Ford sees the potential for off-road drive programs for Australian customers, much like its Off-Roadeo program in the US.

    “I think there’s an opportunity for something like that in Australia definitely, whether we have Ford branding on it or we have a partnership to try and make it easier for buyers to go and do that experience,” said Trevor Worthington, head of internal combustion engine product programs at Ford.

    “That’s a great opportunity.”

    Ford offers Off-Roadeo experiences for Bronco and Bronco Sport Badlands customers in four US states: Nevada, New Hampshire, Texas and Utah. The first such experience is free for all owners of these vehicles.

    These experiences are designed to not only foster an off-road enthusiast community, but also to educate customers on the capability of their vehicles.

    For example, the Bronco drives give customers a chance to try out their 4×4 and terrain systems, as well as the Trail 1-Pedal Drive feature.

    Ford isn’t alone in offering off-road experiences to its customers, with Isuzu Ute Australia having its I-Venture Club with drive days featuring professional instructors.

    The company has been expanding its Bronco sub-brand in North America, consisting of the rugged, body-on-frame Bronco two- and four-door SUV and the Bronco Sport crossover.

    Both remain off the table for Australia for now due to high demand in North America, but the local line-up still has a few vehicles that attract off-road enthusiasts: the Ranger ute range, including the Ranger Raptor, and the Everest SUV.

    William Stopford

    William Stopford is an automotive journalist based in Brisbane, Australia. William is a Business/Journalism graduate from the Queensland University of Technology who loves to travel, briefly lived in the US, and has a particular interest in the American car industry.

    Buy and Lease
    Uncover exclusive deals and discounts with a VIP referral to Australia's best dealers
    Uncover exclusive deals and discounts with a VIP referral to Australia's best dealers