While I was personally more surprised by just how good the Bronco Sport looked, there’s no denying that Ford knocked it out of the park with the new Bronco. It’s a fantastic design that integrates classic cues into its styling without feeling nearly as retro as the Chrysler PT Cruiser or Volkswagen New Beetle did. Still, there are plenty of people who wish the modern Bronco looked almost exactly like the old one. Providing that service to customers, however, is also what just got a company called Vintage Broncos sued by Ford for trademark infringement.
Technically, Vintage Broncos is now Vintage Modern, although its website and social media profiles still use the Vintage Broncos name. And, while they offer restoration and restomod services, they also give customers the option to buy what’s essentially a modern Bronco with a new body that makes it look like, well, a vintage Bronco. It also appears the company knew it was at least in a legal gray area with some of its work because the company description at the bottom of the page reads:
Vintage Modern, Inc. specializes in creating modernized interpretations of classic automobiles. By integrating our own custom-designed parts, we craft vehicles that capture the essence of classic cars. Vintage Modern has no sponsorship, association, approval, or endorsement from any motor company including Ford Motor Company. The names Ford® and Bronco® are trademarks of Ford Motor Company, and any other trademarks mentioned belong to their respective owners. References to these trademarked names or marks are solely for identification purposes.
Vintage Modern vehicles should never be referred to or described as a “Vintage Ford Bronco,” “Ford Bronco,” “Vintage Modern Ford Bronco,” or “Ford Vintage Modern Bronco.”
While I generally don’t love a giant corporation going after a small business, unfortunately, corporations have to protect their trademarks, and it sounds like Vintage Broncos Modern flew a little too close to the sun with its attempts at creative workarounds. It’s also unlikely that Ford jumped straight to filing a potentially expensive lawsuit and probably sent at least one cease and desist letter before taking legal action. When asked for comment, a Ford spokesperson told the Drive:
Bronco is one of the most famous and loved brands in the world. 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.
H/T: The Drive