Daily Insights

Ford Gets the Show on the Road

By: Mackenzie Baker | Jul 30, 2020

As one of the oldest car companies in the United States, Ford has many stories to tell. The auto brand is now giving fans the chance to listen to the tale of its famous Ford Bronco. 

Ford created an 8-episode podcast, titled Bring Back Bronco, dedicated to the history of the vehicle and some of its wildest pop culture moments, while celebrating the car’s return to the market after a two-decade hiatus. Launching on August 10, the podcast can be heard on Spotify, Apple Podcasts, Google Podcasts, and on Ford’s website. The series will be hosted by NPR transportation reporter Sonari Glinton and will detail the story of the Ford Bronco starting from its debut in 1966 until it was taken off the market in 1996. Ford is also publishing bonus content on its website, such as sketches of the original Bronco and the new 2021 model, and historic photos from former Ford employees and Bronco fans. 

The Bring Back Bronco podcast allows Ford to reminisce on its popular vehicle with older fans while introducing younger consumers who have never seen a new Bronco in their lifetime. As podcasts are particularly popular with younger millennials and Gen-Z consumers—48% of whom listen to a podcast daily—the new series gives Ford a prime opportunity to drive home the cultural significance of its cars with a younger audience. Ford’s podcast launch also follows a wider trend that has come about during the Coronavirus of brands from various industries launching podcasts to further engage homebound consumers. For example, both Kraft Heinz and Apple recently launched brand podcasts of their own. 

Ford released a two-minute trailer for the new podcast on its popular YouTube channel, where it has one of the largest and most interactive communities among auto brands according to a Gartner report. The brand’s Twitter, Instagram, and Facebook are also dedicated to Bronco advertising, with each channel using the hashtag #FordBronco to engage with fans and build up excitement, in addition to Ford’s television campaign  for the car’s release. In early July, the company partnered with Disney to run ads unveiling the new car on each of the network’s channels. Ford’s multi-platform promotions could be paying off, as the current waitlist to get a new Bronco is up to 18 months for some fans. 

Ford is inviting fans to listen to the legacy of its Bronco through a podcast that could resonate with audiences beyond car enthusiasts and history lovers. The podcast also allows Ford to build a following beyond traditional marketing channels as it looks to continually build buzz around its newest vehicle.