In my suburb just northwest of downtown Columbus, Ohio, something’s changed. In all my years here, the Jeep Wrangler has always been the community’s symbol of “American-built spirit.” These days, though, I’m spotting the 6th-gen Ford Bronco everywhere.

I mean, some days, more than Wranglers. More than Toyota 4Runners, too. And while I wasn’t surprised at early owner gripes, I was, admittedly, a bit taken aback that their numbers have only grown in my neighborhood. Over the last few years, though, I’ve learned enough about them to understand why.

Ford shelved the original Bronco after 1996

When Ford killed off the Bronco in the mid-90s, it wasn’t because people stopped liking off-roaders. It was because Ford bet that Americans wanted bigger.

The 5th-gen Bronco, still built on an F-Series truck frame, was competing against Chevy’s full-size Blazer and Dodge’s Ramcharger.

By then, the market had shifted toward four-door family SUVs, and Ford decided to chase that crowd instead. The Expedition launched in 1997 and became the new face of “Big with a capital B.”

For the next quarter century, the Bronco name sat dormant while Ford poured its attention into the Explorer, Expedition, and Escape (its compact crossover). You know, rigs built to haul kids, not crawl rocks.

Meanwhile in the midsize category, Jeep kept the Wrangler alive, Toyota refined the 4Runner, and those two models quietly built the loyal fanbases the Bronco once had.

When Ford finally brought the Bronco back for 2021, it wasn’t just nostalgia

It was a direct shot at the Wrangler’s kingdom and a much-needed alternative to the aging yet increasingly pricey 4Runner.

The decision to dust off that nameplate wasn’t just about reviving an icon. It was about reclaiming territory Ford had willingly surrendered in the 90s.

Why I’m seeing them everywhere

In my shop days, I handled many Jeeps and 4Runners. They were the go-to for folks who wanted more ruggedness than a typical crossover.

But the 6th-gen Bronco offers comparable off-road chops plus “modern retro” design, fresh tech, and a bit of novelty.

Consider the engine and drivetrain

The base 2.3L turbo four pairs with a 7-speed manual or 10-speed automatic. Optional is a 2.7L EcoBoost twin turbo V6. Sound familiar? Yep, those are a couple of the F-150’s motors, too.

Add features like user-removable doors, 4WD low/high, “G.O.A.T.” modes (Goes Over Any Terrain), and you’ve got something that sidesteps the old one-trick off-road SUV.

So a suburban family who likes weekend trails, kayaking gear, maybe an adventure or two…this hits the right chord. From my vantage in Ohio I see them in driveway after driveway.

Ford really nailed the timing, seeing the segment open.

Ford Bronco pricing and specs

The return of the Bronco brought a realistic entry point for what used to be niche stuff.

The 2025 Bronco has a starting MSRP of $40,990. Higher trim levels like the Outer Banks run into the high-$40,000s.

By comparison, the 2025 Toyota 4Runner starts at about $42,220 for its base trim, with top trims pushing into the high-$60,000s.

The 2025 Wrangler 4-Door allegedly launches at $32k, but Sports listings today typically run $45,000 to $52,000. Sahara models are mid-50s, and Rubicons easily top that. The Rubicon 392 Final Edition crosses $100k.

Now, don’t get me wrong…you can go nuts on your custom Bronco and land at an $80,000 bill from Ford.

But, for the most part, the numbers mean a well-equipped Bronco comes in significantly under an equivalent 4Runner, sometimes by $10,000 to $20,000 or more depending on trim.

And while you can try to get into a base model Jeep for less than a Bronco, you’ll probably feel the difference in driver and occupant experience.

For buyers, that price spread opens up serious value.

Specs-wise

The Bronco base 2.3L turbo four makes about 275 horsepower (for the 2025 model) and the V6 boosts power further.

The 4Runner is comparable: 2.4L turbo four-cylinder making 278 horses.

Most Wranglers come with Stellantis’s 3.6L V6 Pentastar, an engine I historically loathe from a shop perspective. I’ll say the current-gen Wrangler has good reliability ratings, but longevity remains a big ole question mark, based on persistent issues in previous model years. You can opt for a 2.0L turbo four, too. The Pentastar moves 285 horses while the four lowers to 270.

The Bronco’s fuel economy isn’t stellar, but that goes for most of its class. Early estimates show around 18 to 21 mpg combined for most 4WD Bronco builds. The 4Runner gets slightly higher, 19 to 22.

Overall, for the price alone, what you get (off-road capability, style, versatility) higher Bronco trims start to feel like a more sensible alternative to a fully saturated Wrangler market or an aging 4Runner platform.

Reliability ratings reflect pricing, but owners are optimistic

Here’s where my shop-ears perk up. New, capable vehicles often carry hidden costs. Now that the 6th-gen Bronco has a few model years under its belt, we’re finally getting a clearer picture of how it’s holding up.

J.D. Power rates the 2024 Bronco 77 out of 100 for overall quality and reliability. An average score that puts it right in line with most midsize SUVs. However, it’s about 5 or 6 points lower than the 2024 4Runner and Wrangler.

The score measures everything from drivetrain durability to design flaws and infotainment issues. While 2025 scoring isn’t available yet, 2024 shows Ford has ironed out many of the early problems that indeed plagued 2021 and 2022 builds.

Owners report strong satisfaction with the power and responsiveness of the Bronco’s turbocharged engines, the feeling they get when they fire it up, and the look and usability of its digital displays. Those early concerns about “underwhelming” build quality have eased somewhat.

But the JD Power data also points to pain points you’d expect from a body-on-frame SUV: cabin noise, fuel economy, and the awkward climb into the second row.

The Bronco still isn’t the most refined daily driver, and Ford hasn’t fully solved the “wind whistle” that comes with removable roof panels.

Beyond reliability, JD Power gives the Bronco an 82/100 for resale value, calling it “Great,” and 80/100 for dealership experience, another solid average. So while it’s not a Lexus in terms of long-term polish, it’s no lemon either.

The modern Bronco lands right in the middle of the reliability pack. Nevertheless, it wins over buyers with performance, style, and a driving experience that’s fun enough to forgive a few rough edges.

So now I get it

Sitting in the school drop line, seeing more Broncos than the usual crowd, I realize why.

The 6th-gen Bronco offers a fresh, capable alternative. It gives you head-turning off-road attitude, everyday usability, a nostalgic name revived…and the market is ready.

This isn’t to say I’d buy one new (I don’t do that kind of thing), but I’ll probably look into used options as the kids enter fun-camping-trip ages. It’ll be hard to let my Lexus GX dreams go unfulfilled, though, so the Bronco will likely have to wait.

For buyers who’ve been weighing Jeep vs. Toyota vs. “something fresh,” this fits. And from someone who’s seen plenty of factory warranties expire, it’s smart to go in with open eyes.