Fear And Loathing In Las Vegas?">

Could This Be The "Press Bronco" From Fear And Loathing In Las Vegas?

Murilee Martin
by Murilee Martin

When Raoul Duke, protagonist of Hunter S. Thompson’s best-known work, goes to cover the story of the ’71 Mint 400 race, he attempts to observe the race from a Ford-owned truck. When I saw this ’72 at a Denver wrecking yard a few days ago, I figured I might be looking at that very same truck!

Of course, Fear And Loathing In Las Vegas is fiction, but Thompson really did attempt to cover the Mint 400 and he might well have caught a desert ride in a Bronco such as this one.

In Thompson’s words: The Ford Motor Company had come through, as promised, with a “press Bronco” and a driver, but after a few savage runs across the desert—looking for motorcycles and occasionally finding one—I abandoned this vehicle to the photographers and went back to the bar.

It looks like this truck has been sitting outdoors with the windows open for decades and the body is rusted to hell. Probably some decent parts left on it somewhere, though.

Maybe the good ol’ Windsor still runs. You never know, you know?







Murilee Martin
Murilee Martin

Murilee Martin is the pen name of Phil Greden, a writer who has lived in Minnesota, California, Georgia and (now) Colorado. He has toiled at copywriting, technical writing, junkmail writing, fiction writing and now automotive writing. He has owned many terrible vehicles and some good ones. He spends a great deal of time in self-service junkyards. These days, he writes for publications including Autoweek, Autoblog, Hagerty, The Truth About Cars and Capital One.

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  • Advance_92 Advance_92 on Dec 29, 2010

    Where's 'Zoom?'

  • Roberto Esponja Roberto Esponja on May 02, 2012

    Pity, this must have been a good-looking Bronco when it was in good shape. Noticed at one time it had collector plates (upper half is still attached). Wonder if this was one of those unfortunate cases of a vehicle that was kept in great condition, then the owner died/got arrested/became disabled/went missing and it got parked "out back" by a relative who didn't care, where it rotted away for the next fifteen years until someone called the salvage yard.

  • Analoggrotto I don't see a red car here, how blazing stupid are you people?
  • Redapple2 Love the wheels
  • Redapple2 Good luck to them. They used to make great cars. 510. 240Z, Sentra SE-R. Maxima. Frontier.
  • Joe65688619 Under Ghosn they went through the same short-term bottom-line thinking that GM did in the 80s/90s, and they have not recovered say, to their heyday in the 50s and 60s in terms of market share and innovation. Poor design decisions (a CVT in their front-wheel drive "4-Door Sports Car", model overlap in a poorly performing segment (they never needed the Altima AND the Maxima...what they needed was one vehicle with different drivetrain, including hybrid, to compete with the Accord/Camry, and decontenting their vehicles: My 2012 QX56 (I know, not a Nissan, but the same holds for the Armada) had power rear windows in the cargo area that could vent, a glass hatch on the back door that could be opened separate from the whole liftgate (in such a tall vehicle, kinda essential if you have it in a garage and want to load the trunk without having to open the garage door to make room for the lift gate), a nice driver's side folding armrest, and a few other quality-of-life details absent from my 2018 QX80. In a competitive market this attention to detai is can be the differentiator that sell cars. Now they are caught in the middle of the market, competing more with Hyundai and Kia and selling discounted vehicles near the same price points, but losing money on them. They invested also invested a lot in niche platforms. The Leaf was one of the first full EVs, but never really evolved. They misjudged the market - luxury EVs are selling, small budget models not so much. Variable compression engines offering little in terms of real-world power or tech, let a lot of complexity that is leading to higher failure rates. Aside from the Z and GT-R (low volume models), not much forced induction (whether your a fan or not, look at what Honda did with the CR-V and Acura RDX - same chassis, slap a turbo on it, make it nicer inside, and now you can sell it as a semi-premium brand with higher markup). That said, I do believe they retain the technical and engineering capability to do far better. About time management realized they need to make smarter investments and understand their markets better.
  • Kwik_Shift_Pro4X Off-road fluff on vehicles that should not be off road needs to die.
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