't seen one in person, you don't realize how tiny the new Bronco is. I probably is true to scale. The Broncos are over a foot shorter than the Wrangler Unlimited. It's even shorter than the Escape.
I actually saw a real Bronco Sport when I went to the store. It was white, so even plainer than the pale blue Matchbox.
Scale to each toy cars are subject to change to conform to its design 
They're scaled to fit the standard blister width. And Matchbox doesn't even mention a scale on the base of the cars, like they used to. I'm not happy about this, but there's already a lot of stuff mentioned on those bases anyway.