TLDR
Ford Australia has started selling the Bronco name here with a five-metre chrome version of the Bronco's bucking-horse badge, built by Stagekings and driven through the outback. The campaign by Wieden+Kennedy Sydney previews the Bronco Basecamp, a super-hybrid SUV due in Australia and New Zealand in mid-2027.
KEY TAKEAWAYS
The stunt
Ford Australia has rebuilt the Bronco's bucking-horse badge as a five-metre silver chrome horse weighing almost five tonnes, built by Stagekings, and taken it on a trip through the outback. The trip is the first stop on a wider national tour, and the badge also appeared on a trail run with runners including Nedd Brockmann, the new Ford ambassador whose Uncomfortable Challenge Ford sponsored last month.[3]
The campaign, by Wieden+Kennedy Sydney, runs across online video, out-of-home, earned and social, with WPP Media on media, Ogilvy PR on PR and House of Cinder on social.[3]
"Bronco Basecamp is a bold new chapter of SUV adventure and attitude for Ford," said Ambrose Henderson, Ford Australia's director of marketing. "The Bronco's heritage is rooted in authentic outdoor adventure," said Chris Wilson, group creative director at Wieden+Kennedy Sydney.[3]
The car it is selling
Ford says Bronco Basecamp will arrive in Australia and New Zealand in mid-2027. It is a five-seat, all-wheel-drive SUV with what Ford calls a super-hybrid system: dual electric motors, a 1.5-litre turbocharged petrol range extender and a 49kWh usable battery, with a preliminary WLTP range of 800 to 900km.[1]
It is built for camping. The Outer Banks grade gets a pop-up roof, both seat rows fold for an optional inflatable mattress, and a built-in power supply provides up to 6.6kW. Pricing, variants and detailed specifications will be released closer to arrival.[1]
That leaves the campaign building the Bronco name for months before buyers can see a price. "I genuinely cannot wait for people to get their hands on this vehicle," said Iain Jones, vehicle program director at Ford's International Markets Group.[1]
SOURCES & CITATIONS
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
