Ford Bronco Dealers Attend Off-Roadeo Driving School

Chris Teague | Jul 06, 2021

Ford is hard at work, chipping away at its long list of Bronco orders, which means that for the time being, the number of vehicles that will land on dealer’s lots will be small to nonexistent. Still, dealers and their sales consultants need to be in the know to provide accurate and helpful advice to buyers. To assist in this training, Ford invited people from each of its 3,000-plus U.S. dealerships to its new 360-acre off-road driving school outside Austin, Texas.

Ford Bronco  4-dr Blue Rear Quarter View

The Bronco Off-Roadeo program offers drivers the chance to learn about the new SUV, get some legitimate off-road training, and learn about how the Bronco’s boatload of technology helps it “go over any terrain.” Dealer attendees are given technical briefings and learn how various accessories and upgrades can be added to the vehicle for more capability. Time on the course helps to clarify sometimes confusing off-road terms such as approach and departure angle, both in concept and practice.

As part of the school’s campus, Ford built a 5,500-square-foot lodge that houses Bronco memorabilia and various items made using pieces of historical Bronco models. Visitors also can visit a gift shop with Bronco-branded hats, shirts, and other merchandise.

Ford is not disclosing the cost for this project, but we know that other event locations are on the way. The Blue Oval is planning sites in Moab, Utah, and outside of Las Vegas. Ford scrapped its plan for a spot in Vermont after community members voiced concerns about the project. A private group has held a similar program for the Bronco’s main competitor, the Jeep Wrangler, but it lacks official backing. Jeep itself announced that it would offer a similar program to the Off-Roadeo soon at its Adventure Academy.

Dealers have to pay for the experience, just like any other person hoping to attend the school. Ford advertises premium accommodations near the school at the Horseshoe Bay Resort, and while the costs of such a trip can add up quickly, the automaker does not require attendees to use their vehicles on the courses. The company offers a fleet of its Broncos so that owners don’t need to worry about breaking their new off-road toys. Once on-site, attendees have full access to the trails and guides over a multi-day stay. Bronco buyers stuck waiting in the never-ending order queue can also attend before taking delivery of their new vehicle.

For more information on the Ford Bronco Off-Roadeo program, visit

Automotive News is the source of information for this article. It was accurate on July 6, 2021, but it may have changed since that date.

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