The Last Word: Schwab’s Jonathan Craig on the 2023 Charles Schwab Challenge Champion’s Prize

“The Challenger Prize has now become a tradition in its own right.”

Jonathan Craig
Managing Director and head of Investor Services
Charles Schwab 
.…on the 2023 Charles Schwab Challenge Champion’s Prize.

A certain percentage of Dallas Innovates readers must be salivating at the sight of the 1973 Ford Bronco above. If you’d like to own it, no problem—you just have to win the 2023 Charles Schwab Challenge, a PGA Tour event set for Memorial Day Weekend at the Colonial Country Club in Fort Worth.

This year’s one-of-a-kind Champion’s Prize will be a fully restored and modernized 1973 Schwab Bronco, which rolled off the line the same year that Commander Industries was rebranded as Charles Schwab & Co., Inc. 

Fifty years later, some lucky golfer will drive away with this baby, whose Royal Tartan seats will match the champion’s Royal Tartan jacket, awarded every year to the event’s winner along with Colonial’s Leonard Trophy.

The Champion’s prize 1973 Schwab Bronco offers vintage Schwab detailing, upgraded leather interior, and hand-stitched upholstery with Colonial Tartan Plaid Trim. [Photo: Business Wire]

“We’re honored, once again, to play a role in the tradition of this celebrated tournament in Fort Worth and be part of its longstanding support from the Metroplex community,” Craig said in a statement. “As we enter our fifth year as title sponsor, we wanted to recognize Schwab’s 50-year legacy of helping our clients get where they want to go, no matter what comes their way. And there’s no better vehicle to embody that than a 1973 Schwab Bronco.”

Customized by Bryan Rood of Classic Ford Broncos, the 1973 Schwab Bronco is fully restored. It’s also been modernized and packed with cutting-edge technology symbolizing Schwab’s commitment to innovation and service to its clients. The Bronco features “a Ford 2023 Gen 3 Coyote 5.0L engine with 465 horsepower, a Ford 10-speed automatic transmission paired to Ford’s push-button four-wheel drive system, custom machined door handles, mirrors, knobs, and hand-stitched interior upholstery with Colonial Tartan Plaid trim,” Schwab said.

This year’s Champion’s Prize continues a tradition at the PGA Tour event that began in 2019 with a fully renovated and customized 1973 Schwab Challenger. A 1946 Schwab Power Wagon followed in 2021, and most recently a 1979 Schwab Firebird was awarded to Sam Burns after he won last year’s event in a playoff over Scottie Scheffler.

For more of who said what about all things North Texas, check out Every Last Word.

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