With Broncos and Raptors leading the charge, Ford wants to redefine what it means to go off-road.
Ford is doubling down on its mission to make bold, exciting vehicles, with CEO Jim Farley setting his sights on turning the company into the “Porsche of off-road.” At the Detroit Auto Show, Farley revealed that off-road vehicles are a major focus for the automaker, which aims to dominate the segment with models like the Bronco, Raptor, and Tremor. These vehicles accounted for 20% of Ford’s global sales in 2024, and the company is looking to expand their appeal further.
Farley’s vision reflects a larger shift at Ford. In recent years, the company has exited the traditional car market in the U.S. and Europe, phasing out models like the Fiesta, Focus, and Mondeo to focus on SUVs, trucks, and the Mustang. While these decisions were controversial, Farley has defended them, saying Ford is “getting out of the boring car business” and prioritizing “iconic” products that evoke excitement and emotion.
One of the biggest examples of this approach is the Mustang. Farley has pledged to keep the legendary pony car at the heart of Ford’s lineup, calling it central to the company’s identity. New additions like the Mustang GTD, a track-focused supercar, and the RTR version with a turbocharged EcoBoost engine, show how Ford is keeping the brand fresh. There are even rumors of a high-riding, off-road Mustang inspired by models like Porsche’s 911 Safari. Additionally, Ford is reportedly exploring a four-door Mustang, known internally as the “Mach 4,” to bring a new twist to the iconic nameplate.
Off-road performance is a growing priority for Ford, not just in its vehicles but also in motorsport. The company’s Raptor T1+ recently earned third place in the grueling Dakar Rally, demonstrating Ford’s commitment to using racing as a testbed for innovation. According to Jim Baumbick, Ford’s vice president of product development, the lessons learned in events like Dakar are directly fed back into developing better consumer products.
Ford’s strategy to embrace niche markets and emotional design is clear across its lineup. Models like the Maverick Lobo, Mustang Mach-E Rally, and the ever-popular Bronco prove that the company is serious about delivering vehicles that stand out. Ford also plans to expand its Tremor lineup to include more SUVs and trucks, reinforcing its off-road reputation.
While Ford has shifted away from traditional sedans and hatchbacks, it hasn’t entirely abandoned them. The Mondeo and Taurus are still sold in select global markets, and the rumored “Mach 4” Mustang sedan could mark a return to the car market in the U.S.
For now, Farley is focused on building Ford’s off-road dominance and ensuring its vehicles stay exciting and relevant. With bold plans for the Mustang and a commitment to off-road performance, Ford is positioning itself as a leader in the automotive world—just as Farley envisions. “Great products always win,” he said, and Ford is betting on just that.
