The great outdoors is no longer just a weekend escape. Today, we’re in the midst of a global movement — a call of the wild that has seen nearly 60% of the U.S. population become active outdoors. At Ford, we see this as a mandate to engineer the most capable machines on the planet.

The Gold Standard of Performance

In the world of off-road engineering, the Raptor and Tremor names have become the global standard. The passion for these vehicles has reached an all-time high, with the 2025 F-150 Raptor on track to be the best-selling model in its history. The Tremor sub-brand now accounts for 15% of all F-150 orders.

Combined, sales for these two icons jumped 28% last year, showing that when the pavement ends, the world wants a Ford underneath them.

Adventure as a Family Affair

We know that adventure looks different for everyone. It’s not always about high-speed desert running; sometimes, it’s just about making memories.

By bringing the Tremor badge to the Expedition and Explorer, we’ve opened the trail to a new generation. The data proves the appetite: 84% of Expedition Tremor owners are active outdoor participants — nearly double the industry average.

From advanced cargo management to true off-road hardware, we are building SUVs for families who actually explore.

Dominating the Global Landscape

This boom is not limited to North America. We are taking the fight to the world’s toughest terrains and winning.

Detroit-born performance is now a global language, with Ford holding the crown for 4x4 leadership across the world’s toughest terrains. In Australia, the Everest was honored as Drive COTY’s “Best Off-Road SUV under $80k,” a standard of excellence that extends from the mountains of New Zealand to the UK highlands. The momentum continues in Brazil, where Ford is the most awarded 4WD pickup family in the nation. Together, the Ranger (8 awards), F-150 (7 awards), and Maverick (3 awards) have secured a combined 18 honors for the brand in Brazil.

Turning Owners into Experts

Our mission extends beyond the sheet metal. We are invested in turning our owners into experts. More than 40,000 enthusiasts have learned advanced techniques from expert guides at our Bronco Off-Roadeo parks, mastering their machines in the wild. The Raptor Assault School in Utah offers similar hands-on training for Raptor truck owners.

Whether it’s at the Liwa International Festival in the UAE or Raptor Summer Experiences in Pinamar, we are meeting our customers where their passion lives.

The Proof in the Dirt

We don’t build these vehicles for trophies, but the validation from the world’s toughest critics affirms our role as off-road and outdoor leaders. With the Ranger Raptor winning Car and Driver 10Best and the Ranger Tremor being named New Zealand’s “4WD of the Year,” just to name a few, demonstrates that Ford is not just participating in the adventure boom — we are engineering it.

Hendrik Spaepen is general manager of Ford Blue.