GWINNETT COUNTY, Ga. — When Andrea Holt and her husband climbed into their custom Jeep, affectionately named “Monster,” on a snowy Friday morning, they saw a chance to make a difference.

Until Ford re-introduced the much-anticipated Bronco in 2021, the Jeep Wrangler had very little direct competition for the last several decades. But when Ford finally gave its dedicated off-roader ...