Ford revives Bronco brand, aims at Jeep’s big off-road sales

Ford New Broncos

This photo provided by Ford Motor Co. shows a 1966 Ford Bronco. Ford is reviving the Bronco SUV brand in an effort to cash in on the rugged U.S. off-road vehicle market now owned by Jeep. Ford believes the Bronco name will evoke good memories from its off-road heritage during a three-decade run that ended in 1996. (Courtesy of Ford Motor Co. via AP)

DETROIT (AP) — Ford is reviving the Bronco SUV brand in an effort to cash in on the rugged U.S. off-road vehicle market now owned by Jeep.

Later this month the company will show off two new Bronco-branded SUVs, a Ranger pickup-sized one that comes in two- and four-door versions, and the smaller Escape-sized Bronco Sport.

It won’t be easy for a brand best known as O.J. Simpson’s ride in a 1994 low-speed chase with Los Angeles police.

Jeep has sold well over 800,000 vehicles for the past five years. Ford believes the Bronco name will evoke good memories from its off-road heritage during a three-decade run that ended in 1996.

Categories: National News

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