Ford Motor Co. is establishing the Bronco Wild Fund with the goal of helping off-road enthusiasts enjoy the wilderness responsibly through preservation, education and access programs.
The efforts will be funded by a portion of the proceeds from every Bronco sold. Bronco brand’s endowment is targeted to raise up to $5 million annually for reforestation, trail management, outdoor adventure and scholarship programs through nonprofits dedicated to the preservation of the outdoors.
The fund initially will support the National Forest Foundation, the nonprofit working to support America’s 193 million acres of national forests, and Outward Bound USA, a leading educational nonprofit teaching teamwork and character development through challenging outdoor experiences.Bronco enthusiasts can participate in forest stewardship efforts directly through programs to help plant a tree for every $1 donated. Ford dealers can support the foundation through volunteer and engagement efforts organized by Bronco Wild Fund. Additional sustainability programs will be announced later this month.
The initial commitment also includes planting 1 million new trees by the end of 2021. The automaker has created a dedicated website for the effort.
The initiative will help owners of the Bronco SUV to connect with the outdoors on a more personal level, said Mark Grueber, Bronco brand marketing manager.
Future preservation initiatives will include financial support for reforestation and trail maintenance programs, forest health, fire mitigation and restoration work.
Ford is not the first automaker to focus on environmental efforts. Nissan had a partnership with the National Park Foundation in 2018, which included a $1 million donation to the nonprofit. Subaru of America has designated the National Park Foundation as one of its national charities for its Share The Love sales event. The automaker has helped provide funding to programs and projects in more than 400 national parks.