Aug 21, 2023
I'm not sure if is cool to post or not but I wanted to try. I'm the Creative Director of an online (free!) magazine called Over-Drive Magazine. We just post a story and a bunch of fact sheets that include a bunch of specs for the 1966 – 1970 Broncos (you'll find paint codes if you need to repaint or current market values and related brochures/advertising.
Here is a little bit of the story:
Bronco Bustin’
The One That Started It All! 1966 – 1970 Bronco
Today, if you mention Bronco to a car nut, they’ll rave about the original and how it took the country by storm. But did it really? The numbers say “NO” but the legend says “YES”. Bronco sold about 10% of the lowly Plymouth Barracuda in 1966, and we hardly talk about the 1966 Barracuda today. So why the enthusiasm? Why the legend? Why did the new car come back to such acclaim? Let’s find out . . .
First and foremost, let’s dispel one Urban Legend – it wasn’t sales. Ford never sold more than 25,000 Broncos per year from 1966 through 1977. Compare that to Mustang or even the lowly Maverick, introduced in the same era and you’re looking at a pretty dismal picture. In fact, Bronco didn’t take off until it was reintroduced in 1978 as a shortened F-100 Pickup.
Was it marketing? We don’t think that was the case either. Ford’s advertising campaign kicked off with lots of publicity and plenty of print ads in 1965-1966. See 1966 Ford Bronco Print Ads. But that campaign quickly petered off until by 1970, the Bronco was only being featured as part of companion ads with other Ford trucks. It is surprising that Ford didn’t pump more dollars into the original campaign and keep it going throughout the first version;s life. In our opinion, combining the Bronco advertisements with other trucks took the excitement of off-roading away – something ford would recognize and correct with version 2 of the vehicle.
Continue Reading Here
Here is a little bit of the story:
Bronco Bustin’
The One That Started It All! 1966 – 1970 Bronco
Today, if you mention Bronco to a car nut, they’ll rave about the original and how it took the country by storm. But did it really? The numbers say “NO” but the legend says “YES”. Bronco sold about 10% of the lowly Plymouth Barracuda in 1966, and we hardly talk about the 1966 Barracuda today. So why the enthusiasm? Why the legend? Why did the new car come back to such acclaim? Let’s find out . . .
First and foremost, let’s dispel one Urban Legend – it wasn’t sales. Ford never sold more than 25,000 Broncos per year from 1966 through 1977. Compare that to Mustang or even the lowly Maverick, introduced in the same era and you’re looking at a pretty dismal picture. In fact, Bronco didn’t take off until it was reintroduced in 1978 as a shortened F-100 Pickup.
Was it marketing? We don’t think that was the case either. Ford’s advertising campaign kicked off with lots of publicity and plenty of print ads in 1965-1966. See 1966 Ford Bronco Print Ads. But that campaign quickly petered off until by 1970, the Bronco was only being featured as part of companion ads with other Ford trucks. It is surprising that Ford didn’t pump more dollars into the original campaign and keep it going throughout the first version;s life. In our opinion, combining the Bronco advertisements with other trucks took the excitement of off-roading away – something ford would recognize and correct with version 2 of the vehicle.
Continue Reading Here
Creative Director of Over-Drive Magazine
Bronco Bustin’ - The One That Started It All! 1966 – 1970 Bronco
Bronco Bustin’ - The One That Started It All! 1966 – 1970 Bronco
TK1215, Chief Ron
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Aug 21, 2023