Ford didn’t compete in King of the Hammers, held this month as part of the Ultra4 racing series, but the event drew the kind of die-hard enthusiasts it hopes to target with the Bronco.
The competition features both desert racing and rock crawling, drawing more than 75,000 spectators and more than 1 million online viewers.
“It helps build the Bronco brand and the reputation and familiarity of our lineup of off-road vehicles,” Greuber said.
While the races are fertile ground to win over customers, Ford hopes its family of rugged utilities appeals to less hardcore fans as well.
“Both of these vehicles are for a growing group of people who want to simplify their life and get out there with their family and friends,” Jim Farley, Ford’s newly promoted COO, said at a 2018 event previewing the automaker’s future vehicle lineup. “For Jeep, that’s rock crawling in Moab. For Ford, our people want true off-road vehicles that are comfortable at high speeds. They don’t want SUVs that look like…
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