Now that the Ford Bronco is almost old news it has to keep up the hype. One way it is doing that is to crank out Bronco concepts. The latest is the Wildland Fire Rig concept. How timely with fires raging from California to Oregon and over to Colorado. But it has historical precedent.

Bronco emergency vehicles have always been available to agencies that need off-road-type vehicles. Park rangers, US Forest Service, fire fighting, rescue squads-they all can use a vehicle with the Bronco’s abilities. We are reminded of this with the US Forest Service green Wildland Fire Rig.

Ford has created a functional yet flashy Bronco fire rig

With outdoor gear maker Filson, Ford has created a functional yet flashy fire-fighting vehicle. But there is a larger purpose to this fire rig concept. Ford is donating two fire-fighting Broncos to the US Forest Service. Not that it would need it but the concept explores ways that the Forest Service could or should equip future fire-fighting vehicles. It also highlights the Bronco Wild Fund endowment. 

The Wild Fund endowment helps fund the National Forest Foundation and also Outward Bound USA. These groups provide reforestation and education centered around preserving the outdoors. It also highlights how to explore and enjoy these natural treasures safely. Through Bronco sales and also accessories sales the goal is to hit $5 million a year to keep it going. One of the group’s goals is to plant one million trees by the end of next year. 

Ford started with their Bronco Badlands model with the Sasquatch package

The concept started with their Bronco Badlands model. It also has the Sasquatch package. From its accessories catalog Ford added a modular steel bumper, Warn winch, custom grille, and a roof rack shod with LED lighting from Rigid Industries. All of them are finished in black to contrast with the Forest Service white and green paint and graphics.

Inside there is a ton of different materials and accessories used. In the rear is a Kimtek fire skid with a 50-gallon water tank attached. It also carries a high-pressure pump with a hose attachment. More pedestrian tools like a shovel, axes, chainsaw, hard hats, a high-lift jack, and drip torch can be found. 

Filson bridle leather straps hold the fireproof nylon soft top

Filson bridle leather straps hold the rolled-up soft top made from fireproof nylon. Black quilted leather with green canvas panels is featured throughout the Bronco’s interior. The theme is carried over to the door bolsters and armrests. Grab handles are painted green with a brass Bronco logo emblazoned on the steering wheel.

These Bronco concepts, though specifically designed for specialized uses give enthusiasts a myriad of ideas that can be applied to their own Bronco. Which is part of the marketing aspect of these concepts. While doing good things for organizations and the environment it also markets not only the Bronco but also the world of accessories and ideas that can be applied to it.