With the launch of the 2021 Bronco, Ford is taking the fight to the Jeep Wrangler. One of its main weapons against its storied foe is this: the segment’s first 35-inch tire with beadlock-capable wheels. And their chosen partner for their go-anywhere adventure? Goodyear.

While Goodyear isn’t the sole tire supplier to the Bronco, the American tire maker has been chosen to provide the 33- and 35-inch tires fitted on the most capable versions of Ford’s new SUV: the Bronco Badlands, Bronco Sasquatch, Bronco Wildtrak, and the Bronco First Edition. More specifically, the Goodyear Wrangler in 285/70 R 17 and 315/70 R 17 will be used.

Realizing that this may create a clash in branding; after all, you wouldn’t want the name of your chief competitor (in this case, the Jeep Wrangler) slapped onto your new SUV, Goodyear has developed a bespoke version of its tire specifically for the Bronco.

Though the official press photos (see above) clearly show “Wrangler,” Motor1 via The Detroit News reports that the tires fitted on the Bronco will have it scrubbed from the face of the tire in the production version. However, realizing the importance of the Wrangler brand to Goodyear, it’ll still be present on the inside of the tire; Bronco owners though will have to take off their tires to see it.

Read more about the Goodyear Wrangler tires here.