Ford Abandons “Bronco Rough Riders” Trademark After Three Years

The Ford Motor Company has abandoned its trademark application for “Bronco Rough Riders”, which was filed with the United States Patent and Trademark Office (USPTO) on September 29, 2020. The application, serial number 90221076, described the goods and services as “entertainment services in the nature of automobile racing; entertainment services, namely, entertainment of others by participating in automobile racing events.” However, the application was abandoned on November 27, 2023, due to the lack of a timely filed Statement of Use or Extension Request after the Notice of Allowance was issued. This trademark was potentially considered for a Ford Bronco off-road racing program, similar to the company’s Mustang-based racing series. Although the idea of a Bronco-based racing program is intriguing, it never materialized, and Ford opted to abandon the trademark. Bronco owners can still participate in the Off-Roadeo, a program that allows them to take their SUVs off-road with expert guidance. However, a more structured way for owners to transition into professional off-road racing is not currently available.