The Jeep Wrangler has new competition and it's called the Ford Bronco. That's not a bad thing. This new rivalry will force Jeep to make the Wrangler even better and it's already one spectacular off-roader. We can hardly wait.

But there's another off-road SUV out there that thinks it's a Wrangler (or even a Bronco) rival even though it isn't. Not even close. And - big shock! - it hails from Russia. The Lada Niva Bronto, based on the Niva Legend, was refreshed earlier this year with a more utilitarian look like 15-inch wheels and metal bumpers, side sills protection, beefier bumpers, fog lamps, restyled radiator, and wheel arches.

It can even be equipped with an LED light bar on the roof. Does it look the part of an off-roader? Yes. But, Lada's new marketing campaign, sampled in the video above, gives the impression the little SUV is just as capable as a Jeep.

The Wrangler comes standard with a naturally aspirated V6 with 285 horsepower and 260 lb-ft of torque. The Lada? A 1.7-liter NA four-cylinder good for only 83 hp and 95 lb-ft of twist. In reality, it's more of a Suzuki Jimny competitor. We'd still take the Jimny.

Sources indicate the next generation Niva Bronto will debut sometime in 2024 and is expected to come powered by a Renault-sourced 1.3-liter turbocharged gasoline engine. That's still not good enough to play at the Wrangler's level, but the Lada is also relatively inexpensive. Prices begin at just under $13,000 (about 918,000 rubles) whereas the cheapest new Wrangler Sport costs $29,725.

Bear in mind Jeeps are imported to Mother Russia and, therefore, they can cost quite a bit more. The Niva Bronto offers a far less expensive alternative and we can totally understand why it's popular there along with some eastern European markets. But here in America, it'd never stand a chance.