Brad Lovell will be inducted into the Off-Road Motorsports Hall of Fame Oct. 30, 2022.
The Hall of Fame
Brad Lovell entered his first rock-crawling competition in 2004. Now, almost two decades later, Lovell has proven himself to be one of the most successful and versatile off-road racers in history.
The championship-winning rock crawler adapted to win championships in Ultra 4, short-course and off-road desert racing. In all, Lovell has amassed nine season championships and more than 35 race victories, which earned him the honor of Dirt Sports Racer of the Year in 2012.
He’s also taken that versatility into trophy trucks, taking to the desert to compete in events like the Mint 400 and Baja 500. In 2020, Lovell claimed the Every Man Challenge title at King of the Hammers, solidifying his status as one of the best in the sport.
This month, Lovell is officially assuming legend status as an inductee into the Off-Road Motorsports Hall of Fame. But don’t expect the new title to put Lovell into retirement mode. Experience brings certain advantages – and Lovell hasn’t lost his drive to win races.
Road to the Off-Road Life
Lovell’s accomplishments are a mix of luck and determination. His passion for off-road exploration was sparked in childhood, while bouncing around with his brother Roger in the back of his dad’s Ford Bronco* in the Colorado Rockies. As he grew up, that passion turned into a career fueled by skill, creativity and work ethic.
“I remember when I was a kid watching the Baja 1000 and thinking, ‘That’s the coolest thing, but how do you do that?’” said Lovell.
“I got into off-roading by going to the Colorado Rockies camping. My dad had a Bronco that he’d tow with. My brother and I always wanted to go further and take tougher trails. He was smarter about it and wouldn’t always do it, but that planted a seed.”
When the brothers reached high school, Roger purchased his own Bronco and they started to explore further, testing their own limits for the sheer joy of it. “We got really good at it,” said Lovell, “but we were just in a microcosm and had no idea.”
After college, Lovell took a job as an engineer that allowed him to purchase a Ford Ranger* and turn it into a competition vehicle. In 2004, The brothers took it to their first rock-crawling competition, the U-Rock St. George, and won.
“We won the rest of the events that season, four events,” said Lovell. “We went to U-Rock Super Crawl. We ended up coming in second. It was like, ‘Wow, what a year!’”
Lovell went on to win six rock-crawling championships, and aside from being exceptional at it, he loved it.
“It has that sense of achievement and it all stems back to just being competitive and going out recreationally on trails and seeing what you and your vehicle can do,” said Lovell. “And that surged and overflowed in competitive rock crawling for a number of years.”
AMSOIL Writer who also enjoys wilderness exploration, skiing and marketing for a local craft brewery.