Business Wars Jeep vs Bronco | Full Throttle | 4
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May 15, 2024 In 2008, the U.S. auto industry faced a crisis, prompting intense negotiations for a Chrysler bailout. The revival of the iconic Ford Bronco aimed at appealing to millennials brought fresh competition for Jeep. As Chrysler merged with Fiat, Jeep ramped up production to keep pace. Tensions escalated in the battle for off-road supremacy, with Jeep and Bronco vying for consumer attention amidst rising demand and striking market dynamics. Price markups at dealerships signaled a booming interest in retro-styled vehicles.
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Jeep and the Bailout
- In 2008, Senator Bob Corker considered the auto bailout, with UAW president Ron Gettelfinger lobbying for it.
- Gettelfinger evoked Jeep's patriotic history, suggesting a Jeep parade at the Capitol if Chrysler failed.
Bronco Underground's Struggle
- Mark Gruber, a Ford executive, championed the Bronco's revival during the Great Recession.
- His efforts were initially dismissed due to the economic downturn, ending a decade-long push.
Fiat's Acquisition of Chrysler
- In 2009, the government task force voted to save Chrysler, conditional on a merger with Fiat.
- Fiat CEO Sergio Marchionne refused to pay for Chrysler, highlighting Fiat's expertise in fuel-efficient cars.