Ford CEO Jim Farley is aiming high, declaring the brand’s ambition to become the "Porsche of off-road."
This vision, shared at the recent Detroit Auto Show, signals a deliberate push toward emotionally driven, high-performance vehicles. “We do not make shampoo,” Farley stated. “Rule No. 1 at Ford: no boring products.”
The claim, however audacious, is bolstered by Ford's strategic pivot under Farley's leadership. The brand has expanded its lineup with models like the Ranger Raptor, Mustang Mach-E Rally and Maverick Lobo.
Specialised models such as the RTR Mustang further emphasise Ford's dedication to excitement over utility.
Off-road models drive growth
Ford says off-road vehicles now account for roughly 20% of its sales, and the company plans to grow that share by doubling down on models like the Bronco, Tremor and Raptor.
Despite strong competition from Jeep, Ford's off-road focus has gained traction with adventurous buyers.
Farley envisions off-roading as integral to Ford’s brand identity, positioning it not just as a utility vehicle manufacturer but as a creator of lifestyle vehicles.
He even hinted at ambitious concepts, including an off-road Mustang to rival exotic all-terrain sports cars like the Porsche 911 Dakar.
Mustang as a flagship for emotion
The Mustang remains a cornerstone of Ford's strategy, with innovations designed to maintain its relevance. Company chair Bill Ford underscored the model’s importance, stating, “I’ll never let Mustang go. It will always be part of Ford as long as I’m part of Ford.”
This relentless innovation, from high-output engines to potential new body styles, reflects Ford’s commitment to staying at the forefront of performance and emotional appeal.
Can Ford deliver?
Whether Ford can become the "Porsche of off-road" remains to be seen, but the brand’s bold steps and growing portfolio suggest it’s serious about redefining what it means to go off-road.
With a clear focus on emotion and performance, the Blue Oval is challenging convention and setting its sights high.