We’ve seen Ford CEO Jim Farley take a handful of road trips in the recent past, all with one goal in mind – to see, firsthand, how well certain vehicles soak up the miles, as well as connect with other owners and enthusiasts along the way. Most recently, the exec took a Ford F-150 Lightning from Silicon Valley to Los Angeles, east on Route 66, and to Las Vegas, utilizing the current charging infrastructure to make its way across that route. Now, Farley is embarking on a road trip in the Ford Bronco, too.

For the third year in a row, Farley is hitting the road, this time, in a new Ford Bronco Badlands SUV with the Sasquatch Package. However, this trip will also take part off paved roads, spanning three days of covering remote and famous trails/landscapes across the western U.S. Along the way, Farley will meet with enthusiasts, trail guides, conservation volunteers, and rescue teams to see how customers are using their own off-road-focused vehicles on a regular basis.

The goal here is to also travel more off the road than on it, utilizing the many tech features present in the Bronco – not to mention exploring its off-road capabilities. Farley wants to learn as much as possible about how customers are using their Broncos, as well as how Ford can improve it in various ways, all as that model celebrates 60 years since the original debuted back in 1966. Farley will be providing updates along his journey via his own social media accounts, so fans can follow along if they wish.

“Ever since I could drive, I’ve loved the excitement of heading out on the open road,” Farley said. “The freedom, the adventure, the endless possibilities – with good music… snacks… and, most important – a great navigator. When I started my career as a product planner, I spent months on the road researching what customers want in their vehicles. How? I watched how they drove and used their vehicles, and I talked to them. Today, many years later, I still love to get out and learn from customers.”