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Ford Rough Riders Trademark Hints At Future Bronco Racing Series

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Two new Ford Motor Company trademark filings seem to foreshadow an upcoming off-road racing program for Bronco owners.

Ford Authority has just uncovered that The Blue Oval has filed to register “Ford Rough Riders” and “Bronco Rough Riders” with the United States Patent and Trademark Office (USPTO). Both of the filings were made on September 29th, 2020, filed in the following Goods & Services categories:

  • Entertainment services in the nature of automobile racing
  • Entertainment services, namely, entertainment of others by participating in automobile racing events
Filing Date Filing Office Serial Number Goods & Services
Ford Rough Riders September 29, 2020 USPTO 90220981 Entertainment services in the nature of automobile racing; Entertainment services, namely, entertainment of others by participating in automobile racing events
Bronco Rough Riders September 29, 2020 USPTO 90221076

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The Ford Authority Take

These two trademark applications, as well as their goods and services descriptions, seem to indicate that The Blue Oval is planning a customer racing series for the all-new Bronco. An owner-facing, factory-organized off-road motorsports effort featuring the 2021 Ford Bronco would be quite the interesting development that would be of great value and interest to hardcore owners. Such an event would also attract even more attention to the new Bronco, potentially helping sales of the reborn off-roader.

This strategy is currently being successfully employed by various automakers. For instance, BMW organizes a racing season wherein owners partake in racing events at major tracks around the country. The automaker organizes the events, provides technical support to the teams, and keeps track of points and standings, with winners being announced at the end of the season. It’s possible that Ford could do the same for Bronco owners, albeit for off-road events, under the Bronco Rough Riders brand.

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We’ll follow everything related to these two trademark applications and report back as soon as we know more. Until then, we invite you to subscribe to Ford Authority for the latest Ford trademark news, Ford business news, Ford Bronco news, as well as ongoing Ford news coverage.

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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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