The rise, fall, and rebirth of the Ford Bronco is a metaphor for the last 50 years in America. The boxy little 4x4 represents the arc of American history dating back to the 1960’s.
The emergence of the Bronco really lines up with a whole new era of America. You've got the baby boomer generation coming into their own, you've got the women's liberation movement, you've got the civil rights movement. All of these things are sort of happening in the 1960s.
In the 1970’s the Bronco was unapologetically big and boisterous.
Then in the 1990’s OJ Simpson and the Slow White Bronco Chase transformed the brand from rugged… to notorious.
Then suddenly… it disappeared. Fans never got answers as to why. So that’s what we are going to find out.
But the Bronco didn’t die – it just went ‘underground.’ It became the obsession of a select group of mercenaries inside Ford that fought and schemed their way through the bureaucratic maze, to keep the dream alive.
It was an uphill struggle that would take almost 20 years.
Join us on this wild ride. An 8-part serial uncovering 50 years of blood, sweat, and dirt.
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