Bring Back Bronco: The Untold Story - 7 - Green Light – 2010 to 2017

7 - Green Light – 2010 to 2017

10/19/20 • 28 min

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

Is this really it?

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

Previous Episode

6 - Stuck in the Mud – 2004 to 2009

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

Next Episode

8 - Hold on Tight – 2017 to 2021

What does ‘Success’ look like?

Studio “S” is a legendary room in Ford’s design building in Dearborn, Michigan.. This creative laboratory gave birth to the Thunderbird, the Mustang and even the original Bronco. Today it is filled with full size clay models of the new Bronco. Sonari Glinton is granted access to this most secretive of rooms and discovers the incredible lengths being taken to honor the past and inspire the future.

But who are they building for? Middle aged men in Tennessee? Or young women in California? Can one Bronco satisfy everyone?

for more info: broncopodcast.ford.com