Whenever legendary NFL tight end Rob Gronkowski sees a player driving an F-150 Raptor, he said he instantly knows it's likely an offensive lineman behind the wheel.

That player certainly is "a badass" because "offense linemen love the Raptors and the F-150 and the big tires," Gronkowski told Ford Motor Co. CEO Jim Farley in season three of Farley's podcast "Drive," which drops Wednesday.

Farley had playfully asked Gronkowski, who retired in 2022 with four Super Bowl rings, for his quick take on what a car model tells him about a fellow player.

For example, Farley asked what Gronkowski thinks of a player driving a Toyota Camry or Honda Accord. Gronkowski said that player is an undrafted free agent or a rookie trying his best to make the team so he can upgrade his ride. A Ferrari or Lamborghini, Gronkowski said, indicates a fast skill player such as a wide receiver or defensive back.

Gronkowski is Farley's first guest on the third season of "Drive," which you can get on YouTube channel, Spotify and Apple Podcasts, among other places. New episodes will come out every Wednesday, with Farley interviewing a list of notable celebrities this season that include rapper T-Pain, actor and race car driver Frankie Muniz and comedian Jay Leno, Ford said in a statement.

Season three will also feature author and Detroit Free Press columnist Mitch Albom, travel influencer Lexie Alford, who is the first person to travel the globe in an EV, and British astronaut Tim Peake, to name a few more.

Giving a Ford a human face

Farley launched "Drive" in 2022 with the idea of talking to celebrities about cars, but also to learn what helped make each person successful. The podcast returned for a second season in January 2024 when Farley interviewed such personalities as Dr. Sanjay Gupta, singer Kelly Clarkson and late-night host Jimmy Fallon.

The podcasts may not add to Ford's new vehicle sales, but that's not why companies do them, said Erik Gordon, area chair of entrepreneurial studies at the Ross School of Business at the University of Michigan.

"Companies may like having a visible CEO to put a human face on the business," Gordon said. "Detractors who doubt that it is worthwhile for CEOs to spend time on podcasts, helping a ghost writer author the CEO's biography or do interviews with style magazines think CEOs are paid a lot of money because their job is so difficult and time consuming."

Gordon said "Drive" is unlikely to sell even one extra Mustang, but neither will most Ford sponsorships or charitable contributions.

"Companies hope they all create some sort of public goodwill," Gordon said.

It is also a way to try reach and connect with a younger audience, said Peter Berg, a professor of employment relations and director of the School of Human Resources and Labor Relations at Michigan State University.

"It definitely seems like just another form of marketing," Berg said. "They are probably trying to reach an audience that doesn't consume traditional advertising."

Consumers today, especially Gen Z, are weary of traditional marketing messages, such as news releases, corporate statements or regular commercials, said Ayalla Ruvio, associate dean of the master's programs at Michigan State University's Broad College of Business.

"Hearing the CEO's actual voice and passion makes Ford feel more approachable and authentic, while reinforcing shared values like innovation, sustainability and American manufacturing. Values that consumers can relate to and connect with," Ruvio said in an email.

Through these podcasts, which are platforms where many consumers are already spending time, Ford is meeting its target market where they are and in a form they enjoy, Ruvio said.

"This kind of direct, human connection builds trust, a sense of community, strengthens brand loyalty, and helps position Ford as a company people not only buy from but also believe in," Ruvio said.

Ford spokesman Dan Barbossa said Ford didn’t start the podcasts; rather Farley did it himself mainly because he is "a curious soul and lifelong learner, cherishes the opportunity to connect with fascinating individuals and delve into engaging conversations."

For the past three seasons of the podcast, Barbossa said Farley has dedicated his weekends to exploring the automotive world with "some of his favorite people, uncovering not just what they drive, but what truly ignites their passions."

Gronk is a Ford guy

All of that might be true, but Farley is by nature a car guy who races as a hobby, so talking cars comes natural to him. He's also a New England Patriots' fan, he said, so Gronkowski was a natural fit as a first guest.

Gronkowski, nicknamed "Gronk," most recently played for the Tampa Bay Buccaneers in 2021 and retired from the league after two seasons in Tampa Bay and nine years with the New England Patriots. Gronk tells Farley about growing up in a blue-collar household where he and his four brothers were carted around in a conversion van until his dad could afford an F-150 in 1984.

“I’m a big Ford guy," Gronk said. "My family, we’re all Ford guys and my mom is a Ford mom.”

Ever since 1984, Gronk said, his dad has owned a Ford truck. Gronk's first car was a 2000 Ford Explorer that his dad bought for him when he was in high school, he said. He installed speakers in it.

“I loved the car," Gronk said. "I was one of the coolest guys.’

Years later, Gronk said he bought his dad an F-150 and a Taurus sedan. He has bought his mom two Ford Explorer SUVs over the past eight years and she still has both of them, he said. He also shared his experience customizing his own Ford Bronco, nicknamed “The Gronko,” which features a custom headrest stitching and a Raptor grille.

Gronk's advice to Farley on how to run Ford

Beyond car talk, the two discussed the lessons learned to be successful. Gronk talked about what he learned from former Patriots coach Bill Belichick and quarterback Tom Brady.

Farley asks all his guests: “What advice would you give the CEO of Ford Motor Co.?”

Gronk's reply: "Run the organization, run Ford like it’s a football program. In the game of football, if you’re not producing … you’re going to be gone. That’s what I love about the game of football and sports. There’s no politics involved. But have fun with it, too.”

Farley said he loved the advice, which he took in part to mean connecting people with the company's purpose and always striving to win.

"We service 200,000 employees and 10,000 dealers around the world … we serve all of them," Farley said. "We can’t have a bad day."

Jamie L. LaReau is the senior autos writer who covers Ford Motor Co. for the Detroit Free Press. Contact Jamie at . Follow her on Twitter @jlareauan. To sign up for our autos newsletter. Become a subscriber.

This story was updated to add a video.