Jeep vs Bronco | Back in the Saddle | 5

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 22 May 2024

⏱️ 46 minutes

🔗️ Recording | iTunes | RSS

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Summary

David is going behind the scenes with Ford’s Director of Vehicle Personalization, Mark Grueber, who helped power the “Bronco Underground.” You heard him in this season of Business Wars, and now he’s sharing what it was like to bring the iconic Bronco back to life — and how its buzzy launch almost bottomed out. Later, Larry Webster, Editor-in-Chief of the popular automotive outlet Hagerty Media, joins David to talk about the legacy of trailblazing SUVs like Jeep and Bronco, and whether we could see more electric off-roading vehicles in our future.

Listen to Larry’s Never Stop Driving podcast from Hagerty.

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Transcript

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0:00.0	Wundery Plus subscribers can binge new seasons of Business Wars, ad free right now.
0:06.0	Join Wundery Plus in the Wundery app or on Apple Podcasts. I'm David Brown and this is Business Wars.
0:17.0	I'm David Brown and this is Business Wars. The The story of Jeep versus Bronco is a decades-long rivalry.
0:44.6	Jeep developed in the 40s for wartime was the brand that started at all,
0:48.9	kicking off the SUV movement before it even had a name or a consumer market. Even today this vehicle
0:55.5	is by some count stronger than ever. Talk about tough. Then came the bronco in
1:00.5	the 1960s that took the market by storm. It fell off in the 90s but
1:04.4	came back hot in the 20-20s, thanks to a secret underground effort at Ford that
1:09.1	ultimately revived its flagship SUV. And when the Bronco hit the market
1:14.0	after a nearly 25-year hiatus,
1:16.0	well, fans couldn't get enough.
1:18.0	Well, over the past 24 hours, the automotive world buzzed
1:21.0	with the Ford Broncos rebirth.
1:23.0	I can't remember a more hotly anticipated car in the entire history of my YouTube channel.
1:29.0	These guys really did almost blow up the internet last night.
1:32.0	Ford knows they're going to move a lot of
1:33.4	metal in this one. Mark Gruber was one of the Ford employees involved with a
1:37.3	Bronco underground as they call themselves, a clandestine movement that brought the
1:42.0	Bronco back to life.
1:43.3	He was a big part of this season of Business Wars.
1:45.6	And now that the Bronco Underground is very much above ground,
1:48.6	Mark joins us to talk about the project and share why the new Bronco's launch may have been the most stressful of his career.
	...

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