Why Ford is counting on its Bronco revival

The Bronco is a name that is familiar to generations of car buyers. First introduced in the mid 1960s, it had a tough, rugged image, and symbolized an adventurous lifestyle many Americans aspired to. It was discontinued following the 1996 model year, but became a favorite vehicle for collectors and vintage car fans. Now, Ford is reintroducing the Bronco nameplate. But can it compete with other manufacturers such as Jeep, while enduring the ongoing effects of the coronavirus pandemic?