The push to bring back the Bronco started inside Ford Motor Co. only a few years after the iconic SUV went out of production in 1996.
The initial effort consisted of a group of Ford employees calling themselves the Bronco Underground. Led by Moray Callum, who is now Ford's chief designer, the group developed a Bronco that would have both two-door and four-door versions.
Ford's then-CEO, Jac Nasser "loved it," Callum told Bloomberg Businessweek. But the project, codenamed U260, died after the recalls of defective tires on millions of Ford Explorers resulted in Nasser being fired and budgets being cut.