Their marketing dept sucks.
Beards, Flannel and flat bills they nailed it
The short Kip Moore documentary or this..?
This 10 mins reiterates what I've been saying for quite some time now. The new Bronco was never intended to be a rock bouncer. Their focus for ride has been on the larger buying crowd first and trickle down from there what can logically be added without sacrificing the no. 1 target. Street drive-ability and comfort, some all terrain "crawling" capability, something that can be driven on the dunes/in sand and finally a little more off road ability squeezed in there. Kyles, Karens, hipsters, 28-36 +/- y/o single mothers, nostalgic old men, others not included in those groups and Irates alike will buy it for varying reasons.
The Wrangler was it's number 1 competitor for the simple fact that it is one of the most capable and notorious off the shelf, off road and road legal vehicles out there with the biggest share of both markets that fit that bill. However, this wasn't necessarily designed to be a Wrangler killer in the off-road world*. It does, however, have a very capable suspension. As noted, the front does not stray too far from current Ranger but does have a few upgrades and a sway bar disconnect similar but different to that of the Jeeps, not sure how I feel about the auto reconnect though. The rear is a 5 link with some impressive flexibility. Ground clearance and angles are good out of the box, more than most will ever need or know they have. Being able to ford through 2 1/2 feet of water is a neat marketing bullet point. There is a deceivingly good amount of travel at both ends coupled with good shocks.
Upfront, a SAS isn't out of the question but will require good fab skills and a little more knowledge until someone is brave enough to develop a cut and weld in kit (not the easiest thing to do).
*meaning the world most on here talk about and some that still participate.
The Sport isn't up my ally, but I like the styling of the Bronco, in and out and I think they did a pretty dang good job on it.
The "Raptor" version will take everything a little further.