5 of Ford’s best trucks in the desert for 2 days, I can’t think of anything better to do at work. Built Ford Tough is well known in the US but not in the Middle East. This work is the start of building the brand to be relevant and iconic in the region. Arabs are proud of their culture and heritage just like Ford trucks. Trucks are a way of life here, you need them, you want them. A truck life is something you live by, nothing else matters.