HORSESHOE BAY, Texas — Forget the boring training videos and bulleted brochures.
To better acquaint its retail network with the 2021 Bronco SUV, Ford Motor Co. ditched the standard informational materials for a unique, hands-on boot camp in the mud and rocky crags of Texas Hill Country.
The automaker invited representatives from each of its more than 3,000 U.S. dealerships to come to the Bronco Off-Roadeo, a 360-acre driving school it created outside of Austin as a free perk for new Bronco owners. Dealers got the first crack at traversing miles of curated trails before the site opened to customers so they could better sell the new SUV and build excitement for a subbrand that Ford hopes will steal sales and market share from Jeep.
"Most of us are not experienced off- roaders," said Brian Farnsworth, an inventory manager at Marcotte Ford in Holyoke, Mass., who attended in May with the store's president and general manager. "When you talk about terms like…