Another salvo in Ford v Jeep: Jeep launches Adventure Academy

Off-road driving instruction begins in 3 locations in October

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Jeep academy
Instructor at Southern Missouri Off-Road Ranch coaches Jeep driver on wheel placement | Jeep photos

Remember the muscle car wars of the late 1960s and early ‘70s? They pall, not only in memory, if not in horsepower, compared to the current fight in the dirt and dust between Jeep, the reigning champion, and Ford, with its challenger the Bronco, for the off-pavement driving championship.

As part of its launch of the new Bronco just two months ago, Ford said it would stage a series of Bronco Off-Roadeo events in the summer of 2021, and soon said the first would be located at Austin, Texas.

Not to be upstaged, Jeep has announced that very soon, in October 202, it will launch the Jeep Adventure Academy “to provide hands-on, off-road driving instruction for any Jeep 4×4 owner, novice to advanced.”

Academy adventure programs are scheduled for October 2-4 at the Holly Oaks Off-road Vehicle Park in Holly, Michigan; for October 9-11 at the Southern Missouri Off-Road Ranch in Seymour; and for October 16-18 at the Hollister Hills STate Vehicular Recreation Area in California.

Off-road “experts and prominent instructors” from the acclaimed Jeep Jamboree USA will serve as instructors at the academies, where “participants will learn off-roading basics and even more about their Jeep brand vehicle’s legendary capability, while building confidence and connections within the Jeep brand community of adventure seekers,” Jeep said in its announcement.

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“Off-roading is a rite of passage for Jeep 4×4 owners and the new Jeep Adventure Academy will provide key knowledge every off-roader can use for hitting the trails,” Jim Morrison, head of Jeep Brand, FCA – North America,” was quoted in the announcement.

“The new Jeep Adventure Academy underscores the Jeep brand’s commitment to delivering Jeep 4×4 vehicles that provide owners with a sense of capability, safety and security to handle any condition or adventure with confidence.”

Jeep Adventure Academy registration is open at the academy website. A one-day session costs $99 and requires Jeep 4×4 vehicle ownership.

Subjects of instruction will include 4×4 system basics, driving techniques, trail etiquette, vehicle preparation and equipment, how to properly read terrain and challenging obstacles, safety tips and more.

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A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

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