‘Bronco Underground” behind push to bring back the popular SUV


A 2006 effort to construct the Bronco at a Ford manufacturing facility in South Africa and import it to the U.S. was rejected by executives who believed the plan to be too dangerous and costly. By the point the Nice Recession enveloped the auto trade, “we have been actually forbidden from utilizing the B-word,” stated Mark Grueber, a Ford advertising and marketing director and member of the Underground.

Ford executives lastly got here round to the thought of reviving the Bronco after deciding to deliver the Ranger pickup again to the U.S. The automaker wanted one other car to construct alongside the Ranger, and Grueber lastly noticed a gap. He requested his boss, Ed Ostrowski, who oversaw improvement of future merchandise, “Can we do no matter we would like with the second product? When he stated, ‘Yep,’ it was like profitable the lottery.”



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