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From studio to Baja and beyond, the Bronco’s chief designer shares his vision for the 2021 Bronco

Paul Wraith, chief designer for the Bronco brand, has no illusions about the skepticism he and his team faced developing the 2021 Bronco. “We were all conscious that … there were rumors, speculation that somehow Ford was going to get it wrong—that they’re going to do a mediocre SUV or something, [and] ruin the brand.” Thus, the public’s first glimpse of Ford’s intention for the resurrected Bronco—the Bronco R prototype unveiled ahead of the 2019 Baja 1000—had to be “completely on point,” he says.


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