6 - Stuck in the Mud – 2004 to 2009

Will Millennials buy a Bronco?

It’s 2004 and Millennials are poised to become the biggest car buying segment in America. Ford knows they need a product for them, but what do they want?

Armed with that information, the Bronco Underground creates a business case and production plan for a new off-road vehicle. It’s affordable, rugged, and stylish – Everything this booming demographic wants. All the Underground needs is approval from Ford’s council of the vice-presidents.

Is this the opportunity they’ve been waiting for?

for more info: broncopodcast.ford.com