Business Wars Jeep vs Bronco | Back in the Saddle | 5
May 22, 2024
Join Mark Grueber, Ford’s Director of Vehicle Personalization, who played a pivotal role in reviving the Bronco. He shares the ups and downs of the Bronco's comeback, including the challenges faced during its launch. Larry Webster, Editor-in-Chief of Hagerty Media, discusses the legacy of legendary SUVs and the future of electric off-roading vehicles. The conversation highlights the deep connections enthusiasts have with classic models and the evolving landscape of off-road adventures as automotive technology advances.
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Ford Family Legacy
- Mark Gruber's family has a multi-generational connection to Ford, with his grandfather having a particularly notable career.
- His grandfather worked on soybean research and established the AC department, even meeting Henry Ford and Thomas Edison.
OJ Bronco Chase
- The O.J. Simpson car chase brought immense public attention to the white Ford Bronco.
- However, this event didn't influence the Bronco's discontinuation, as the decision was already made.
Bronco Underground's Persistence
- Mark Gruber's team at Ford persistently advocated for a Bronco revival, despite facing resistance and being forbidden to use the name.
- They conducted customer research, validating the strong positive perception of the Bronco brand, ultimately leading to its successful return.