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

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.

Credit: AP

This photo provided by Ford Motor Co. shows a 1967 Ford Bronco T67-515. 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 — 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.

Credit: AP

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)

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.

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