Ford makes some truly exciting cars, like the Mustang GTD and its various Raptor off-road vehicles. But when it comes to mainstream vehicles, CEO Jim Farley believes the company can do better. He told the UK’s Car Magazine that the automaker is done with dull cars that don’t excite consumers.
“We’re getting out of the boring car business and into the iconic vehicle business,” said the CEO. “We’d always competed at the heart of the passenger car market, which didn’t work out too well for Mondeo, Focus, and Fiesta.” Farley notes that while these vehicles were beloved by customers, they “could never justify more capital allocation.”
Myriad Mainstream Fords Have Been Killed Off
So what sort of car fits the description? According to Farley, the new Puma – a compact crossover not sold in the USA – is the ideal mainstream Ford. Not only does the design and body style appeal to consumers, but the ability to price it higher than a Fiesta or Focus increases profit margins. Production of the Fiesta ceased last year while the larger Focus will say goodbye in 2025.
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Aware of the need to share the cars we enjoy in America with our cousins across the pond, Farley wants to expand the reach of existing enthusiast vehicles. The Bronco may receive right-hand drive and battle Land Rover in the UK. “The big Bronco will do right-hand drive and I think it’s worth a try.” The CEO noted that Ford’s enthusiast’s products were once a side business. But “now with Mustang, Raptor, and Bronco, they’re our business.”
“We’re naturally good at fast Fords and Broncos and authentic off-roaders. Ford’s brand perception was the same around the world: we were a ubiquitous company… take Raptor: it came from desert racing in Mexico and we made it global and mainstream. The Raptor story is a great example of where I think our passenger cars should go.”
Mustang Will Take On Germany’s Best Sports Car
The chief executive pointed out his ambitions for the Mustang brand, saying that it – as the best-selling sports coupe globally – can take on Porsche. “We’re going to invest in that brand and get stronger and stronger.” However, in the mainstream sphere, Ford has to contend with competition from Tesla and Chinese automakers. “The Chinese brands are coming to Europe and they’re incredibly fit competitors. In the EV business, Tesla and the Chinese are our main competition.” Over in the USA, the F-150 remains the best-selling vehicle in the country.
It’s a tumultuous time for the Blue Oval. Electrification is something that requires development time and heavy investment, which means having to battle dwindling EV sales in the USA, and stiff competition from the Chinese in Europe. It’s worth noting that the Dearborn-based brand is developing an affordable electric car that is due in 2026. As for mainstream models, we expect newcomers like the Europe-only Capri and Explorer EV will provide customers with more exciting mainstream options. The only fear that an ambitious vision such as this creates is best summed up in a question: will the Blue Oval still have worthwhile options for the blue-collar buyer, or will future Ford fans have to spend big to drive something fun?
Source:
CAR Magazine
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