Legacy, work, and passion at the end of the world: the story of one of Ushuaia's pioneering families

The Bronzovich family legacy is woven from the same fibers that make up the magical island of Tierra del Fuego. For more than a century, their history has been intertwined with the territory, rural identity, and the very evolution of Ushuaia. It all began in 1910, when Yure, a Croatian immigrant, arrived at this southernmost tip and was captivated by a geography that spoke to him of possibilities. He worked at the Harberton (Yámana) ranch and soon made a definitive decision: to return to Europe only to sell what little he had, find his future wife, and return to Tierra del Fuego with the intention of buying land and putting down roots. He did not manage to acquire the ranch he dreamed of, but he did find his home. He settled in Ushuaia, worked in the prison, and, together with his wife, opened a store that supported the young family, always connected to the land and rural work. "Those roots deepened with the next generation and took shape in the mountains. Vladi, the pioneer's son, made the Laguna Escondida area his home, where his children also grew up. Vecky Bronzovich's childhood could be defined as a chapter made up of forests, explorations, and a freedom impossible to replicate in other corners of the world. From an early age, she found her place in the world in the countryside. She spent hours among horses, and that early, almost daily contact forged her sensitivity and fascination with the nobility of the animal. She learned to drive at the age of 10. Not as a game, but as a vital tool: in an area without communication and with long distances, knowing how to use a truck was the way to seek help in case of any need or emergency. That direct and functional relationship shaped her current view of work vehicles: for her, a pickup truck must be 4x4, reliable, with accessible spare parts and a solid after-sales network. It's not just about mobility, but about survival. "Over time, the legacy materialized in life choices. Today, Vecky continues the family tradition of rural tourism, guiding horseback rides and 4x4 excursions that allow travelers to discover a still magical territory. For those who arrive, walking without encountering anyone or collecting mushrooms in the forest is an exotic experience. For her, it is routine. Tierra del Fuego, she feels and affirms, is a womb: a protective space where nothing bad can happen and where everything can be resolved. Some time ago, she returned to Yámana, the first place her grandfather set foot in 1910. Facing the same wind and the same coast, she understood why he chose to leave everything behind and start over in the south of the south. Connecting with that geographical point was connecting with her own identity. Today, she has a degree in tourism and has found a way to transform that heritage into a project. She is dedicated to rural tourism and to showing those who come to the southern tip of the continent the warmth, tradition, and value of the territory. It also integrates Ushuaia Eco Place, an environmental initiative that invites visitors to reduce their plastic footprint on the island. Tourism that not only observes but also cares. "The third generation of the family represents what is passed on, protected, and evolved. Their history speaks of an identity made of land, family, and resilience. RAM, with Dakota, takes that same concept and projects it forward: a pickup truck designed for those who need to go further, with the power to lead the way and the strength to support those who follow." In those same landscapes—untamed, vast, deeply southern—RAM chose to present the new RAM Dakota, the brand's first pickup truck produced in Argentina. Under the slogan “the legacy continues,” the brand builds a direct bridge between tradition and the future: just as the Bronzovich family built history on the land, Dakota is projected as a vehicle to continue blazing trails. The arrival of the model consolidates RAM's full line of pickups—compact, mid-size, and full-size—within a segment that represents 36% of the market. With domestic production in Córdoba, an investment of over USD 385 million for Dakota and Titano as part of an industrial plan totaling more than USD 1 billion, the brand is committed to growing in a territory where the pickup truck is not a symbol: it is a tool. In a land where driving is learned from childhood and a truck can mean communication, access, and survival, RAM positions Dakota as a vehicle designed for those who take the road seriously. For those who need traction, power, technology, and support. For those who—like Vecky Bronzovich—know the value of an engine capable of taking them where silence begins. "Because in Tierra del Fuego, roads are not found: they are created. And with RAM Dakota, the legacy—the one that is inherited, honored, and projected—continues to move forward.“________________________________________________________”Content LAB is LA NACION's idea and content generation unit for brands with distribution on its digital platforms and social networks. This content was produced for an advertiser and published by Content LAB. LA NACION's editorial staff was not involved in the generation of this content."