Ford Pride Bronco attends Memphis Pride Fest, schools haters

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In an effort to shut down ignorance and foster acceptance, Ford has created a one-off Bronco wrapped in rainbow colours as a thumb in the eye to all those who would demean the LGBTQ+ community.

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Using a Wildtrak-trimmed model as its base, this 4×4 was wrapped in a rainbow-and-glitter motif with colourful stickers on the rear quarter windows and a Ford Pride hashtag on the leading edge of its windshield. The rest of the truck looks like a stock Wildtrak, including steel off-road bumpers and Goodyear all-terrain tires.

“Bronco is bold, proud, and tough, and it’s built for everyone,” Bill Peters, Ford Pride chair and Ford integration product lead, said in the automaker’s announcement of the special SUV. “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.”

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Naturally, there have been a cadre of people on social media flinging snark at this build while complaining about “wokeness” and “virtue signaling.” Fun fact for the haters: last year, Ford UK went out of their way to wrap a then-new Ranger Raptor with these same colours after an online troll attempted to denigrate the burly off-roader by calling it a homophobic slur. Fortunately, there seems to be more positive comments than negative about this Bronco at current count.

The popular Bronco has welcomed a few changes for its sophomore model year, including a four-banger Everglades trim fitted with snorkeling gear so it can fold over three feet of water and a Raptor variant capable of pushing 418 horsepower to all four wheels. You have three guesses as to which trim this author prefers, though the first two don’t count.

In addition to being present for the Memphis Pride festivities last weekend, the colourful Bronco will also appear at similar celebrations set for later this month in Detroit.