Exclusive Women’s Bronco Off-Roadeo Event Builds Excitement


The Bronco team recently held the first-ever Bronco Off-Roadeo exclusively for women, to welcome them into the family and show them how to get the most out of their Broncos.

Twenty-seven women from across the country, who either own a new Bronco or placed an order for one, attended the event in Horseshoe Bay, Texas, just outside of Austin.

“The off-roading world is very male-dominated,” said Kelsey Gerken, Bronco Consumer Strategy manager.  “We wanted to create a space just for ladies, whether they were novices or seasoned pros, so they could comfortably learn about Bronco and ask questions without hesitation. This special Bronco Off-Roadeo day was designed to be a launching pad for them to get outdoors and off-road.”

Customers who ordered a qualifying 2021 or newer Bronco, Bronco Sport Badlands or Bronco Sport First Edition are eligible to attend Bronco Off-Roadeo.

“Off-Roadeo was in the planning stages long before the launch of the Bronco,” said Gerken.  “While it was initially intended to be a perk for owners, we opened the experience up for order holders while they wait for their vehicle.  It’s complimentary with their purchase, and people can choose one of four locations to attend while they’re waiting for their vehicle or after they take delivery.”

The four locations – Moab, Utah; Horseshoe Bay, Texas; Gilford, New Hampshire; and Las Vegas, Nevada – were selected carefully for their unique trails and diverse terrain.

“The complimentary experience is about 10 hours which includes lunch, dinner and instruction,” said Gerken.  “One of our trail guides describes it as ‘edutainment’ because it’s a mixture of education and entertainment.”

Gerken said the Bronco team created the female-only event as part of their overall women’s initiative. This included gathering feedback from one of the many social media accounts they monitor – an all-female Bronco enthusiast Facebook group called Bronco B.A.B.E.S.

“We posted a survey in January asking them what they would like to see if we were to do an event like this,” she said.  “We wanted input from them to make sure we were designing the event around their wants and needs.”

The all-female group of lead Trail guides at Horseshoe Bay took the women through various obstacles, teaching them how to handle the Bronco in the real world.

“They do an easier drive with the Trail Guides in the morning, and in the afternoon, they take one of the Ford-provided Broncos out and put it into action,” explained Gerken.  “It’s designed to help them see all the capabilities and durability that Bronco has to offer.”

The Trail Guides taught the ladies how to use the Bronco Terrain Management System™ and the different G.O.A.T. modes™.  G.O.A.T. stands for Goes Over Any Type of Terrain, and it enables the driver to choose the right driving mode to fit various ground conditions, such as Slippery, Sport and Rock Crawl.  Each mode optimizes the performance of engine, transmission, driveline, steering feel and brake systems to help deliver optimal quality.

The ladies also learned how to use the Off-Road Hero Switches.  Just a push of a button engages the available front locking differential, the available rear locking differential, available sway-bar disconnect or the available Trail Turn Assist.

“The more that we can focus on ownership experiences and pinpoint these different audiences to welcome them to the Bronco Family and build their confidence level with the vehicles, the better we are able to drive increased loyalty and excitement around not only the Bronco nameplate but Ford in general,” said Gerken.

Feedback following the event was overwhelmingly positive.

“This was the most upbeat, positive group of owners / soon to be owners I’ve interacted with at an event,” said Gerken.  “They were cheering each other on and encouraging one another every step of the way.  All smiles all day and a total shift in confidence in everyone – even those who came in with a lot of off-roading experience said they left feeling more confident.”

For those customers who have been waiting patiently for their vehicles due to chip shortages and other supplier issues, the Bronco Off-Roadeo experience serves to build the excitement even more.

“The majority of the women who attended had their vehicles already, but quite a few were still waiting.  Some even said it was their first chance to sit in a Bronco,” explained Gerken.  “Once they got behind the wheel and experienced the vehicle, they emphatically said it is well worth the wait.  While the experience makes the wait tougher, they were that much more confident that they chose the right vehicle for themselves.”

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Want to know more about the Bronco Off-Roadeo? The complimentary experience is included with the purchase or lease of a new Ford Bronco or Bronco Sport Badlands. Employees who have bought their own Broncos or Bronco Sports are welcome to participate at one of four EPIC locations; Moab, New Hampshire, Texas, or Nevada. Even if you’re waiting for delivery, you can go play with the G.O.A.T. in its natural environment. We have an experience suited for ALL skill levels and both nameplates! Click here for more information.

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