Ford Wants Bronco Buyers To Know It Has Off-Road Cred

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Ford becomes official vehicle of King Of The Hammers.

Ford is rolling out the red carpet for its forthcoming Bronco, boosting its off-road credibility with a sponsorship deal with King of the Hammers and the ULTRA4 racing series. Ford is now the "official vehicle" of King of the Hammers and ULTRA4 under the new sponsorship deal, thrusting the brand into the limelight in front of exactly the sort of consumers who are most likely to consider the Bronco: off-roading enthusiasts.

If Ford's penchant for hardcore off-road driving was ever in question, those questions were put to rest with the Ford F-150 Raptor. But the Raptor's role as the poster child for off-road performance could see a reduction with the all-new Ford Bronco, which is expected to be a truly rugged, go-anywhere, Jeep Wrangler-like SUV.

Ford
Ford

"Working with ULTRA4 Racing and King of the Hammers is a natural for Ford based on our truck, SUV and off-road heritage," says Ford Performance Motorsports Director Mark Rushbrook. "Our participation in King of the Hammers builds on our rich history of off-roading by continuing to deliver on Built Ford Tough in the most demanding conditions."

Back in 2016, the F-150 Raptor demonstrated its off-road racing prowess by competing in the grueling SCORE Baja 1000 off-road endurance race - in street-legal form, no less. The company did something similar to boost the Bronco's visibility ahead of its debut, running a race-prepped Bronco R in the 2019 event, around the same time that Ford was named the official truck and SUV of SCORE-International Off-Road Racing.

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Ford
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Ford

Ford's positioning front-and-center at the 2020 King of the Hammers - ULTRA4's signature race - means lots of exposure. The event, held annually in the Johnson Valley in California, draws roughly 75,000 spectators annually and boasts upwards of a million internet viewers.

More than 450 teams from across the globe will compete in this year's King of the Hammers, scheduled for Saturday, February 8th, running in numerous off-road motorsport disciplines including rock crawling, high-speed desert racing, and short-course racing.

Ford via YouTube
Ford via YouTube
Ford via YouTube

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