Bring Back Bronco: The Untold Story - 6 - Stuck in the Mud – 2004 to 2009

6 - Stuck in the Mud – 2004 to 2009

10/05/20 • 25 min

Will Millennials buy a Bronco?

It’s 2004 and Millennials are poised to become the biggest car buying segment in America. Ford knows they need a product for them, but what do they want?

Armed with that information, the Bronco Underground creates a business case and production plan for a new off-road vehicle. It’s affordable, rugged, and stylish – Everything this booming demographic wants. All the Underground needs is approval from Ford’s council of the vice-presidents.

Is this the opportunity they’ve been waiting for?

for more info: broncopodcast.ford.com

Will Millennials buy a Bronco?

It’s 2004 and Millennials are poised to become the biggest car buying segment in America. Ford knows they need a product for them, but what do they want?

Is this the opportunity they’ve been waiting for?

for more info: broncopodcast.ford.com

Previous Episode

5 - Driving in the Dark – 1996 to 2004

If you love something enough can you bring it back to life?

Ford is a giant company and trying to get them to bring back the Bronco is not going to be easy. There are two groups working towards that end. On the outside, there are dedicated fans and owners around the country. They meet on weekends, drive the back-country trails, and dream of a new Bronco. On the inside, there is a handful of Ford employees scattered around the corporation working secretly to create the conditions for a rebirth.

Sonari Glinton uncovers the final resting place of a concept car that went nowhere, and discovers a series of full-size clay models that were never before seen publicly.

But will it all be enough to bring back Bronco?

for more info: broncopodcast.ford.com

Next Episode

7 - Green Light – 2010 to 2017

Is this really it?

After three attempts over 15 years, the Bronco Underground is on the verge of giving up. Then outside market forces suddenly turn in their favour. America’s love affair with the SUV is pushing small cars out of production and that opens up an opportunity for the Bronco.

But make no mistake, it isn’t going to be easy. Bronco had been out of the market for more than 20 years and this is its last chance.

What Can the Bronco Underground learn from Jeep -- about what the off-road market really wants?

for more info: broncopodcast.ford.com