Rather than recoil from comments intended to blast Ford while demeaning the LGBTQ community, the automaker has instead gone all-in to show the world that not only are slurs not going to be tolerated but that the company will aggressively work to show it’s supportive of all people regardless of sexual orientation or identity.
As a result, Ford has created a one-of-a-kind Ford Pride Bronco Wildtrak with rainbow colors and a unique exterior gold glitter wrap in honor of Pride Month. It was completed in time for Saturday’s Memphis Pride Fest 2022 in Tennessee as well as Detroit’s upcoming Motor City Pride Parade on June 12.
Ford announced its plans last year to build electric trucks and batteries in Tennessee, and the company has worked to engage the region in various local projects since then.
“Bronco is bold, proud and tough, and it’s built for everyone,” Bill Peters, Ford Pride chair and Ford integration product lead, said in a statement. “With BlueOval City just an hour away, Memphis is the perfect place to debut this Bronco and show folks in Tennessee that Ford is an inclusive company that strives to make sure everyone feels welcome.”