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Jeep vs Bronco | Bye Bye Bronco | 3

Business Wars

08-05-2024 • 32 mins

It's 1996, and the last Bronco rolls off the assembly line in Michigan. Ford is moving on to bigger, lusher SUVs. Jeep is already there with its Grand Cherokee. And as it continues to be hugely popular, Chrysler tinkers with a merger. It eventually combines with Germany’s Daimler-Benz. The merger is a mess, and Jeep suffers under new management. Meanwhile, as the new millennium dawns, an underground group inside Ford quietly plots to bring back the Bronco. But just as it looks like the Bronco Underground may succeed it hits a major roadblock — a global, financial crisis that short-circuits both Ford and Chrysler.

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