Ford Performance: The Driving Force Behind Ford's Success
In This Article:
* Ford Performance's significance to Ford Motor Company
* The growing business of performance vehicles
* Racing's impact on product development and technology transfer
* Ford's customer-centric approach to sustainability in racing
* The profitability of selling race cars
Charlotte, North Carolina – Jim Farley, CEO of Ford Motor Company, has made a clear declaration: "No more boring cars." This message was echoed during Ford Performance's Season Launch, highlighting the automaker's ongoing commitment to racing and performance vehicles.
The Importance of Performance Vehicles
Ford's iconic Mustang, Bronco SUV, and Raptor pickup line are crucial to the company's financial success. The off-road business alone contributes significantly to Ford's global profits and continues to grow rapidly. These vehicles cater to enthusiast off-roaders who value rugged capability and performance.
Racing Drives Innovation
Ford's significant investment in racing directly impacts the technology and performance features found in its production vehicles. Concepts tested and proven on the racetrack, such as aerodynamics and predictive software, are transferred to vehicles like the Raptor R, Mustang GTD, and Dark Horse.
Technology Transfer from Formula One
Ford's partnership with Red Bull F1 will provide valuable insights in aerodynamics, predictive failure software, and advanced display technologies. These advancements will benefit Ford Pro customers and contribute to the development of innovative road vehicles.
A Profitable Parts Business
Racing is also a lucrative parts business, generating revenue from the sale of replacement components and accessories. Additionally, the brand recognition and performance reputation gained through racing enhances the desirability of Ford's production vehicles.
Marketing and Brand Building
Ford does not view racing as a marketing expense but rather as an essential element of product development and technology transfer. The company's racing success translates into increased demand for enthusiast products, driving sales and enhancing the brand's reputation.
Customer-Centric Racing
To foster sustainability, Ford is transitioning to a customer-centric racing model. By selling race cars to drivers, the company can focus on delivering valuable experiences and generating revenue. This approach ensures profitability and aligns with the successful business model adopted by Porsche.
Profitability in Selling Race Cars
Ford's efforts in providing driving schools, Bronco off-road rodeos, and other racing-related experiences have proven profitable. When tied to production vehicles and the overall racing business, the sale of race cars contributes to Ford's bottom line.