Every now and then a company does more than slap a camouflage wrap on a truck and call it “supporting the troops.” Ford just pulled off two back-to-back events that felt less like marketing and more like a genuine thank-you to the men and women who raised their right hand.
First stop: the Texas Hill Country, where 200 veterans, Gold Star families, caregivers, and survivors from all 50 states (yes, even guys who flew in from Anchorage and Honolulu) got behind the wheel of Broncos at the Off-Roadeo outside Austin. This wasn’t some parade-lap photo op. These were real vets—Army, Navy, Marines, Air Force, Coast Guard, Space Force—crawling rocks, splashing through mud, and pinning the throttle on trails that would make a billy goat think twice.
The timing mattered. The whole weekend lined up with the 250th birthday of the Army, Navy, and Marine Corps. Bill Ford, the executive chair himself, showed up in boots and jeans to shake hands and talk straight. He reminded everyone that Ford has been hiring veterans since mustard gas was still a thing, and the company just doubled down by signing the PAYS Act—meaning any active-duty troop who wants a job at Ford is guaranteed at least an interview when they hang up the uniform.
Ryan Smart, the guy who runs veteran recruiting for Ford, spent the weekend walking vets through exactly how the transition works: which plants are hiring, what certifications transfer straight over, and how the GI Bill stacks with Ford’s own tuition help. No brochures—just real talk between people who’ve worn the same boots.
While the Broncos were getting muddy, Ford rolled out something else worth seeing: an interactive “Stories of Service” map that pins real veteran stories on every state. You can click Texas and read about a Ranger who lost a leg in the Korengal, or zoom to Rhode Island and meet a Navy machinist mate who now builds F-150 frames in Dearborn. Search by branch, era, whatever you want. They say it’s going to keep growing, and it’s already the kind of thing a guy could lose an hour browsing with a cup of coffee.
A week later Ford kept the momentum rolling in Nashville. They shut down a venue, brought in Zac Brown, The War and Treaty, Tyler Hubbard, and a handful of other heavy hitters, and threw a concert called “Celebrating America’s Heroes.” Partnered up with TikTok and Blue Star Families, they livestreamed the whole show so anybody with a phone could watch. Money raised goes straight to groups like the Bob Woodruff Foundation, DAV, Elizabeth Dole Foundation, Guitars 4 Vets, Team Rubicon, Travis Manion Foundation, TAPS, and others that actually get results for vets and their families. If you still want to chip in, hit up Blue Star Families on TikTok—the donation link is right in the bio.
Look, a lot of companies wave the flag when it’s convenient. Ford’s been doing this since Henry built Eagle boats for the Navy in World War I and turned the Rouge plant into a bomber factory in World War II. They’ve hired tens of thousands of veterans over the decades, and they’re still at it. The Bronco Off-Roadeo and the Nashville concert weren’t one-off stunts; they were the latest miles on a road that started over a hundred years ago.
For any vet wondering if corporate America still has your back, Ford just sent a pretty clear message—with V8 exhaust note and a cold beer at the end of the trail: We’ve got you. Always have. Always will.
Happy Veterans Day, from one American company that still remembers what the word “honor” actually means.
