The Ford Bronco Off-Roadeo is an annual off-roading school that allows owners of a new Bronco to get a feel for the SUV’s performance on an “outdoor adventure playground.” The event is hosted in four cities in the U.S., and Ford Authority had the opportunity to visit the Off-Roadeo last year to see what it was all about. Recently, The Blue Oval hosted its 2022 iteration of the Off-Roadeo, including an event exclusive to women to welcome them to the Bronco family.
A group of 27 women, consisting of new Bronco owners or order holders, gathered for the event, which was held in Horseshoe Bay, Texas, located just outside of Austin. Trained Bronco Trail Guides, all female, taught them how to utilize every aspect of their off-road-ready SUV, including the Terrain Management System and Goes Over Any Type of Terrain (GOAT) mode. They were also taught how to use the Off-Road Hero Switches, which engage and disengage the locking front differential, rear locking differential, sway bar disconnect and Trail Turn Assist where applicable.
“The off-roading world is very male-dominated,” said Kelsey Gerken, Bronco Consumer Strategy manager. “We wanted to create a space just for ladies, whether they were novices or seasoned pros, so they could comfortably learn about Bronco and ask questions without hesitation. This special Bronco Off-Roadeo day was designed to be a launching pad for them to get outdoors and off-road.”
Bronco Off-Rodeo attendance is complimentary with the purchase of the Bronco, although it was recently opened to non-order holders. This particular event included approximately 10 hours of instruction, and is referred to as “edutainment,” since it’s both entertaining and educating.
“The more that we can focus on ownership experiences and pinpoint these different audiences to welcome [women] to the Bronco Family and build their confidence level with the vehicles, the better we are able to drive increased loyalty and excitement around not only the Bronco nameplate but Ford in general,” Gerken said.