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The Atlas Obscura Podcast

Fordlandia

The Atlas Obscura Podcast

SiriusXM Podcasts & Atlas Obscura

Society & Culture, Places & Travel

4.61.8K Ratings

🗓️ 9 September 2025

⏱️ 17 minutes

🧾️ Download transcript

Summary

In the 1920s, Henry Ford decided to create a rubber plantation in the Amazon rainforest, and alongside it, a tidy little town for his workers: Fordlandia. With its classic American homes and yards, sidewalks and electric streetlights, Fordlandia was a Midwestern anomaly in the Brazilian jungle, one that dazzled American visitors. And it might have actually been a decent place to live – if it weren’t governed by Henry Ford’s rigid and peculiar rules for a wholesome society. Read more in Fordlandia: The Rise and Fall of Henry Ford's Forgotten Jungle City by Greg Grandin.

Transcript

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0:00.0

Johanna, do you ever buy lottery tickets? No, never. Not a lottery ticket kind of gal.

0:07.7

I actually just got shamed by the man selling me lottery tickets for wasting my money.

0:12.2

You buy lottery tickets? I do buy lottery tickets. And I think what I really like about it is fantasizing that, you know, if I have enough money, I will finally be able to do

0:22.4

whatever I want. And this is the appeal of being a multi-millionaire, Ella. I think you're not

0:28.8

the first one to have this crazy, wild notion that money will give me power. And the story that we're

0:35.9

going to talk about today is about a lot of things.

0:38.4

But one of them is a lesson about how even with unlimited money from time to time, the world refuses to do your bidding.

0:47.4

So I want to take you back to the 1920s and tell you about Henry Ford.

0:52.1

The 1920s was a time when Henry Ford was incredibly wealthy. Classic story,

0:57.7

he'd started off as a simple Michigan farm boy, started tinkering, and then in 1908 he created

1:03.0

the Model T, the first ever affordable mass-produced car, which made him incredibly rich. But it also

1:09.4

reshaped America in the process.

1:11.7

Like, he decided that well-paid workers weren't going to quit, so he brought in higher wages.

1:17.6

He also brought in the eight-hour workday.

1:19.4

It's funny, I was just talking last weekend with my partner about Ford a little bit where

1:25.9

we were like, he is the reason that we have a car-centric society.

1:30.7

But he was surprisingly good to his workers.

1:34.8

Complicated figure.

1:36.0

He started off good to his workers.

1:37.8

We'll get there.

1:38.6

But in the late 1920s, Ford, despite all of his wealth, he was forced to cave on a couple of pretty big things.

1:45.2

He was forced to finally update his cars after years of resisting even a simple color change,

...

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