Custom Shop That Inappropriately Used 'Bronco' Name Required to Rebrand Following Ford's Lawsuit
Vintage Modern
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Last November, a dispute arose between Ford and a company called Vintage Broncos. The latter was merging modern, sixth-generation Broncos with vintage aesthetics and using the Bronco name without Ford's explicit written permission. This led to a lawsuit, with Ford taking the company to court to prevent the alleged misuse of its intellectual property to sell custom vehicles priced at $169,000.
It seems that Ford's legal action had an effect, as a representative from the company has announced that its name has been changed to Vintage Modern.
Vintage Modern
Operating out of Georgia, this customization firm continues to sell retro-styled vehicles that use the sixth-generation Bronco framework. However, they no longer refer to them as Broncos, and they are making efforts to ensure you do not either. A disclaimer has been added to the footer of their website, stating:
“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.’”
Instagram
Moreover, if you visit Vintage Modern’s Instagram profile—which boasts 2.3 million followers—the bio states “Not associated w Ford Motor Co.”
When I contacted a Ford spokesperson regarding this situation, their response was merely, “We don’t comment on ongoing litigation.”
In our earlier coverage of the lawsuit, Ford issued a statement that strongly criticized Vintage Modern:
“Bronco is one of the most recognized and beloved brands worldwide. The unauthorized modifications and resale of modern Ford Broncos by Vintage Broncos, marketing them as ‘vintage’ is misleading and unfairly profits from Ford and Bronco brand assets that we have spent decades developing. We are obligated to take all necessary actions to protect customers and prevent others from capitalizing on Ford’s substantial investment and reputation.”
vintagemodern.co
Vintage Modern’s custom vehicles have attracted some notable clients over time. Their website and social media showcase images of founder Chau Nguyen alongside celebrities like LeBron James, Kevin Hart, and Mark Wahlberg, as they receive their definitely-not-a-Bronco. There appears to be significant demand for classic-style 4x4s that feature turbocharged four-cylinder engines and adjustable Fox suspension.
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Custom Shop That Inappropriately Used 'Bronco' Name Required to Rebrand Following Ford's Lawsuit
Vintage Modern, previously referred to as Vintage Broncos, aims to ensure that you are accurately labeling its products as well, due to legal considerations.