The new Ford Bronco is as much lifestyle brand as it is appealing SUV/Off-Road vehicle, and Ford is doubling down on that idea by creating the Bronco Wild Fund to support wilderness preservation through the sales of the Bronco® two-door, four-door and Bronco Sport SUV sales, as well as Ford licensed merchandise. It has lofty aspirations–raising up to $5 million annually and planting 1 million new trees by the end of 2021.
The fund is in line with the Bronco branding which has focused on the off-road and personalization opportunities inherent in the SUV, encouraging people to get away from it all, and get back to nature, even offering new Bronco owners free “Off-Roadeo School” to teach them how to take their vehicle out of the suburbs and into the wilderness.
“The Bronco Wild Fund will help Bronco owners and off-road enthusiasts connect with the outdoors on a deeper, more personal level – ultimately enabling them to become responsible stewards of our nation’s treasures,” said Mark Grueber, Bronco brand marketing manager.
According to Ford, the fund will work through “a series of strategic alliances with nonprofits selected for their preservation efforts of America’s outdoors and their encouragement of responsible stewardship through improved access and education.” Initially, this means the National Forest Foundation and Outward Bound USA, both of which have specific, targeted missions of preservation and appreciation.
The fund will help with planting trees and encouraging young people to understand and appreciate the natural world through hands-on experience. Future initiatives will include: “financial support for reforestation and trail maintenance programs, forest health, fire mitigation and restoration work. The fund will provide additional support through equipment donations to various forestry agencies across the U.S., while outdoor access programs will focus on education and scholarships, outdoor learning and environmental stewardship.”
As so many of us seek out the great outdoors as away to preserve sanity and avoid humanity, the Bronco Wild Fund will be a part of keeping that space available.