The Chrysler Jeep has pretty much cornered the U.S. market in rugged vehicles that drive over rocks and mud.

Now Ford is bringing back the Bronco brand hoping to tap into some of that market, writes Tom Krisher of the Associated Press for local10.com.

Ford is introducing a Ranger pickup-sized Bronco and a smaller Escape-sized Bonco Sport later this month.

David Kelleher, owner of a Jeep dealership in Glen Mills, is happy to welcome the Bronco back. He’s not too worried about Jeep sales.

The Broncos aren’t competing with Jeep’s top sellers, the Grand Cherokee large SUV and the Wrangler, he said.

Any dip in sales of the Grand Cherokee won’t last long, he said.

“If Bronco takes a little bit of a stake in the marketplace, shortly thereafter they may not be the new kid on the block anymore,” he said.

In five years, Jeep has sold 800,000 vehicles.

Ford believes people have fond memories of the Bronco.

Kumar Galhotra, Ford’s president of the Americas, said people are passionate about the Bronco. Restored Broncos command a high price and the name shows up frequently on the internet.

Read more about the return of the Bronco here.

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