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Every New Ford Bronco Will Come With a Free Off-Road Driving School
Ford's "Off-Roadeo" program is supposed to get people comfortable with taking their Broncos off the pavement.
Ford's finally bringing back the Bronco, a fact that's been well-documented at this point. The company has an iconic name, a lot of money sunk into this product, and a massive marketing operation to take the fight to the Jeep Wrangler. To catch Jeep, though, Ford knows it needs to have a community of hardcore owners who actually take their trucks off road. That's why every Bronco and Bronco Sport Badlands will include admission to Ford's "Bronco Off-Roadeo" experience.
The program will take place at one of Ford's four off-road experience centers, which will all feature obstacle courses designed to teach off-roading fundamentals. They'll also be close to longer trailheads, giving Bronco owners the opportunity to take their trucks out on real trails with the help of experienced off-road guides. The four locations haven't been finalized, but expect them to be geographically spread for maximum convenience.
It'll be a two-day experience, with the first dedicated to fundamentals of off-roading. This'll include not only driving techniques, but also core tenets of exploration like "leave no trace" and "tread lightly." Ford knows that many Bronco owners won't have off-road experience, so they want to bring them up to speed in a closed environment with loaner vehicles so that they'll feel comfortable taking their own trucks to the trails. Community building is also a key part of this—necessary to take on Jeep's massive enthusiast support network—which is why day one also features a bonfire and lots of time for socialization.
On day two, you'll be able to pick between a more intense second day of off-roading or a "outdoor experience" day. Experience options will change based on the locations of the four experience centers, but think hiking, kayaking, or rafting.
Think of it like the ST Octane Academy or AMG Driving Academy, but for off-roading. It shouldn't be the end of your education, but will make the world of off-roading more approachable. And like Ford's performance school, it comes included with an eligible vehicle purchase. That means if you buy any version of the full-size Bronco or the adventure-focused "Badlands" trim of the Bronco Sport, you get free entrance.
You'll still need to travel to the school and provide your own lodging, though. Ford says lodging needs were too diverse for the company to satisfy everyone and—perhaps more importantly—the company expects a ton of customers to come through. The company wouldn't give an exact projection, but says they're expecting tens of thousands of people to attend across all locations in the first year.
Speaking of which, the Bronco Off-Roadeo should launch around the same time as the Bronco itself, in Spring of 2021. That means Bronco buyers will be eligible from day one, with Ford giving them about a year to take advantage of the offer. The first buyers of the Bronco Sport Badlands—who will likely get their cars around December—will still be able to sign up once the school is up and running. Additional spaces for family members are available for a fee and prospective buyers or other non-owners will be able to pay to attend.
Ford's "Off-Roadeo" program is supposed to get people comfortable with taking their Broncos off the pavement.
Ford's finally bringing back the Bronco, a fact that's been well-documented at this point. The company has an iconic name, a lot of money sunk into this product, and a massive marketing operation to take the fight to the Jeep Wrangler. To catch Jeep, though, Ford knows it needs to have a community of hardcore owners who actually take their trucks off road. That's why every Bronco and Bronco Sport Badlands will include admission to Ford's "Bronco Off-Roadeo" experience.
The program will take place at one of Ford's four off-road experience centers, which will all feature obstacle courses designed to teach off-roading fundamentals. They'll also be close to longer trailheads, giving Bronco owners the opportunity to take their trucks out on real trails with the help of experienced off-road guides. The four locations haven't been finalized, but expect them to be geographically spread for maximum convenience.
It'll be a two-day experience, with the first dedicated to fundamentals of off-roading. This'll include not only driving techniques, but also core tenets of exploration like "leave no trace" and "tread lightly." Ford knows that many Bronco owners won't have off-road experience, so they want to bring them up to speed in a closed environment with loaner vehicles so that they'll feel comfortable taking their own trucks to the trails. Community building is also a key part of this—necessary to take on Jeep's massive enthusiast support network—which is why day one also features a bonfire and lots of time for socialization.
On day two, you'll be able to pick between a more intense second day of off-roading or a "outdoor experience" day. Experience options will change based on the locations of the four experience centers, but think hiking, kayaking, or rafting.
Think of it like the ST Octane Academy or AMG Driving Academy, but for off-roading. It shouldn't be the end of your education, but will make the world of off-roading more approachable. And like Ford's performance school, it comes included with an eligible vehicle purchase. That means if you buy any version of the full-size Bronco or the adventure-focused "Badlands" trim of the Bronco Sport, you get free entrance.
You'll still need to travel to the school and provide your own lodging, though. Ford says lodging needs were too diverse for the company to satisfy everyone and—perhaps more importantly—the company expects a ton of customers to come through. The company wouldn't give an exact projection, but says they're expecting tens of thousands of people to attend across all locations in the first year.
Speaking of which, the Bronco Off-Roadeo should launch around the same time as the Bronco itself, in Spring of 2021. That means Bronco buyers will be eligible from day one, with Ford giving them about a year to take advantage of the offer. The first buyers of the Bronco Sport Badlands—who will likely get their cars around December—will still be able to sign up once the school is up and running. Additional spaces for family members are available for a fee and prospective buyers or other non-owners will be able to pay to attend.
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