Ford just revealed 2021 Bronco: Why this new model is different

Phoebe Wall Howard, Detroit Free Press on

Published in Business News

DETROIT -- The Ford Bronco, an iconic American off-roader, has re-emerged after a 24-year absence with its public debut Monday evening in a series of 3-minute stories created to run on three leading Disney-owned TV channels and YouTube.

Fast Company magazine called the unique strategy "audacious."

The theme: Celebrate adventure, live life and find a way to unplug.

"Our customers were looking for something rugged, they were looking for a vehicle that they could work on the ranch with -- but would also take them to a trout stream or to a trailhead," Joy Falotico, chief marketing officer at Ford Motor Co., told Autoline. "The Project name was 'GOAT' -- for 'goes over any terrain.'"

Ford tapped a country singer and two rock climbers to talk about the Bronco lifestyle in an effort to target consumers who enjoy hiking, cycling, skiing, rock climbing, rock crawling, kite sailing, surfing, kayaking, paddleboarding, camping and pretty much every rugged adventure imaginable.

"I'm always seeking simplicity yet my life is anything but simple," says Kip Moore, 40, as he's shown removing doors and the roof of a four-door Bronco and hanging out by a lake at night.


"But the wilderness has taught me to be present," he said. "I love waking up with my feet in the dirt. I love hearing the sounds. It always brings you back to the center. That's why I'm out here so much seeking to run back into that elusive joy that lies in simplicity."

Moore's spot was created to air during the Country Music Association's "CMA Best of Fest" show on ABC at approximately 8:09 p.m.

About two minutes later, professional rock climber Brooke Raboutou, 19, appears in a spot created to air during "SportsCenter" on ESPN.

"One thing that I feel about being in nature is that I'm always my happiest self. Being in the outdoors is just like a deep breath to recenter my focus," she says as she's driving a Bronco Sport over mountains.


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