A company that has sparked controversy by restoring the Ford Bronco to a retro-modern style is currently at the center of a legal dispute with Ford. The latest Bronco model features a clean, modern interpretation of the classic design. However, some consumers still long for the vintage aesthetic of the past.
Vintage Broncos, a company specializing in restoring and creating restomods, has produced customized versions that transform the modern Bronco into a retro-styled vehicle. This appeals to consumers who want the iconic look of the classic Bronco but also seek the advanced safety and convenience features available in the latest models. The blend of nostalgic design with modern functionality has made these restomods popular among enthusiasts.
Vintage Broncos create confusion and put customers at risk
However, Ford has filed a lawsuit, claiming that Vintage Broncos’ modifications infringe on the company’s trademark. While the specifics of the lawsuit remain unclear, it was filed in the U.S. District Court for the Northern District of Georgia, and Ford has requested a jury trial. Vintage Broncos is expected to argue that the modifications involve making the new Bronco look older, but attention is now focused on how Ford will respond in court.
A Ford spokesperson stated that Vintage Broncos’ unauthorized modification and resale of modern Ford Broncos, especially under the “vintage” name, is “misleading” and “unfairly profits from the Ford and Bronco brand equity that Ford has built over decades.” Ford further emphasized that it is responsible for protecting its brand and customer safety, adding that such modifications could harm the company’s investments and reputation.
Vintage Broncos rebrands itself as Vintage Modern and adds disclaimers to its website
The Vintage Bronco website describes its vehicles as “modern vehicles that look vintage, drive like new, and are as reliable as new,” boasting convenience features such as six airbags, traction control, a rearview camera, anti-lock brakes, Apple CarPlay, Android Auto, and air conditioning.
Following Ford’s lawsuit, the company rebranded from “Vintage Bronco” to “Vintage Modern” to distance itself from potential legal issues. Additionally, a disclaimer was added to the bottom of the homepage, stating that Vintage Modern is not sponsored, approved, or endorsed by any automobile company, including Ford Motor Company.
The social media profile still uses the name Vintage Broncos
The website also includes the following legal disclaimers: “The names Ford and Bronco are trademarks of Ford Motor Company, and all other trademarks mentioned are the property of their respective owners. References to these trade names or marks are for identification purposes only.” It further notes that “Vintage Modern vehicles should not be referred to or described as Vintage Ford Bronco, Ford Bronco, Vintage Modern Bronco, or Ford Vintage Modern Bronco.”
Despite the rebrand, the controversy will likely persist, as “Vintage Bronco” is still used on the company’s website and social media profiles. The modified Broncos, designed with a retro aesthetic, prominently display the word “Vintage” on the front, mimicking the appearance of a Ford Bronco from the 1960s. However, some critics argue that the design looks inauthentic or poorly executed, adding to the ongoing debate.
Most Commented