Ford CEO Jim Farley is confident in the brand’s ability to become the "Porsche of off-road vehicles."
Farley envisions Ford leading the market by creating cars that resonate with enthusiasts while dominating the off-road segment.
Ford recently unveiled two new versions of its iconic muscle car: the Mustang RTR with Dark Horse components and the Mustang GTD Spirit of America Edition, featuring a "patriotic" design.
While these models have captured attention, Ford’s off-road vehicles are the real sales drivers. By 2024, larger off-road models are projected to account for 20% of the company’s total sales.
Speaking to Auto News at the Detroit Auto Show, Farley emphasized Ford’s leadership in the off-road category: “Ford aims to be the world’s leading off-road brand. We want to be the Porsche of off-road.”
Farley’s ambitions extend beyond street models like the Raptor series.
Ford is expanding its presence in off-road motorsports, with highlights such as the Raptor T1+ securing third place at the Dakar Rally this year, where Toyota claimed the top spot.
Jim Baumbick, Ford’s vice president of product development, operations, and quality, explained that motorsport isn’t just about winning titles. According to Baumbick, the insights gained from racing are directly applied to improving Ford’s road cars.
This motorsport influence can already be seen in models like the new Mustang Dark, inspired by GT3 cars competing in the European Le Mans series.
Since Farley became CEO in 2020, Ford has introduced a variety of vehicles designed to appeal to both niche and mainstream markets. From the Maverick Lobo to the Bronco Raptor, Mustang Mach-E Rally, and high-performance Mustang GTD, Ford has focused on blending innovation with enthusiast appeal.
Looking ahead, Ford plans to continue this strategy, including releasing more special editions and maintaining its commitment to V8-powered sports cars.
Farley assured fans: “We’ll keep building V8 sports cars—even if we’re the last ones doing it.”
