Whether or not we think the Bronco DM-1 concept looks attractive is beside the point here.

To me, this oft-forgotten concept that had been envisioned by a student designer outside of FoMoCo represents a rare look at, in reality, what the Bronco probably should look like.

Is this concept that far from the ideal that many enthusiasts claim they want — a two-door, four seat, slightly beefy hatchback with cargo space, off-roadability, and good fuel economy? In other words, think of this as a short-short wheelbase Ford Econoline van with Quigley 4WD.

Or, as it was built on an Escort chassis, a Ford rally car that just so happens to have travel arrangements from Paris to Dakar. I can see the Bronco in that space, as if the VehiCROSS had originated from a factory in Detroit, Michigan.

1988 Ford Bronco DM-1 in profile • via Ford
1988 Ford Bronco DM-1 being loaded up • via Ford

According to the Chicago Auto Show:

“The small four-wheel drive concept vehicle was the winning design in a Ford sponsored contest for industrial art students. Mr. Derek Millsap, who created the five-seat sport-utility vehicle, lent his initials to the Bronco DM-1 name. Bulbous body was made of steel-reinforced fiberglass, and the large hatch extended into the roof.”

1990 Ford Bronco DM-1 publicity photo • via Ford
1990 Ford Bronco DM-1 side profile • via Ford

Inside and out, this is the exact milquetoast, comfy, efficient, fat-assed jellybean we needed on new and used car lots for a generation of buyers. 

So, instead, Ford went off and built internal Bronco studies and, eventually, a new Bronco that’s capable and popular, sure — but compromised with day-to-day livability and road manners held back by its throwback form factor. Ditto the Bronco Sport, which is much closer in size and intent to the DM-1…but without the concept’s extremely rounded form. 

Speaking of its stated date of birth at the Ford Media site of 1990, other sources list its debut at 1988 — I believe the earlier year had it shown in white, with the updated version (possibly once it had been turned into a functional vehicle) resprayed in yellow.

Check out that 'sat nav'! 1990 Ford Bronco DM-1 interior publicity photo • via Ford

Was it, eventually, a functional concept? You bet. 

Have I been able to find high-quality footage of it to share with you? Sadly not yet, apart from the few screenshots above.

Without butch looks, is this a Bronco, or another, more compelling idea entirely?

READ NEXT: My story on the Toyota RAV-FOUR concept.

Toyota RAV-FOUR
Car of the Day #84: 1989 Toyota RAV-FOUR

This post is for subscribers only

Sign up now to read the post and get access to the full library of posts for subscribers only.

Sign up now Already have an account? Sign in