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Ford’s use of the Lobo name dates back to the 1980s and the Bronco Montana Lobo concept vehicle.
Ford has brought back the Lobo name to the U.S. with the launch of the Maverick Lobo, a new street truck series inspired by mini trucks of the late 1990s. That was the same era when Ford began using the Lobo name to designate certain F-150 trim series in Mexico as personal trucks (and boosting sales in the process), a practice that continues today.
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A batch of F-150 Lobo pickups leaves Kansas City Assembly Plant in this 2008 photo.
Lobo, which translates to “wolf” in Spanish, has been used at least two other times in the Ford lexicon. In the 1980s, it was part of the name of a Bronco concept called Montana Lobo. The vehicle was a futuristic take on the SUV that was also part truck. The vehicle was said to be practical for everyday use, but also primed to climb over the competition when it came to its off-road prowess.
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The Bronco Montana Lobo imagined what the SUV could be in the early 1980s.
The vehicle was designed in a collaboration between Ford’s Advanced International Design Center in Dearborn and the Ghia Design Studios in Italy. The collab gave Montana Lobo some unique features, such as tinted “bubble” doors to go along with a sliding rear access door and a plexiglass T-top-style roof. The SUV’s futuristic design also included features such as digital instruments and ventilated seats.
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The 2005 Ford F-150 Lobo edition was sold in the Southwest region of the U.S.
The Bronco Montana Lobo never made it to production, however an F-150 Lobo special edition pickup for the Southwest U.S. market did in the mid-2000s. The 2005 Ford F-150 Lobo edition was developed specifically for the Latino market, according to a press release. Based on the popular STX series, the F-150 Lobo edition had several distinct design elements, as well as unique Lobo badging on the rear tailgate and special Lobo embroidered floor mats.
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The F-150 Lobo edition’s distinct design elements included unique Lobo badging on the truck’s rear tailgate.
The limited-edition pickup, offered solely in Bright Red exterior color and a SuperCab configuration, had a monochromatic design featured on its bumpers and body-colored upper and lower grille surrounds. The F-150 Lobo was featured in a month-long advertising campaign alongside singer Pablo Montero.
Ordering for Maverick Lobo as well as the entire 2025 Maverick lineup begins today. Visit Ford.com for more information.
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