By Sergio Alvarez, Jordan Hawley, Nathan Carreon, Nicholas Karoglu
Professor Pete Evanow, M.S
Its a privilege to interview someone like Professor Pete Evanow, a professor at California State University, Fullerton (CSUF), who brings over two decades of expertise in teaching within the College of Communications. With a focus on writing for advertising, Professor Evanow has been a full-time lecturer for 23 years, offering invaluable insights into the dynamic world of marketing and communication.
Read More: Interview With Professor Pete Evanow, and Ford Bronco: The Original SUV.During our conversation, Professor Evanow shared his wealth of experience gained from working in advertising for motorsports, racing teams, and notably, Ford Motor Company. His hands-on involvement in crafting campaigns and strategies for these high-profile entities has provided him with a deep understanding of effective advertising techniques that resonate with audiences.
In addition to his teaching and industry experience, Professor Evanow founded his own advertising company in 1996, specializing in marketing Nissan’s high-performance parts. This entrepreneurial venture further enriched his knowledge of the advertising landscape, giving him a unique perspective on both corporate and independent advertising endeavors.
A notable achievement in Professor Evanow’s career is the recent publication of his third book, titled “Ford Bronco.” This accomplishment underscores his commitment to thorough research and data-driven storytelling, essential skills in the ever-evolving field of advertising.
Throughout our interview, Professor Evanow’s passion for advertising and dedication to fostering a new generation of communicators shone through, making our discussion both enlightening and inspiring. His blend of academic knowledge and real-world experience makes him a valuable resource for anyone interested in the art and science of advertising.
Ford Bronco: The Original SUV by Pete Evanow
Q: How did you conduct research for Ford Bronco: The Original SUV?
Professor Evannow first started his research for this book by diving deep and learning more about the original Ford Bronco released in 1966. He learned that the Bronco car became a part of Fords agenda in 1962, and he was even fortunate enough to have a meeting with one of the original designers of the Ford Bronco which he was able to learn all the minute details about when Ford originally wanted to produce an SUV for commercial purposes. The rest of Professor Evannow’s research came from analyzing the Ford Motor Company’s extensive historical archive which he stated was really easy to access, and had deep information for him to analyze. All in all he conducted his research by scheduling interviews, meeting numerous Ford Motor Company representatives, and analyzing Ford’s historical archive.
Q: What hardships did you face when researching for Ford Bronco: The Original SUV?
Surprisingly when researching for this book Professor Evennow did not face a big number of hardships, except for acquiring permission to use certain images in the book. For example he stated that he wanted to use some photographs from his personal favorite films but the price the film studios were asking for so that he could use those photos however he pleases was way out of his budget. So his solution to this hardship was just to use the website known as Gettyimages.com which is a service that allows users to use photos free of charge, and Professor Evanow was even able to get some of photos from his favorite films to use for the book thanks to this service. He even donated some photos of Ford Bronco users that wanted to be featured in his work free of charge. Fortunately for Professor Evennow this was the only hardship he had to face while researching for this book.
Q: Why do you think Ford decided to bring back the bronco? How did they justify bringing this vehicle back?
When asking this question I expected to hear about statistics,surveys and in general research on how Ford was able to justify bringing the Ford Bronco back. Though the answer I received was quite simple, because people wanted them. The Ford Bronco was discontinued in 1996, due to a change in consumer wants and needs. Ford brought back the Ford Bronco in 2021, after years and years of constant asking Ford provided. Professor Evanow, having worked at Ford, seemingly knew the Ford Bronco would return one day, as American consumers were slowly demanding a large off-road vehicle that wasn’t a Ford truck. This is one of few cases where much research did not have to be done to justify a large business expenditure, as the hype of the Ford Bronco was already there.
Q:With Gas Prices on the rise, is there a decrease in sales of the Ford Bronco?
I assumed with the high cost of gas prices, this would impact the sales of the Ford Bronco. Professor Evanow stated that high gas prices did not impact the sales of the Ford Bronco in the slightest. There were no details provided, though he once again stated that the hype and tension surrounding the return of the Ford Bronco was simply overpowering any financial doubt that a consumer would have besides the cost of the vehicle. Professor Evanow also stated that this is only a California issue with high cost of gas prices, as California has the highest tax of gas in the country.
Professor Pete Evanow, author of the book Ford Bronco: The Original SUV, shared some fascinating insights that shed light on his personal and professional journey with this iconic vehicle. Our conversation began with a reflection on another legendary car, the Shelby Cobra. Evanow clarified that although it’s technically a sister company to the Bronco, there’s an intriguing connection. His book’s co-author was named after Carroll Shelby, which illustrates the intertwined legacies of these classic American vehicles.
When asked why he chose to write about the Ford Bronco, Evanow revealed a personal nostalgia linked to his own experiences. “I owned a Bronco back in 1992,” he confessed, expressing regret over selling it. He noted how, over the years, the Bronco has not only maintained but increased in value. A testament to its lasting appeal and durability. This personal history with the Bronco clearly fueled his passion for the subject, making the book not just a professional project but also a personal homage to a beloved classic.
Despite the book only being published two weeks ago, Evanow was eager to discuss its early reception. He hasn’t received direct feedback from readers yet but shared his excitement about the book’s positive trend on Amazon. This early indication of interest suggests that his work resonates with both long-time enthusiasts and new fans of the Bronco, highlighting the vehicle’s enduring legacy in American culture and automotive history. Evanow’s reflections provide a unique glimpse into the world of automotive writing and the personal connections that often inspire it.
Our Interview with Professor Pete Evanow
The Society for Communications Research 