Ford Bronco Off-Roadeo Wins Marketing Disruptor Of The Year Award

The Ford Bronco Off-Roadeo event was introduced a few years ago as a way to familiarize enthusiasts and owners alike with the all-new sixth-generation Bronco. Beyond its clever name, the Off-Roadeo is a standout event in its own right, giving potential buyers to test out the off-road pony in its element, far removed of showrooms and highways. Still going strong in 2025, the Off-Roadeo recently raked in the Auto Marketing Disruptor of the Year Award.

The accolade comes from Newsweek, granted to the Ford Bronco Off-Roadeo to its uncommon approach to test drives. There are currently five Off-Roadeo locations across the U.S., meaning that the event is fairly accessible to Bronco owners, no matter the location. Not only that, but being spread across the country allows the event to take place on all manner of terrain, a key consideration for Ford Motor Company during the Off-Roadeo’s conception.

“We needed more than just a good set of trails at Bronco Off-Roadeo. We needed variety in the terrain, topography and landscape that felt truly wild. Our five locations do that. And with the exception of New Hampshire, which sits on an active ski resort and shuts down for the winter, we can run year-round,” said Will Ford, general manager of Ford Performance and direct descendant of the great Henry Ford.

Will Ford also explained that the Off-Roadeo is a major outreach for FoMoCo itself. More than 65,000 people have participated in the Off-Roadeo since it began, and over 26,000 of them were guests of Ford Bronco owners. Half of the participants had never owned a Ford model before.

“That makes Bronco Off-Roadeo their first real experience with the Ford brand, and in a lot of cases, it keeps them coming back,” said Will Ford. “Since 2022, around 4.3 percent of Bronco Off-Roadeo guests have bought a Ford product after their visit -everything from Bronco and Bronco Sport to F-Series, Super Duty and Maverick.”

Given the Off-Roadeo’s out-of-the-box (and successful) approach to advertising and test-driving the Ford Bronco, that’s why the publication tagged FoMoCo as its 2025 Marketing Disruptor of the Year.