Ford, an iconic name in American automotive history, aims to revolutionize its image by focusing on off-road vehicles.
Gone are the “ordinary” models; the spotlight is now on rugged and, most importantly, desirable off-road vehicles. Jim Farley, the company’s CEO, makes no secret of his ambitions: to position Ford as the global benchmark for off-road vehicles, much like Porsche has done in the luxury sports car segment. Here’s a closer look at the changes ahead.
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A strategic shift toward iconic vehicles
Ford has recently made bold decisions by discontinuing several of its emblematic models. Say goodbye to the Fiesta, Focus, and Mondeo in Europe. While tough for fans of these legacy cars, these moves underscore a clear strategy: to exit low-margin segments and focus on vehicles with strong identities. In the US, this pivot has materialized through a commitment to models like the Mustang, Bronco, Raptor, and Tremor, which epitomize toughness and adventure. According to Jim Farley, this new direction reflects a growing demand for vehicles that are more than just practical—they tell a story. Ford now aims for its off-road vehicles to account for far more than their current 20% share of total sales. To reinforce this vision, the brand is even considering bold innovations, such as an off-road Mustang variant.
Pursuing profitability and relentless innovation
For Ford, the math is simple: invest in profitable, innovative models. Cars like the Fiesta and Mondeo, though popular, were no longer economically viable given shifting consumer preferences. The company now focuses on offerings that combine performance and exclusivity, exemplified by the Mustang GTD, designed to compete with track-focused Porsche 911 models. Innovation remains central to the strategy. Among the concepts being explored is a raised, off-road-capable Mustang, which could push the boundaries of traditional pony car design. This model, aimed at attracting a new customer base, could pave the way for audacious projects like a four-door Mustang, internally nicknamed “Mach 4.”
An ambitious vision for the future of Ford
Jim Farley has big plans to establish Ford as a leader in the off-road space. Inspired by Porsche’s success with the 911 Safari, Ford is reimagining its flagship models to meet the growing demand for versatile, adventure-ready vehicles. The discussions surrounding an off-road Mustang highlight the company’s willingness to explore uncharted territory. This vision extends beyond the US market. Ford continues to sell models like the Mondeo in China and the Taurus in the Middle East, showing that the company hasn’t entirely abandoned traditional cars. However, it’s clear that off-road vehicles are at the heart of Ford’s strategy to stand out with products capable of competing with the best in this segment.
This article explores Ford’s strategic transformation, from abandoning traditional cars to creating an ambitious off-road lineup. With technical innovations and bold concepts like an off-road Mustang, the company seeks to redefine its identity and captivate enthusiasts of performance and adventure.
Images: © Ford