The instrument panel is really barebones, just an analog speedometer and an odometer/compass. There are silver finish and brushed aluminum accents outside and inside the concept, including the steering wheel where the Ford oval finally appears, stamped in the center.

The instrument panel is really barebones, just an analog speedometer and an odometer/compass. There are silver finish and brushed aluminum accents outside and inside the Bronco. (Photo: Ford Motor Company)

The glove box has an integrated grab handle to aid the passenger in getting in, while the corrugated interior floor panels give it that industrial, rugged look.

Placed Under Wraps

Once Mays was done introducing the Bronco, the SUV disappeared from the arena and did not return, even after the rest of Ford's new vehicles, such as the Five Hundred sedan and Freestyle crossover wagon, were introduced. It was as though Ford wanted to keep it under wraps and not spoil its "Year of the Car" theme.

Instead of the familiar blue oval, the Ford name is milled into the tailgate, reminiscent of Ford's trucks of old. (Photo: Ford Motor Company)

The Bronco did reappear in Ford's display on the main floor of the Cobo Convention Center, but not until the next day on a turntable that was behind a glass wall. And, with all of the carmaker press conferences that were stacked on top of one another, I didn't get another chance to take a close look at it.

But, the next best thing was talking to one of the designers that worked on it, Joe Baker, and I had to ask him, why bring back the Bronco? After all, the Explorer that initially replaced it has been a runaway success ever since and the more recent Escape shows up around every street corner.

"Because it is a living legend. Like Mustang and Thunderbird, it's one of those names that everyone knows and everyone knows what it stands for," Baker said. "We are testing the waters to see if it is the right thing to do."