- Jim Farley said that Ford wants to be “the No.1 undisputed off-road brand in the world”.
- According to the CEO, the Blue Oval’s target is to become the “Porsche of off-road”.
- Off-roaders accounted for 20% of Ford’s global sales in 2024, proving their appeal.
Ford CEO Jim Farley has made it clear he’s not interested in building boring cars. Time and again, he’s emphasized that Ford’s mission is to deliver “iconic” vehicles that excite and inspire enthusiasts—or at least, that’s the idea. Now, Farley is doubling down on this vision, stating his goal for Ford to become “the Porsche of off-road.”
Recently, Ford unveiled two new versions of its signature muscle car: the Mustang RTR with Dark Horse parts and the Mustang GTD Spirit Of America Edition, featuring a patriotic livery. While these new models capture the attention of car enthusiasts, Ford’s biggest sales drivers are its off-road vehicles, which accounted for 20% of the company’s 2 million global sales in 2024.
Motorsport as a Driver for Progress
Speaking to Auto News on the sidelines of the Detroit Auto Show, Jim Farley said: “Ford wants to be the No. 1 undisputed off-road brand in the world. We want to be the Porsche of off-road.” This vision goes beyond production vehicles like the extensive Raptor lineup, as it extends to Ford’s growing presence in off-road motorsport. A prime example is the Dakar Rally, where the Raptor T1+ secured a third place in the overall standings.
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Jim Baumbick, Ford’s Vice President of Product Development Operations and Quality, explained the deeper purpose behind these motorsport efforts. He said the company isn’t just racing for trophies but to “learn, improve the product, and feed that back into our product development to advance our capabilities.” A similar approach has been applied to Ford’s Mustang Dark Horse trim, which draws inspiration from its GT3 racers competing at Le Mans.
Not Making “Toasters On Wheels”
Jim Farley emphasized that his focus at Ford is squarely on creating forward-thinking products: “Our industry is in the midst of a disruption. But one thing remains true; great products always win.”
Building on this, Jim Baumbick added, “We’re not here to make toasters on wheels or churn out generic commodity vehicles. For us, it’s all about creating an emotional connection.”
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Since Farley stepped into the CEO role in 2020, Ford has launched a wide range of vehicles designed to appeal to enthusiasts. From the Maverick Lobo to the Ranger and Bronco Raptors, Mustang Mach-E Rally, and the high-performance Mustang GTD, the company says it’s creating models that cater to niche markets while maintaining a broader appeal. This strategy is expected to continue in the future, with more special variants.
Looking ahead, Ford is reportedly planning to expand its Tremor lineup to cover most of its trucks and SUVs, including models beyond the Bronco and Bronco Sport. Furthermore, Ford’s Australian division will soon introduce a Super Duty trim of the Ranger, contributing to the ever-increasing lineup of the midsize pickup.
Mustang’s Enduring Legacy
While Ford is making a strong push into off-road vehicles, it’s clear that the Mustang remains central to the company’s identity. Executive Chairman Bill Ford, great-grandson of Henry Ford, reaffirmed this stating that the pony car “may be the most important to the company” when it comes to inspiring passion among their customers.
“Mustang means a lot to me,” Bill Ford said. “I’ll never let Mustang go. It will always be part of Ford as long as I’m part of Ford. We work very hard to keep it fresh and relevant. We’re just going to keep pushing the envelope on Mustang for as long as we can, and there’s really no limit to it.”
New Mustangs on the Horizon?
When asked about potential expansions to the Mustang lineup beyond the two-door muscle car and the electric crossover, Bill Ford hinted at the possibilities without giving much away. “There’s all kinds of possibilities. I’m not going to tip where we’re going next, but whatever we do will be true to the brand, because it has to be,” he said.
Although no official announcements have been made, reports suggest Ford is working on a four-door Mustang and a rally-inspired variant with AWD and rugged tires.
