Ford is suing Vintage Modern for alleged trademark infringement over the design of its Bronco.
Ford is taking tuning firm Vintage Modern to court, accusing it of infringing on its Bronco design trademarks by transforming modern Broncos into retro-styled versions that evoke the look of their classic predecessors. Ironically, or fittingly, the lawsuit was filed on Halloween.
While details remain unclear, the case was filed in the US District Court for the Northern District of Georgia, with Ford requesting a jury trial. This could be a risky move, as jurors might be swayed by the argument that Vintage Modern is simply modifying new Broncos to give them an old-school appearance.
The outcome is uncertain, but Vintage Modern argues that their builds are modern vehicles that blend vintage aesthetics with the reliability and safety of new models. They highlight features such as anti-lock brakes, traction control, stability control, a rearview camera, air conditioning, app connectivity, Android Auto, and Apple CarPlay. Essentially, their vehicles offer the latest Bronco experience in a retro package.
Interestingly, Vintage Modern appears to have taken steps to avoid conflict with Ford. Their vehicles carry Vintage branding, and their website includes a disclaimer stating, “Vintage Modern has no sponsorship, association, approval, or endorsement from any motor company including Ford Motor Company.”
However, there’s a glaring issue that stands out as somewhat questionable: the Vintage Broncos logo, which resembles a cheap imitation of Ford’s. It essentially swaps the positioning of the legs and looks much more amateurish overall.
The lawsuit caught the attention of The Drive, and a spokesperson commented, “Vintage Broncos’ unauthorized modifications and resale of modern Ford Broncos, marketed as ‘vintage,’ is misleading and unfairly profits from Ford and Bronco brand assets that we’ve spent decades building. We have an obligation to take all necessary steps to stop those who put customers at risk and capitalize on Ford’s significant investment and reputation.”
