Everyone knows that off-roading demands some serious vehicle hardware, whether that’s aggressive all-terrain tires or raw engine power.1 But, as we’ve seen with our collaboration with onX for off-road navigation,2 software in the vehicle also has an important role to play.
Our goal is to build in-vehicle software experiences to help make it easier for customers to explore the world, whether it’s their first or hundredth time off-pavement. And getting that right requires trading focus groups for riding shotgun in the desert, holding onto the grab handle, and listening to someone who lives for the trail.
With that in mind, I headed to Arizona to meet up with off-road enthusiast Chase Gentry and jump in his F-150 Raptor — a vehicle built specifically for high performance and power delivery.
Chase is helping support our goal to give Ford owners the confidence they need to use their vehicles to explore the outdoors through our content series, “Chasing Off-Road Confidence.”
I grew up in Albuquerque, New Mexico, so I felt right at home. I grew up riding motorcycles in the high desert, and my first vehicle was a 4x4 truck. Riding with Chase brought back great memories of my life growing up, and it was also one of the best days spent away from the office. Chase and I shared our common passion for wellness and fitness — and, of course, off-roading. Here is what I took away from our time together:
1. A Seamless Interface for Pavement and Dirt Is Key
Our collaboration with onX to bring off-roading navigation directly to the in-vehicle screen via Apple CarPlay and Android Auto was a great first step to helping customers venture off-road with confidence. “OnX does it all, and the way it syncs up to the vehicle is seamless,” Chase said.
However, the real magic lies in embedding experiences directly into the vehicle’s display screen. For example, showing the driver key off-road attributes of their vehicle such as pitch, roll, and transfer case status. Imagine you air down your tires to 20-25 PSI to go off-roading. You press the off-road button to hit the trail.
Your vehicle knows you’ve transitioned from pavement to dirt, and it automatically adjusts your tire pressure threshold to alert you — but only if it drops below the PSI for off-road, not the pavement. By designing software that can adapt to selected terrain, we’re helping customers focus entirely on the thrill of the trail.
2. Live and Breathe the Lifestyle of Customers
One of the biggest challenges we have is building the right software for everyone, regardless of skill set. We want newcomers to understand their vehicles’ off-roading capabilities so they can enjoy an entirely new world, and we want to give the experts more advanced tools so they can make the most of the trail.
If we want to build software that truly improves the off-roading experience, we have to create it with feedback from people who live and breathe this culture — like Chase, who’s been to the legendary King of the Hammers, goes off-roading with his family, then hits Baja.
I came away from our time together with many ideas for how we can enhance the experience. I’m going to keep those close to the chest for now, but what I can say is this: Authenticity is our greatest asset, and keeping our ears open to genuine feedback is how we stay ahead.
3. It’s Not the Features that Define the Drive. It's How They Serve the Driver.
Amid all the talk of powertrain, terrains, and software, Chase and I connected deeply over our outdoor roots. I found myself reminiscing about my grandfather’s classic F-100, while Chase shared stories of childhood camping trips with his dad and spending time outdoors with his young daughter and wife.
It reminded me of a fundamental truth: While digital integration and vehicle capability are incredible, they are ultimately just enablers. The true value of a Ford vehicle lies in its ability to help people build memories and share unforgettable experiences.
My day in the desert solidified my vision for what we’re building at Ford. By blending vehicle capability with software integration, we’re ensuring that the next generation of adventurers can hit the dirt with more confidence than ever before. I’m incredibly grateful to Chase for the ride-along, the honest feedback, and the reminder of why we do what we do.
Mike Aragon is the president of Integrated Services at Ford.
What to Read Next
1Always consult the Owner’s Manual before off-road driving, know your terrain and trail difficulty, and use appropriate safety gear.
2Offer ends 12/22/2028 and applies to new onX Offroad, Hunt, Backcountry, and Fish Midwest app memberships. Credit card activation is required, and memberships will automatically renew until cancelled. Must be an eligible owner of 2017 and newer Ford vehicles equipped with an activated modem. Customers who had an onX Elite Offroad, Hunt, Backcountry, or Fish Midwest membership in the 12 months prior to activation are not eligible for a complimentary membership on the same onX app. onX Backcountry not available via Apple CarPlay and Android Auto. See onX terms for complete offer details.
Android Auto is a trademark of Google LLC. Apple CarPlay is a trademark of Apple Inc., registered in the U.S. and other countries.
