Ford Motor Company initiated a high-profile trademark infringement lawsuit in October 2024 against Vintage Modern, Inc. (formerly Vintage Broncos), a Georgia-based company that retrofits modern Ford Broncos with vintage-style exteriors resembling the iconic 1966 to 1977 first-generation Broncos. The lawsuit alleges unauthorized use of Ford’s Bronco trademark and trade dress, accusing Vintage Modern of misleading consumers and unfairly profiting from Ford’s historic brand reputation.
Details of the Vintage Broncos Ford Lawsuit
Ford claims that Vintage Modern’s practice of converting brand-new Broncos into retrofitted versions styled with classic body panels constitutes trademark and trade dress infringement, false advertising, and unfair competition. According to the complaint filed in the U.S. District Court for the Northern District of Georgia, Vintage Modern’s vehicles cause consumer confusion by appearing as genuine classic Bronco models, compromising Ford’s brand integrity and exposing consumers to safety risks.
Prior to filing the lawsuit, Ford issued a cease-and-desist letter in June 2024 demanding Vintage Modern halt the production and sale of such vehicles. Vintage Modern rejected the demand, asserting that the modifications and restorations comply with industry standards and that Ford’s claims threaten aftermarket innovation and customization culture.
Ford’s Legal Arguments and Trademark Protection Strategy
Ford maintains that the Bronco trademark remains active and vigorously protected despite periods of discontinued production between the 1990s and 2020. The automaker points to continuous use of the Bronco name in replacement parts, branded merchandise, and marketing efforts to assert its intellectual property rights.
The lawsuit seeks injunctive relief to prevent Vintage Modern from marketing or selling modified Broncos under the Bronco name and demands damages for trademark dilution, counterfeiting, and false advertising. Ford emphasizes customer safety concerns given the extensive exterior modifications that could affect vehicle structural integrity.
Vintage Modern’s Defense and Industry Implications
Vintage Modern contests the lawsuit, claiming Ford abandoned the Bronco trademark between 1996 and 2020 when production halted and that their modifications fall under permissible restoration and customization practices. They argue that their vehicles celebrate the Bronco legacy while providing modern amenities and safety features.
The company accuses Ford of attempting to suppress aftermarket creativity and small business competition, pledging to continue fighting and defending their rights to modify and sell these vehicles. This case could significantly impact the aftermarket restoration industry by clarifying legal boundaries on vintage recreations and brand use.
Potential Legal Outcomes and Market Effects
Legal experts note the case will hinge on interpretations of trademark abandonment, trade dress infringement, and the first sale doctrine, especially given the degree of modification done to original designs. Courts will assess whether Vintage Modern’s activities constitute consumer confusion or legitimate customization.
The ruling could set precedents affecting automotive restomods, classic car refurbishment, and intellectual property rights enforcement in the vehicle customization sector, influencing how manufacturers and aftermarket companies negotiate brand usage.
Conclusion
The Vintage Broncos Ford lawsuit highlights the complex tensions between intellectual property rights of global automakers and innovation in the automotive restoration and customization market. Ford’s aggressive defense of the Bronco trademark reflects its commitment to protecting decades of brand equity and consumer safety.
Both companies await judicial determination in this landmark trademark dispute, which will shape the dynamics of vintage branding, vehicle modification, and consumer transparency in the rapidly evolving classic car market.
