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Unleash the Untamed Spirit: Ford Bronco Raging Horse’s Hardcore Off-Road Legacy

Jan 25, 2024

Ford Bronco, the pure-blooded hardcore off-road vehicle under Ford’s banner, has been officially named “Ford Bronco Raging Horse”, not only highlighting its strong off-road atmosphere and tough core, but also containing profound cultural connotations. From North America to China, Ford hopes to restore the innate “temper” of Ford Bronco Raging Horse on the basis of authentic hardcore performance, to manifest the untamed and unyielding spirit of Ford Bronco Raging Horse with the most precise and powerful words, while demonstrating the product’s extreme off-road capability.

Unleash the Untamed Spirit: Ford Bronco Raging Horse's Hardcore Off-Road Legacy

Born in the off-road aristocracy, the fierceness never fades away. In the early 1960s, as the post-war baby boom generation gradually became the mainstream car-buying group, their demand for personalized vehicles increased day by day. Coupled with the gradual formation of the highway network connecting the east and west coasts of the United States, the exploration of outdoor lifestyles gradually became the mainstream longing of the entire society.

Unleash the Untamed Spirit: Ford Bronco Raging Horse's Hardcore Off-Road Legacy

Ford, with deep market insights, targeted the off-road market. After various forms of user research, it was found that users have an urgent need for more personalized, comfortable, and rugged off-road vehicles. So, in 1966, the first generation Ford Bronco was launched. This car caused a strong response in the market at the time, becoming the ideal choice for off-road enthusiasts and free adventurers. Its pioneering combination of “sport” and “multifunction” became the first off-road vehicle to define the Sports Utility concept.

Unleash the Untamed Spirit: Ford Bronco Raging Horse's Hardcore Off-Road Legacy

For over half a century, always free and unrestrained Bronco is the name of a strong wild horse native to North America. Known for its indomitable, untamable wild nature. Therefore, the design of the Ford Bronco logo, with the front hoof on the ground and the rear hoof in the air, deeply embodies the untamed attitude. Ultimately, the name “烈” was chosen to inherit the innate wildness of the Ford Bronco, the fearless release of the Ford Bronco, and the refusal to be tamed. “烈” represents extraordinary hardcore off-road capabilities, overcoming all obstacles and conquering various terrains; “烈” represents the endless burning energy, spanning over half a century, always free and unrestrained; “烈” represents the pure bloodline, born in the off-road aristocracy, fierce and never fading. The Chinese name “烈马” is born from this.

Unleash the Untamed Spirit: Ford Bronco Raging Horse's Hardcore Off-Road Legacy

The sixth generation Ford Mustang logo maintains the consistent appearance of the previous generations, with a more modern, minimalist, and stylish overall design. The most significant difference is the larger angle of the horse’s rear hoof, to showcase the more powerful performance and hardcore off-road capability of the sixth generation Ford Mustang. It is reminiscent of scenes of galloping through the wilderness and chasing freedom, making the Ford Mustang a unique model that is not only a means of transportation, but also a symbol of the spirit of freedom.

Unleash the Untamed Spirit: Ford Bronco Raging Horse's Hardcore Off-Road Legacy

Ford Bronco, with legendary status in off-road racing, is deeply connected with the famous race car manufacturer Bill Stroppe. In the mid-1960s, organized off-road racing was just beginning in the United States. The newly launched Ford Bronco, with some modifications by Bill Stroppe, won the group championship at the 1967 NORRA Mexican 1000. By 1969, the four-wheel drive Ford Bronco built by Bill Stroppe won the overall championship at the BAJA 1000. This also marked the first and only four-wheel drive vehicle to win the overall championship in the history of BAJA 1000. As one of the world’s most challenging off-road races, the Ford Bronco just won the BAJA 1000 crown in 2023, and has now accumulated 32 victories in the BAJA off-road rally, rightfully earning the title of “King of BAJA”.

Unleash the Untamed Spirit: Ford Bronco Raging Horse's Hardcore Off-Road Legacy

The “Ford Mustang”, driving towards freedom, embodies the legendary off-road journey, becoming a symbol of the spirit of freedom. The story of the Ford Mustang, like the galloping hooves of a wild horse, resonates with the legend of off-road culture.