Business Wars Jeep vs Bronco | Engine Trouble | 2
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May 1, 2024 In the 1960s, Ford's Bronco emerged as a fierce competitor against Jeep, spotlighting a dramatic moment when the Bronco outperformed a struggling Jeep. As both brands expanded their lineups, Jeep responded to Bronco's power boost by launching the Grand Cherokee, igniting an SUV arms race. Cultural shifts impacted their rivalry, notably with the infamous O.J. Simpson chase that catapulted the Bronco back into the spotlight, while the rugged model slowly lost its consumer appeal.
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Bronco's Desert Test
- Ford engineers tested the Bronco against competitors in the Mojave Desert.
- The Bronco outperformed the Jeep and Scout, surviving a 30-degree slope descent unscathed.
Bronco's Ad Campaign
- Lee Iacocca, encouraged by Mustang's success, focused on the Bronco's ad campaign.
- Sid Olson highlighted Bronco's flexibility, appealing to both adventurers and families.
Jeep's Engine Upgrade
- Edgar Kaiser pushed Jeep to upgrade its engine to compete with the Bronco.
- A dealer's tip led Jeep to adopt Buick's Fireball V6, improving power and smoothness.