Two icons. One standard.
The Honda and 6666 Ranch partnership
Out in West Texas, work on the 6666 Ranch doesn’t wait for perfect conditions. It starts before dawn, with cowboys moving across open land, checking fence lines, gathering cattle, and keeping a sprawling operation running smoothly. It is a living symbol of grit, heritage, and hard-earned excellence.
Before the sun rises, the ranch is already in motion. There are miles to cover and no shortcuts across land this wide. The work is steady. Demanding. Unforgiving. There’s no reset button on an operation this size. When something doesn’t start, the day doesn’t wait.
That’s why Honda Powersports & Products chose 6666 Ranch for a strategic three-year partnership, bringing these two worlds together. But this isn’t just a stage for side-by-sides, ATVs, and power equipment. It’s a statement, written in calloused hands and tire tracks across untamed terrain: Honda is built for real work. Trusted by real people. Proven where it matters most.
The 6666 Ranch story
Founded in 1870, 6666 Ranch (pronounced “Four Sixes”) is one of the most storied ranches in American history. Its legacy spans generations of cattle management, elite Quarter Horse breeding, and premium beef shipped to families nationwide.
Today, Four Sixes also stands in a new spotlight as both a legendary ranch and a filming location for the hit show Yellowstone. But even as its visibility has grown, its commitment to authenticity, uncompromising standards, and doing things the right way has never wavered. That shared mindset makes this partnership a natural fit.
Built for real work
At the heart of this partnership is Honda’s trusted line of Pioneer side-by-sides, rugged FourTrax ATVs, and dependable Honda Power Equipment.
These machines support transportation across rugged terrain, land inspection and maintenance, and cattle and horse operations in demanding environments where reliability is critical. And when the job calls for more than wheels, when it’s time for clearing, cutting, powering, and keeping things moving, Honda Power Equipment handles the work around the work.
It’s modern engineering supporting a 150-year-old tradition. Technology designed to make hard work more efficient without changing how it’s done.
When the sun is up and the days are long, Honda is built to deliver. Day after day. Year after year.
Explore Honda Pioneer side-by-sides, FourTrax ATVs, and Honda Power Equipment
A partnership rooted in values
This collaboration goes beyond logistics and branding. It reflects a shared philosophy: integrity, endurance, and respect for tradition.
Honda products are designed around innovation, ease of use, and long-term reliability, traits that mirror the ranch’s century-plus commitment to excellence.
As Taylor Sheridan, Yellowstone creator and Four Sixes owner, puts it: “At the Four Sixes, we don’t partner with brands unless they earn it. Honda builds equipment that works the way a working ranch demands: reliable, durable and built without shortcuts. That shared respect for real work and doing things the right way makes this partnership a natural fit.”
Shared standards in action
Honda branding will appear throughout the Four Sixes Ranch facilities and grounds, and the partnership will extend to collaborative activations at key events, including the Return to the Remuda Horse Sale in Guthrie, Texas, and The Run for a Million in Las Vegas.
But the real story isn’t in the signage. It’s in Pioneer 1000s hauling feed, towing equipment, and navigating terrain that doesn’t forgive shortcuts. It’s in FourTrax Foreman ATVs checking fence lines at first light and trailheads at dusk. It’s in Honda EU3200 generators keeping operations moving without interruption.
It’s the reliability these ranchers count on, earned through performance that doesn’t flinch.
Proven where it matters most
At its core, this partnership brings together two legacies rooted in heritage and built on earned trust. Four Sixes Ranch has stood the test of time because it never cut corners. Honda has built its powersports reputation on machines that are dependable, capable, and ready for whatever the day demands, helping sustain 150 years of hard-earned work with greater speed, strength, and purpose.
Together, they set the standard — across every acre, every season, and every sunrise.