FORD

Ranger Deus Ex Machina

Ford announced a partnership with Deus Ex Machina, an Australian lifestyle brand, world famous for customizing motorcycles, clothing and accessories. The action is part of the brands' co-branding strategy and started with the Swank Rally Brasil, an off-road competition of vintage and modern motorcycles held on a farm in São Paulo with guest riders.

The event included a test drive of the Ranger FX4 and Limited pick-ups on an exclusive off-road route. In addition, together with Full Power magazine and Toninho Simões, owner of a workshop specializing in vehicle customization, Deus Ex Machina customized a Ranger, called 'Rusty Blue', which will now be displayed in the gastronomic space and brand store, Deus Mansion of Munificence, in São Paulo (Av. Rebouças, 3658).

Motocross practitioners Edu Bernasconi and Karina Simões, cyclist Patrícia Loreiro and surfer Caio Ibeli, Ford brand ambassadors, were part of the select group of motor and off-road enthusiasts invited to the rally. Among the attractions at the meeting, an old 1953 Ford Farming tractor was also on display.

“Partnering with Deus Ex Machina is part of Ford's positioning as a premium off-road brand, connecting with a new audience of enthusiasts who are active, looking for more challenges, achievements and exclusive experiences. The Swank Rally is a different event and is part of a series of other actions that we have scheduled for 2023”, says Fabrizzia Borsari, Ford Marketing Communication manager.

The Swank Rally has taken place in different and unusual places around the world - including airstrip, beach sand and ice. Participants recorded their own time, trying to reach the best mark on the off-road track created especially for the occasion.

“We are talking about two brands that have a lot of synergy. For some time, Deus Ex Machina has been thinking about building something with Ford, because both are action brands, and being able to do that here in Brazil is incredible. This grandiose event and the customization of the Ranger marked the beginning of this partnership. We have several interesting projects in mind”, comments Cris Almeida, partner and head of marketing at Deus Ex Machina in Brazil.

Autonews