Jeep vs Bronco | Full Throttle Business Wars

It's 2008 and the U.S. government spends tense months deciding whether, and then how, to bail out the U.S. auto industry. Chrysler is saved through a forced merger with another foreign suitor — Italy’s Fiat. Fiat’s charismatic chairman makes Jeep the centerpiece of the new Fiat Chrysler. But Jeep also faces new competition as Ford decides to bring the Bronco back. Jeep doesn’t sit idle. It puts more horses under its hood than ever before. And the showroom showdown that follows will result in staggering demand and stunningly high prices for both Jeep and Bronco.

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