The Budweiser Jeep Honcho was raced to victory by Roger Mears in 12 major off road races in the 1978, 1979, 1980 and 1981 racing seasons. The wins came in 22 races that included the Baja 1000, Baja 500, Mint 400 and the Off Road World Championships at Riverside. The success of the Budwesier Jeep Racing Team solidified the Budwesier Honcho as one of the most iconic racing Jeeps of all time. If winning wasn’t enough, the Budeweiser Honcho was also used in the made for TV feature documenting the Baja 1000 along with countless TV commercials, print ads and magazine features.

The “Mucho Macho” truck was the Budweiser Prerun truck that was built at the same time as the Bud Honcho race truck. The color was changed after the Budweiser team was sold in 1982 to La Paz Racing. The “Bud Honcho” and “Mucho Macho” Prerunner have both been restored by UPR Racing Supply and are again making dust in the Southwest US and Baja Mexico.