It has only been five days since Ford has fully revealed what is probably the most exciting they have done since, well, never. The 2021 Ford Bronco is finally here, and we love what we see so far. Ford seems to have listened and done its homework, and it has affected not only all-terrain enthusiasts, but those who have grown up remembering the name Bronco since they stopped producing about 24 years ago. Not only does it look really cool, but it also comes with a host of thoughtful features that can help it face off against its rival, the Jeep Wrangler. Not all are rainbows and butterflies, however, as the Bronco went through many challenges before getting the go-ahead from Ford’s head honchos.
Bloomberg has published an awesome article detailing the history of the Ford Bronco’s return, giving in-depth details of what’s going on behind all the RP and the fluff. Heck, they even mentioned that there was a team called Bronco Underground that actually designed the new generation Bronco, all without prior approval or knowledge of Ford. They continued to beg for a chance and wanted to convince everyone that the Bronco still had a kick. Unfortunately, the timing was halted in the late 90s. According to Mark Grueber, director of advanced product marketing and someone who pushed for the Bronco, “So many people doubted us. They all said Ford was going to screw up. “
The original idea at the end of the 90s was to create a vehicle that moved away from its square origins with a minimalist design that would suit young buyers. Two- and four-door versions were created, and it seemed pretty good until a scandal occurred, bringing Bronco to life with him. Budget cuts and a weak business case kept things from moving forward, but consumers wanted high-end capable vehicles. You could imagine the frustration of the guys behind the renaissance of the Bronco.
And when people wanted crossovers and retro, all-terrain SUVs, the Bronco idea finally got its start. It also helped the change of direction that it would be interesting to refer to Ford’s playbook for older tubes. We don’t want to go into it too much here, so it’s best to check out the fun article that Bloomberg has prepared. Fortunately, I think we can all agree that the July 9 launch didn’t happen, right?