Ford Motor Co. is planning a packed display floor and two hands-on experiences for the Chicago Auto Show, the first major American auto show in nearly 18 months.
Consumers can climb hills in a Ford Bronco during the world debut of the 30,000 square-foot “Built Wild” Bronco mountain experience at one of the automaker's outdoor exhibits at the show, which opens to the public July 15-19.
Highlighted will be specific-to-Bronco tech like G.O.A.T. (Goes Over Any Terrain) mode capabilities and features like removable/stowable doors and waterproof interiors, with floor drains for easy cleaning.
Separately, show-goers can feel instantaneous torque in a Mustang Mach-E, also making its world debut, through another outdoor drive event.
The all-electric Ford F-150 Lightning is the hero of the 11,000 square-foot “Built to Electrify” experience, which aims to highlight how easy it is for customers to switch to electric.
The all-new Ford Maverick compact pickup also makes its public debut, along with the F-150 Rocket League Edition, the first life-size version of any Rocket League vehicle.
One-of-a-kind features include thunder flairs, 37-inch tires, taillamp rocket vents, truck bed rocket booster and a stance wider than F-150 Raptor.
The hands-on experiences allow consumers to experience while learning, says Raj Register, Ford head of global brand experiences. “New vehicle customers are looking for something more than parked cars before deciding what to purchase.”