Ford Performance: Racing, Enthusiast Vehicles Drive Growth for Automaker
Charlotte, NC - Ford CEO Jim Farley emphasizes the strategic significance of performance vehicles and racing for the company's financial performance and brand image.
Key Performance Vehicles:
* Mustang: Iconic sports car with various performance variants
* Bronco: Rugged SUV with off-road capabilities
* Raptor: High-performance off-road pickup line
Business Impact:
* Off-road vehicle segment drives a significant portion of Ford's global profits
* Performance vehicles enhance Ford's brand image and enthusiast appeal
Investment in Racing:
* Ford heavily invests in racing, fostering technology transfer and product innovation
* Collaboration with Red Bull F1 brings aerodynamic and software advancements to Ford Pro customers
Marketing and Sales:
* Ford views racing as a product development rather than solely a marketing expense
* Race-winning products, such as the Mustang Dark Horse R, drive enthusiasm and sales
Customer Racing:
* Ford emphasizes customer racing over direct racing to create a sustainable business model
* Driving schools, off-road rodeos, and race car sales generate revenue
Financial Viability:
* Selling race cars can be profitable when linked to production vehicles and racing as a business
* Ford's previous "write a check, win on the track, sell on Monday morning" approach is replaced by a more sustainable paradigm