Ford has resurrected one of its storied nameplates, the Bronco, to expand its SUV offerings as it shifts away from sedans. The Ford product onslaught is led by the small Bronco Sport later this year, to be soon followed by the midsized Bronco next year.
The automaker is positioning the Broncos to grab market share from Jeep by once again trying to outclass the brand at its own game, reminiscent of the 1960s competition.
The original Bronco launched for the 1966 model year as an alternative to the Jeep CJ-5, a crude off-roader with roots that date back to World War II. Jeep may be flattered at the clear imitation seen with the Bronco, and off-road enthusiasts should be excited at the fresh competition. Ford looks to improve on the breed, and this fresh rival is certain to motivate improvements to the Wrangler.