MC&T is the first to discover that Roush Performance is about to break into the burgeoning off-road vehicle space. Branded as Roush Overland, the company is expected to offer an extensive line of upfitted Ford vehicles such as the Bronco and Ranger, rivaling the likes of fellow Michigan company AEV – American Expedition Vehicles.
Official inquiries from Roush Performance were returned, saying there are “no updates on this right now.”
The Roush Overland logo is pictured above, per the United States Patent and Trademark Office. Oddly, the trademark registration, filed in October 2020, is intended to cover the categories of: “recreational Vehicles And Accessories, Namely, Camping Trailers, Towable Trailers, Travel Trailers, And Trailer Hitches For Vehicles.”
But what would Roush – interlocked with Ford Motor Company, and its ever-growing portfolio of off-road products – be doing getting into the camping trailer business? There’s bound to be something greater afoot here. Perhaps a Bigfoot greater. Perhaps… a Sasquatch greater?
A Roush Ford Bronco. You get what we’re trying to convey here.
We imagine Roush Overland to encompass a portfolio of upfitted versions of Ford’s already very capable vehicles. The list seems to be growing by the month, but here is what’s possible so far:
Roush Performance currently offers its own take on the Ford Ranger, Ford F-150, and Ford Super Duty. A Bronco and Bronco Sport would be the next logical step, while the Ford Explorer Timberline – expected to compete with the Jeep Grand Cherokee L – could be on the bubble. The Ford Expedition could also be a fine three-row overland SUV.
By comparison, AEV has relationships with rival brands of Ford, and focuses on those products. These include the Jeep Wrangler, Jeep Gladiator, Chevrolet Colorado and Ram HD. All of these upgraded vehicles are available right now.
This could be where Roush Overland comes in; to logically compliment all of Ford’s growing adventure vehicle portfolio, while Roush Performance focuses on street and road-course-focused machines like the Roush Stage 1, 2 and 3 Ford Mustang muscle cars.
Or maybe Roush just gets in the camping trailer business.