It’s 1965 and as the Bronco bucks onto the market, the Jeep boosts its engine power in hopes of catching up. But by the 1970s, the Jeep’s owner, the American Motor Company, has a new strategy: beat the Bronco by going bigger. AMC introduces the massive Jeep Cherokee, jump starting an arms race. Next, Bronco also goes big. Then, Jeep goes even bigger, and more luxurious, with the Grand Cherokee. As the 1990s arrive, the rugged Bronco is falling out of favor with consumers. But it spends one more wild moment in the spotlight when a white Bronco leads a low-speed police chase on live television. Its passenger is murder suspect O.J. Simpson. Listen to Business Wars on the Wondery App or wherever you get your podcasts. Experience all episodes ad-free and be the first to binge the newest season. Unlock exclusive early access by joining Wondery+ in the Wondery App or on Apple Podcasts. Start your free trial today by visiting wondery.com/links/business-wars/ now. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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. Listen to Business Wars on the Wondery App or wherever you get your podcasts. Experience all episodes ad-free and be the first to binge the newest season. Unlock exclusive early access by joining Wondery+ in the Wondery App or on Apple Podcasts. Start your free trial today by visiting wondery.com/links/business-wars/ now. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.