The release of the F-150 Raptor may have served a hint for Ford that Americans are more than willing to pay for a big chunk of cash for serious off-roading features. Why bother going aftermarket when you can get something equally incredible directly from the factory and with a warranty?
Unfortunately for US fans, the Ranger Raptor isn't offered in the country yet, but we know for a fact that the reborn Bronco is on its way. We're not sure if there will ever be a Bronco Raptor one day. Maybe, but it may not carry the Raptor name. Perhaps a new trademarked nameplate? Possibly.
A report from Ford Authority claims that the company filed trademarks for a possible off-roading sounding name: Badlands. Last year, Ford filed for the name Adrenaline as well. Both names are reportedly for the use of "Land motor vehicles, namely, passenger automobiles, pick-up trucks, and sport utility vehicles."
Are these names a hint for new off-road trim levels? A new vehicle entry is possible too. After all, Ford has shown interest in launching a direct rival to the Jeep Gladiator.
Badlands and Adrenaline sure do sound great for off-road packages, but even if they were used for other packages, we're not complaining either. But the report from Ford Authority really does insist that there will be a new off-road package, though it's not tied to a specific model yet.
It's also possible that either name will act as sort of an off-road version of the sporty ST line. It should throw Jeep's Trailhawk packages off balance because why not? Bronco Badlands also has a cool ring to it.
With the Ford Badlands trademark not being tied to a specific model, it's possible that the Badlands package will be offered on multiple models. The company had been obviously competing heavily with Jeep in the rugged SUV and crossover segment.
Automakers file hundreds of trademarks at a time and they often are simply to protect rivals from using a certain name. However, there's an interesting twist in this story.
Ford was not the first automaker to apply for the Badlands trademark. In 2015, General Motors apparently did so too, but it never made it to the registration process. Now, rival Ford has swooped in to claim it.
We're looking forward for these Badlands and Adrenaline packages. Trucks are still selling aggressively despite rising cost, even as the automotive market in the U.S. in general begins to slow down. So yes, we're likely to see them materialize one of these days.
