Ever since I could drive, I’ve loved the excitement of heading out on the open road. The freedom,the adventure, the endless possibilities – with good music... snacks... and, most important – a great navigator. When I started my career as a product planner, I spent months on the road researching what customers want in their vehicles. How? I watched how they drove and used their vehicles, and I talked to them. Today, many years later, I still love to get out and learn from customers.

For the third year in a row, I’m hitting the road – this time in a Bronco Badlands Sasquatch. Except, I’m not actually on the road. This year, I’m taking this Bronco off-road for a three-day trip through some of the most remote and iconic trails and landscapes of the American West.

This year, I’ll be with trail guides, enthusiasts, wilderness rescue teams, and conservation volunteers to experience how our customers are using their off-road capable vehicles day to day. My goal is to have most of the miles driven on unpaved roads and trails – taking full advantage of Bronco’s ingenious tech to go where few other vehicles can. And along the way, I’ll get to spend time with some awesome people.

I hope to learn a lot – not just about how our customers are using Broncos today, but also what opportunities we have to keep making Bronco better and more useful in the future. Earlier this month, Bronco turned 60 – a milestone that’s being celebrated by those who’ve come to love its freedom, thrill, and capability.

I look forward to bringing you along with me on this journey. I’ll be sharing updates from the trail on social and here on “Ford From the Road,” so keep checking back for updates and recaps in the coming days.

Time to hit the trail!

Follow along to see updates on Jim’s social: Instagram, X, Threads, LinkedIn and YouTube.

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