Business Wars Jeep vs Bronco | Bye Bye Bronco | 3
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May 8, 2024 Explore the tumultuous history of the Bronco's rise and fall in the late '90s. Witness Ford's internal struggle as a clandestine group fights to revive the iconic SUV while Jeep grapples with management turmoil after a messy merger. Discover how nostalgia fuels innovation in design and strategy, enabling a battle for market dominance. Amidst financial crises and shifting consumer preferences, the legacy and future of both the Bronco and Jeep hang in the balance.
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Ford's First Rollover Lawsuit Loss
- A Dallas couple sued Ford after their daughter died in a Bronco II rollover accident.
- The jury awarded the family $25 million, marking Ford's first loss in such a case.
The Last Bronco
- Jeff Trapp, a Bronco enthusiast, led a parade marking the end of Bronco production.
- Ford discontinued the Bronco due to changing consumer preferences and negative publicity.
Rebranding over Redesign
- Ford believed that rebranding was necessary to convey change and address negative image.
- Simply adding doors to the Bronco wouldn't change its perception as a family vehicle.