Ford boss has promised to turn the brand into an off-road equivalent of Porsche

In a conversation with reporters at the Detroit Auto Show, Jim Farley announced an expansion of the range of all-terrain vehicles. The executive said he has ambitions to turn Ford into the “Porsche of off-roading” and become “the world’s No. 1 off-road brand.” The emphasis will be on the Bronco family, the Tremor and Raptor lines. The share of all-terrain vehicles in total sales should increase, and their margins should grow.

Jim Farley again hinted at the debut of an off-road version of the Ford Mustang: a pony car with special tires and a retuned suspension can be considered an analogue of the limited version of the Porsche 911 Dakar. The boss of the “blue oval” also explained the refusal of passenger models in the USA and Europe: they simply do not bring the required profit.

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The focus on crossovers, SUVs and pickups has not yet extended to all markets. In China, the Ford Mondeo is still being updated and sold; in the Middle East, the Taurus business sedan remains in the range. However, in the United States, the only exception to the rule remains the Mustang, and Jim Farley has promised to preserve and develop the iconic model. Ford also does not abandon plans for electrification, although sales of battery-powered cars are in decline in Europe.

It is curious that the quite successful Ford Fiesta was removed from the European line, and now the Focus is preparing for retirement. In 2024, interest in the model decreased by 15%, but in 11 months, 80 thousand Focuses found buyers in Europe, that is, the bestseller of previous years is second in sales only to Puma (139 thousand units) and Kuga (98 thousand units).

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