Why we Rebranded
In case you missed it, Fero was formerly known as Bad Bronco. We recently rebranded to better fit our future vision for the brand. Read what our founder has to say about it here:
Bad Bronco was born out of hype for the 6th Gen Bronco. I was stoked about building mine to fit my life and style.
I wanted a dark, aggressive style that’s still tasteful and retro-modern. I also wanted it to be the most capable machine possible.
Many of you were looking to do the same. Maybe you couldn’t put your finger on it, but that’s what Bad Bronco was about.
Sometime in the last year, it hit me that the unique mixture we brought to the Bronco community was missing from the automotive community as a whole.
Within automotive culture, there are generally two factions: The first is those who care about function and doing badass things. The second is those who care about tasteful design and looking the part.
With the exception of cafe racer culture, it’s rare to find brands that blend these values.
Where’s the banner for those who love form and function in the automotive community?
Fero will be that banner. For Broncos and their owners, for all automotive enthusiasts, and maybe beyond.
The word fero means savage, iron, fortitude, ready for action and to drive forward. In context, it represents a savage driving force (ferocity) behind a critical objective and the iron will to see it through. Fero isn't just a name, it's our M.O.
For me, it's the driving force behind our mission to create high quality products with innate utility and style.
For all of us, it's the raw enthusiasm to build a Bronco so cool and capable that we feel like we can conquer anything. Together, we're a rare breed of Bronco owners.
Thanks for your support and stay tuned as we flesh out this new brand direction. We’re just getting started!
– Ben Peacock, Founder
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