With the impending introduction of an all-new Bronco, Ford is re-launching one of its iconic brands in a big way. The company entered its Bronco R prototype — developed by Ford Performance and Geiser Performance of Phoenix, Arizona — into this year’s SCORE Baja 1000. The move is a celebration of the 50th anniversary of Bronco’s overall 4×4 at the race in 1969.

Working with SCORE makes great sense based on our truck, SUV and off-road heritage — Mark Rushbrook, global director, Ford Performance

In addition to being the official Truck and SUV of the series, Ford will be on hand at associated events, like the annual Lucas Oil Off-Road Expo in Pomona, California. (Photo Credit: Ford Motor Company)

But that just marks the beginning of a big promotional push. Ford also signed on to become the Official Truck and SUV of SCORE-International Off-Road Racing. The company becomes the primary sponsor of all 13 SCORE World Desert Challenge Series for the duration of the 2019-2022 seasons, plus the 2020-2022 SCORE Baja 400, SCORE Baja 500 and San Felipe 250 races.

An all-star team — headlined by defending Baja 1000 Trophy Truck champion Cameron Steele — pilots the Bronco R in the SCORE Baja 1000. This event serves as a proving ground for hardware earmarked for the production Bronco. (Photo Credit: Ford Motor Company)

“Working with SCORE makes great sense based on our truck, SUV and off-road heritage, and especially with some of our future Ford trucks and SUVs including the reveal of the new Bronco next spring,” Mark Rushbrook, global director, Ford Performance motorsports, said. “Vehicles like our F-150 Raptor and all-new Bronco are built to live and play in the sand of Baja.”

The race runs from Saturday, November 23 through Monday November 25, and the race is being livestreamed on several social media platforms if you want to keep up with the Bronco R action.