The only thing I don't get is they already have 3 versions of that car, why add another?
Exactly.
Maybe it's wishful thinking, but I don't put too much credibility in this author's claim that the Bronco will compete with the Cherokee. I mean the Cherokee is a unibody CUV. If the Bronco is based on the new Ranger platform, it will be body-on-frame with relatively stout drivetrain. The Ford exec kept saying "Raptor" when describing the type of off-roading he envisions. He never said Cherokee.
The author clearly has no practical knowledge of this segment:
"
And many off-roaders modify their Jeeps to make sure they can survive rocks stabbing the undercarriage or gulleys bending the axles." - Whut?%)
"
The next chip on the table will be the forthcoming Bronco, another revived model, which Ford stopped making in 1996 (after the notorious O.J. Simpson chase scene involving a white Bronco)." - This makes it sound like OJ killed the Bronco. In reality, everyone wanted a 4-door SUV and GM was selling a ton of 4-door Tahoes, thus the Bronco was dropped for the Expedition.
My best bet is that the new Bronco will compete with the 4Runner, not with the Wrangler.