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This is Masters in Business with Barry Rittoltz on Bloomberg Radio.

This week on the podcast I have an extra special guest. Paul Rath, Chief Designer at Ford,

and the man in charge of the new 2021 Ford Bronco, an icon in the history of automobiles,

an legendary car. This was quite a responsibility to come out with something that was so heavily

anticipated and so long awaited. And if you haven't seen the new Ford Bronco, I suggest you go

online and check it out. They very much hit a bullseye. The car looks great. It's capabilities as an

off-road sports utility vehicle are just astonishing. They managed to bring in the base version

under 30,000 dollars. I don't want to sound like I'm doing a commercial for Ford.

And I'm a car guy, not a truck guy, but I have to tell you I'm really impressed with the way

the truck came out. So impressed that I managed to track Paul down at Ford and say, hey, come on

this show and let's talk about the process of creating a brand new vehicle like this.

I found our conversation absolutely fascinating and I think you will also. So with no further ado,

my conversation with the Chief Designer at Ford, Paul Rath.

This is Masters in Business with Barry Ratholtz on Bloomberg Radio. My special guest this week

is Paul Rath. He is the Chief Designer for the brand new Ford Bronco. Previously he was Chief

Designer for Ford. He earned his Masters degree in vehicle design from the Royal College of Art,

Paul Rath. Welcome to Bloomberg. Well, I should have a make. So let's start with the Bronco.

Briefly, congratulations are in order. As soon as you guys announced reservations for the first

edition, the truck sold out overnight. We're going to spend more time talking about the Bronco,

...