Ford Performance: The Driving Force Behind Ford's Success
Charlotte, N.C. - Ford CEO Jim Farley has declared "No more boring cars." This sentiment underscores the message delivered at Ford Performance's Season Launch in Charlotte, showcasing the automaker's racing endeavors alongside performance vehicles such as the Mustang, Bronco SUV, and Raptor pickup line.
Beyond the excitement generated by performance cars and racing, Ford has experienced significant business growth in this sector. Ford Performance team members and Farley himself enthused over enthusiast offerings at Charlotte Motor Speedway.
The Importance of Ford Performance Vehicles
Farley emphasizes the profitability of these vehicles, particularly the off-road segment, which accounts for a substantial portion of Ford's global profit. The popularity of enthusiast off-road products like the Raptor contributes to Ford's revenue, profit, and brand image.
The Growth and Benefits of Racing
Ford is heavily investing in racing, enabling technology transfer from the track to consumer products. Vehicles like the Raptor R, Mustang GTD, Dark Horse, and Dark Horse R benefit directly from racing experience. Ford's recent Daytona 24-hour race victory further exemplifies the value of racing for the brand.
Racing informs product development by demonstrating the effectiveness of technologies like predictive failure software and aerodynamic advancements. Formula One involvement will provide additional insights that can be transferred to Ford Pro customers. Moreover, racing serves as a thriving parts business and strengthens Ford's brand reputation.
Marketing Racing Vehicles
Ford views racing not as a marketing expense but as an integral part of product development and technology transfer. This approach differentiates companies like Porsche and Ford, as it allows enthusiasts to experience racing technology in production vehicles.
Sustainable Racing
To ensure sustainability, Ford plans to focus on customer racing rather than direct company racing. Benchmarking against successful models like Porsche has revealed that a profitable business model for racing is possible by minimizing marketing expenses through a profit-generating approach.
Profitable Racing
Ford offers driving schools and off-road experiences that generate revenue. By linking racing to production vehicles, Ford can transform it into a profitable business. The traditional "write a check, win on the track, sell on Monday morning" mindset has been replaced by a more comprehensive and sustainable approach to racing.