In recent years, we’ve watched as the values of first-generation Ford Bronco models skyrocket to new lofty heights, along with the rise of many aftermarket companies churning out finely crafted (and quite pricey) restomods of the vintage SUV. Huge demand and collector interest in older Broncos is also part of what motivated Ford to bring back its iconic off-road SUV for a sixth-generation in the 2021 model year, but now, a company that’s backdating those new models and making them looking like first-gen examples is facing legal pushback from The Blue Oval itself.
As first reported by The Drive, Ford has filed a formal complaint in the U.S. District Court for the Northern District of Georgia recently against a company called Vintage Broncos, which creates what are essentially reverse restomods. The company takes brand new Ford Bronco SUVs and makes them look like old ones, essentially, a pretty involved process that includes swapping out its body panels and even offering a variety of powertrain options – including the 5.0L V8 Coyote, which Ford does not offer from the factory, or even an all-electric version. As one might imagine, these conversions aren’t cheap, with prices starting out around $170k.
Regardless, Ford clearly isn’t pleased with the fact that Vintage Broncos is using the Bronco name and logo on its reimagined version of that particular model, though it’s worth noting that we’ve seen this sort of thing play out in other parts of the automotive world. In fact, there’s more than one company backdating 911 models, but Porsche hasn’t taken legal action in an attempt to stop them – though it did sue Singer Vehicle Designs recently, claiming that it’s using the Porsche name to sell its own unique restomods, which could signal more of these types of actions from automakers in the future.
“Bronco is one of the most famous and loved brands in the world,” Ford said in a statement. “Vintage Broncos’ unauthorized modifications and resale of modern Ford Broncos, reselling them as ‘vintage’ is misleading and unfairly profits from Ford and Bronco brand assets that we have spent decades building. We have an obligation to take all appropriate steps to stop those who put customers at risk and ride on the coattails of Ford’s significant investment and reputation.”
Comments
Instead of suing, Ford should be building them this way. It’s what people wanted. And looking at the photos here, the exterior style and color, and the interior makeover, are far beyond anything Ford is churning out.
If FORD management didn’t have it’s head perpetually planted deep within it’s derriere, it would take advantage of the situation and either partner with, or license these aftermarket vendors. Since is itself unable (or unwilling) to produce the semi-decent product consumers want, maybe it should get the hell out of the way (and make a little money in the process)?
Ford is just pissed of cause they are not getting no profits from this and sales is way down if they had built the bronco more retro instead of like it is and put a v8 instead of the eco-junk in it . But Ford knows there’s idiots in the country that will buy whatever the put out there regardless of price or equipment