Unlock Innovative Success: Ford’s Strategy for Exciting Products Against Boring #[Ford CEO Jim Farley]
Ford CEO Jim Farley’s Mission: No Boring Cars
Jim Farley, the chief executive of Ford, is a man who knows his audience. And, boy, has he made some statements that are sure to please the enthusiasts among Ford’s fans at the ongoing Detroit Auto Show. While the head of a global company will typically make statements to keep spirits up and appease Wall Street, Farley’s genuine passion for cars (and racing) leads me to believe that the man is on a mission. That mission? No boring cars.
In an interview with Automotive News, Farley declared, "Rule No. 1 at Ford: no boring products. We don’t make shampoo."
That’s a bold statement, but one that aligns with the brand’s radical shift in product strategy years ago, when it ditched its passenger car portfolio in North America and focused solely on crossovers, SUVs, trucks, and performance vehicles. The results have been impressive, with some truly innovative products emerging from Dearborn.
So, what does this mean for enthusiasts? For starters, Farley’s commitment to keeping the V8 alive as long as possible, his willingness to build and sell a $300,000 Mustang that’s essentially a street-legal GT3 race car, and his green-lighting the storied pony car’s return to endurance racing all back up his claim of "no boring products."
A Passion for Off-Road Performance
Farley’s desire to make Ford the undisputed leader in the off-road space is another area where he’s putting his money where his mouth is. Speaking to Automotive News, he stated, "We want to be the Porsche of off-road." That’s no small feat, considering the legendary Bavarian brand’s reputation for building near unstoppable off-road machines.
I’ve had the pleasure of driving a Ford Ranger Raptor, which The Drivenamed our Best Truck of 2024, and its handling capabilities left me in awe. While it’s not directly comparable to a Porsche 911 Dakar, you can see where Farley is going with this. I’ve also had the chance to tackle high-speed off-roading in a Bronco Raptor, and it’s a machine that’s not to be trifled with.
For many, the idea of a Ford that’s more like Porsche might sound a bit far-fetched, but it’s not about making their performance products drive like a Porsche. Rather, it’s about making Ford the go-to brand for those who crave a high-performance off-road vehicle, just as Porsche is the go-to brand for sports car enthusiasts.
A Shift in Focus
According to reports, Ford’s off-road-inspired vehicles accounted for 20% of its 2024 sales, translating to roughly 400,000 units. It’s a significant chunk, and one that has caught the attention of Jim Baumbick, Ford’s vice president of advanced product development, who backed up Farley’s quest to avoid boring cars.
"We’re not trying to make toasters on wheels," Baumbick said. "We’re not trying to make just commodity products. It’s all about emotion."
Emotion is indeed a crucial factor in the car business, but it’s not the only thing that sells cars, especially high-performance machines like SUVs, trucks, or sports cars. As the 2025 market unfolds, with increasing prices for consumers, the intersection of electrification, mass-scale production, and regulatory uncertainty, the next year looks to be an interesting one for the auto industry.
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