Ford is looking to help out some search and rescue agencies. The brand knows its models, such as the Ford Bronco, are part of the record number of people heading out into nature, but that record numbers mean more problems.
So, it is partnering with the National Association for Search and Rescue (NASR) to donate five vehicles to search and rescue (SAR) groups that need them.
More People Outdoors Means More Problems
According to Ford, more than 181 million Americans hit the outdoors in 2024, and the number has been climbing since the pandemic. Many of them are new to venturing off the beaten trail, and inexperience combined with a more extreme climate is leading to more people being in danger.
That has put a strain on search-and-rescue organizations across the country. Largely underfunded, mostly volunteer, and working with historic-low ranger staffing is a serious issue for the teams and their safety. Some regions are closing sites or looking at imposing fines to help deal with the issue.
Ford Wants to Help
Ford CEO Jim Farley headed to Utah last summer and spent time with Grand County Search and Rescue. Watching the teams save lives led to a conversation at Ford: “How do we get Bronco capability to even more search-and-rescue teams?”
The answer is to give them some. The program is called Bronco Answer the Call, and it will see Ford give three Bronco SUVs to three SAR organizations in the U.S. It will be three Bronco Badlands models with the Sasquatch Package, and they’ll be upfitted with drone tech, winches, recovery gear, and more. These will be awarded through a call for grants.
Two others will also be given away. Those have been earmarked for Kern County Fire & Rescue in California and Teton County Search & Rescue in Wyoming.
Apply for Your Group Now
Ford and NASAR are looking for “teams operating in the most diverse and extreme environments.” Ford wants the Broncos to get put through the wringer. Or, as it calls it, “where the Bronco’s capability can make a tangible difference in mission outcomes.”
If you’re part of a qualifying search-and-rescue organization, the grant application process is open now. It ends soon, though, closing on Feb. 28, 2026.
Ford isn’t the only automaker looking to give outdoor organizations a boost. Land Rover has been giving away specially equipped Defender models as part of its Defender Service Awards. The program has awarded 24 vehicles to various charity groups over the last 5 years.
