Ford CEO says some fun toys coming -- wants Ford to be "the Porsche of off-road."

[Way2Fast]

https://www.thedrive.com/news/ford-ceo-jim-farley-says-rule-no-1-is-no-boring-products

“Rule No. 1 at Ford: no boring products,” Farley told Automotive News at the event. “We do not make shampoo.”

Ford drastically changed its product strategy years ago when it axed its passenger car portfolio from the North American market, focusing purely on crossovers, SUVs, trucks, and performance vehicles. We’ve seen some truly cool stuff come out of Dearborn since then, though there’s always been a lingering feeling they’re underserving a sector of the automotive industry—but that’s another story for another time.

During last year’s Rolex 24, Ford Performance boss Jay Ward told me that the Blue Oval had spent some time “learning from other brands,” specifically Porsche with the 911. The comment was made about the 911’s various trims and levels offered to suit different tastes and budgets, adding that nothing was stopping Ford from doing something similar. Now, Farley is referencing the Stuttgart automaker once more, but in a slightly different way.

“Ford wants to be the No. 1 undisputed off-road brand in the world,” Farley told AN. “We want to be the Porsche of off-road.”

I recently drove a Ford Ranger Raptor—which we named The Drive‘s Best Truck of 2024—and its handling capabilities blew me away. I’m not saying it’s directly compared to, say, a Porsche 911 Dakar, but I can see where Farley is going with this. I’ve also done some high-speed off-roading in a Bronco Raptor and it’s a serious, serious machine.

Farley’s comment has less to do with making its performance products drive like a Porsche and more with making Ford the go-to brand for folks who desire a high-performance off-road vehicle. Y’know, just like Porsche is the go-to brand for sports car enthusiasts.

According to the report, Ford’s off-road-inspired vehicles accounted for 20% of its approximately 2 million sales in 2024. In case you’re not great at math, that’s roughly 400,000 units. Jim Baumbick, Ford’s vice president of advanced product development has taken notice and backed Farley in his quest to avoid boring cars.

“We’re not trying to make toasters on wheels,” Baumbick told AN. “We’re not trying to make just commodity products. It’s all about emotion.”

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[Area51BS]

Pricing might halt those plans. Even the Maverick, which I have and like has become a way over priced vehicle. Time to fix price and quality. Neither are what they should be.

 

[ChrisB351]

**Laughs in Porsche Dakar**

Granted thats 300k but Ford will never compete.. If they do theyre just pricing the majority of their customers out of the market.

 

[Techun]

Pricing might halt those plans. Even the Maverick, which I have and like has become a way over priced vehicle. Time to fix price and quality. Neither are what they should be.

What's a similar comparison to the Maverick that's cheaper?

 

[BearPatrol]

"Ford CEO Jim Farley Says Rule No. 1 Is ‘No Boring Products"

So no more gray colors?

 

[Rydfree]

"Ford CEO Jim Farley Says Rule No. 1 Is ‘No Boring Products"

So no more gray colors?

Shouldn't Rule #1 be Build a Quality Product ?

 

[burgerking]

Does "no boring products" mean stick shifts for all the raptors?

 

[Area51BS]

What's a similar comparison to the Maverick that's cheaper?

F150

 

[STC Bronco]

Shouldn't Rule #1 be Build a Quality Product ?

How many of us remember Ford’s commercial slogan from the 80s and 90s: “Quality is Job 1”? Yes, we still remember it, although we never fully believed it, did we?

 

[Montana Bronco]

F150

No way. According to Build & Price the lowest MSRP of both models puts the Maverick $15,000 less than an F-150.

 

[RallyGorgo]

 

[Glade Runner]

**Laughs in Porsche Dakar**

Granted thats 300k but Ford will never compete.. If they do theyre just pricing the majority of their customers out of the market.

The majority of customers have already been priced out of the market.

 

[Doc TOC]

I want you to look at this shiny penny. Isn't it pretty? No, ignore what you want. Look at the pretty, shiny penny.

Rule #2 of advertising. If you can't speak to what they want, then distract them with something you want them to want.

 

[MadMan4BamaNATL]

https://www.thedrive.com/news/ford-...oring-fords-refined-rivian-epic-santa-fe-test

Well, I love the idea and all, but seriously? Ford can’t be serious, not with all the gray paint as someone pointed out and not with the current Ford customer.

Sure, all F-150s should be Raptors, but he literally just went heavy EV, so where’s the fun in that? There isn’t. Even Dodge just made a “muscle car” EV. Sure it won’t sell much, but they tried. Ford made a Mustang crossover EV, = Boring.

Company needs to decide what it wants to be. Middle aged pickup truck drivers aren’t all looking for fun.

Make quality products, stop cutting corners on parts and materials while raising prices for hardly nothing, give fun colors, extend your warranty another year and 12K miles. Do these things that actually matter and then, then we can talk about building more fun cars and no more boring trucks.

Bronco is fun, but should have come with FOX and the FP rack from the start. This is just an example of the issue and potential fix. Do more of making the right decisions and Ford will soar.

Also, you literally just entered Formula One as an engine maker; those are race cars and Ford only makes 1 car, sure it’s a Mustang, but that doesn’t scream F1, it screams NASCAR. Make the connection for me?

 

[Valhalla]

I work in automotive paint. The gray was a paint fad that hit and everyone dove in because it sold. We currently offer 3 grays and 2 silvers...

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