Dearborn's $10,000 question... will you buy the Ford Bronco?

At long last, Ford is reviving the Bronco. After teasing small truck lovers and brand devotees with the sublime 2004 NAIAS concept vehicle shown above, it would appear that the Blue Oval has relented, and is now set to revive the storied nameplate.

According to Edmund's Inside Line, the rough-and-tumble offering will be screwed together in Mexico using engineering from Mazda of Japan and Ford of Europe. The model will have a production twin under the skin as well, in the form of a sub-Focus five-door hatchback.

In news that will give hard-core offroaders reason for pause, the Bronco will be built on Ford's current Fiesta subcompact's mechanicals (a replacement chassis is already under development, but the Bronco will get today's greasy bits due to cost issues) in Ford's Cuautitlán factory, which presently builds the Latin-American market Ikon sedan (which is likewise Fiesta-based). For reference, the auto show star of 2004 was based on Ford's Fiesta-based EcoSport crossover.

The good news? Ford feels that it can bring it all to market for under $10,000 in an effort to burnish the Blue Oval with a little of Scion's swagger.

So... is Ford making a mistake by recasting the storied Bronco brand as a softroader, or will a discount price and retro-studded strutter bring in big dividends for Dearborn? 

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