Ford unveils new Bronco as off-road, open-air Jeep rival for under $30,000

Ford Motor is taking a run at the nation’s No. 1 off-road seller, the Jeep Wrangler, with its highly anticipated relaunch Monday night of the Bronco SUV — a boxy utility vehicle that developed a cult following after it was discontinued in 1996.

Ford is pricing the new Bronco starting at $29,995, including destination charges, just $205 above a base Jeep Wrangler. Top-end models with additional features and equipment can top $60,000. A limited “First Edition” Bronco model starts at $60,800, according to Ford’s website.

The two- and four-door Bronco models, according to Ford, are similar in size to the Wrangler, which is regularly among Fiat Chrysler’s best-selling vehicles in the U.S.