How Two Interns Developed This Off-Road Secret Weapon

In the summer of 2018, Ford interns Stephanie Simon and Travis Bouchard were given a challenge: Find new ways to grow the Bronco brand.

This challenge was made more difficult by the fact the iconic off-road vehicle had been out of production since 1996, and Ford was still a couple of years from re-starting production. 

"There was this void, and this pent-up demand, and this off-road community that existed for years without Ford continuing to have any part in that,” Bouchard said. “I remember one of the lines that we had in our presentation was, ‘We're showing up to the party late. We need to make a splash.’” 

Today, the “splash” the interns developed is Bronco Off-Roadeo — a network of immersive off-road training grounds that educate drivers and build camaraderie — and has drawn over 65,000 outdoor adventurers nationwide, half of whom are interacting with Ford for the first time.   

The experience has boosted customer loyalty, advocacy, and inclination to purchase accessories and lowered the barrier to entry for off-roading. It’s been so successful, Newsweek has awarded Bronco Off-Roadeo with its 2025 Marketing Disruptor of the Year award.

Customers Come First

Simon and Bouchard were eager to come up with ideas, but their advisors urged them to slow down and focus on developing an elite understanding of customers — a core tenet across Ford. 

“We were really immersing ourselves in the customer stories,” Simon says. “These were people who had kept the flame alive for Bronco, even though Ford wasn’t manufacturing them for decades.” 

Their research discovered a growing number of people who were eager to experience off-roading but didn’t know where to begin — potential buyers intimidated by the idea of taking their Broncos onto rugged trails without the right skills.  

The interns saw an opportunity to not only provide training and build confidence, but to foster an inclusive community for novices and experts alike. 

Their research also showed that, if they could invite new Bronco buyers to Off-Roadeo with no added cost to them, and demonstrate the vehicle’s full capabilities to deepen the bonds within Bronco Nation, Ford could turn enthusiasm into long-term business relationships. 

But they also knew the idea needed to be authentic to off-roading and accessible proximity to potential owners. 

That later led Ford to develop land in Moab, Nevada, New Hampshire, Texas, and Tennessee, locations strategically chosen for their epic scenery, varied terrain, nearby activities that don’t require a Bronco, and proximity to Bronco owners. 

In fact, there’s an Off-Roadeo within 500 miles of 80% of Bronco customers, and every location has a major airport within two hours of it. 

Where Strangers Become Friends

At the end of their internships, Simon and Bouchard presented their concept, unsure if it would go anywhere. But it resonated within Ford. After completing their MBAs in 2019, they returned as full-time employees and discovered Ford was turning their idea into reality. 

The company rigorously tested the concept, even building a small-scale prototype in a parking lot to refine the experience. Every aspect of Off-Roadeo, from course layouts to the shared experiences among adventurers, was designed to embody Bronco’s spirit. 

The day-long event programming emphasized hands-on instruction with expert guidance and sought to build connections. After every day of off-roading and education, participants gather around a campfire to share stories, reflect on the experience and make plans for future adventures together (There's also a half-day adventure for those who don't own a Bronco vehicle). 

Ford has hosted special programs for veterans, women, and other enthusiast groups, bringing people with natural connection points together at the same time.