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Ford Bronco off-roading media day experience

14 October 2020
red ford bronco parked on sand next to water for a fishing trip with rods and equipment attached

The 24-year wait is over; Ford has finally brought the Bronco back! To celebrate this momentous occasion, we helped create a fully-immersive (COVID-safe) ride experience for media at the Holly Oaks off-road vehicle park in Michigan.

The day started with a keynote address that focused on the story of bringing this iconic vehicle back and it’s deep connection to Americans, before revealing the Bronco’s in their natural habitat, the ‘wild’. In a choreographed reveal, the all-new Bronco 2-door, all-new Bronco 4-door, and all-new Bronco Sport, raced down a steep cliff face and back up the other side of a canyon to greet the invited audience.

The media were then presented with five additional Broncos and Bronco Sports that had been outfitted to simulate different customer scenarios: fishing focused, extreme off-roading, towing capabilities, concept Bronco Sport with larger wheels and a lift kit, and a Bronco Sport that would be used in the forthcoming off-roadeo events.

The race edition Broncos were driven by Shelby Hall and Cameron “The Desert Assassin” Steele.


Media were able to explore the heritage of Ford’s first off-road vehicle in the archive tent that featured never-seen-before concept designs and other artefacts from Bronco’s rich history and hosted by Ford Archives and Heritage Brand Manager, Ted Ryan and his team.

A second tent featured a full-sized foam model of the Bronco R and specialised Bronco merchandise that will be available for purchase by fans.