Sonari Glinton is a NPR Business Desk Correspondent based at NPR's West bureau. He covers the auto industry, consumer goods, and consumer behavior, as well as marketing and advertising for NPR and Planet Money.
What does ‘Success’ look like?Studio “S” is a legendary room in Ford’s design building in Dearborn, Michigan.. This creative laboratory gave birth to the Thunderbird, the Mustang and even the original Bronco. Today it is filled with full size clay models of the new Bronco. Sonari Glinton is granted access to this most secretive of rooms and discovers the incredible lengths being taken to honor the past and inspire the future.But who are they building for? Middle aged men in Tennessee? Or young women in California? Can one Bronco satisfy everyone?for more info: broncopodcast.ford.com
Is this really it?After three attempts over 15 years, the Bronco Underground is on the verge of giving up. Then outside market forces suddenly turn in their favour. America’s love affair with the SUV is pushing small cars out of production and that opens up an opportunity for the Bronco.But make no mistake, it isn’t going to be easy. Bronco had been out of the market for more than 20 years and this is its last chance.What Can the Bronco Underground learn from Jeep -- about what the off-road market really wants?for more info: broncopodcast.ford.com
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
If you love something enough can you bring it back to life?Ford is a giant company and trying to get them to bring back the Bronco is not going to be easy. There are two groups working towards that end. On the outside, there are dedicated fans and owners around the country. They meet on weekends, drive the back-country trails, and dream of a new Bronco. On the inside, there is a handful of Ford employees scattered around the corporation working secretly to create the conditions for a rebirth.Sonari Glinton uncovers the final resting place of a concept car that went nowhere, and discovers a series of full-size clay models that were never before seen publicly.But will it all be enough to bring back Bronco?for more info: broncopodcast.ford.com
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Creator Details

Location
West Hollywood, CA, USA
Episode Count
10
Podcast Count
2
Total Airtime
4 hours, 43 minutes
PCID
Podchaser Creator ID logo 114661