Shares of Ford climbed almost 5% as investors weighed the likely impact of the return of an iconic model to the automaker's lineup.
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After having set the stage back in February, the company unveiled its all-new Bronco lineup of 4x4 SUVs late Monday night, with the hope of capturing a key demographic of customers looking for a very specific type of vehicle.
Bringing the Bronco back addresses a hole in Ford's vehicle line. Between its wide array of cars and its F-150 truck line, Ford has most of its bases covered. However, a rise in demand for vehicles that drivers can take off-road has left Ford on the outside looking in.
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