Ford CEO Jim Farley has made it clear that the company is moving away from producing 'boring' vehicles, focusing instead on SUVs, trucks, and performance vehicles. Farley stated that Ford will no longer produce commodity products like the Ford Edge and Ford Escape, emphasizing a shift towards 'passion brands' like the Mustang and Bronco. He also reiterated Ford's commitment to producing V8-powered vehicles for as long as possible.
Jim Farley , the CEO of The Ford Motor Company, said back in January of 2024 that Ford was done rolling "boring products" off the assembly line, declaring "we don't make commodity products."
Later in October of the same year, Farley doubled down, saying Ford was "getting out of the boring-car business and into the iconic-vehicle business" with products that are both profitable and designed with passion, per the outlet.reported. “Rule No. 1 at Ford: no boring products. Our industry is in the midst of a disruption. But one thing remains true: Great products always win.”
Ford Authority reported that Farley specifically named the Ford Edge and Ford Escape when speaking about pursuing "passion brands" two years ago, adding that it has long been rumored that Ford will end production of the Escape. "We’re not going to have commodity products like Edges and Escapes. Mustangs and Broncos. Good stuff," Farley said, per the outlet.“Ford wants to be the No. 1 undisputed off-road brand in the world," Farley explained to the publication.the Blue Oval has made major changes to its product strategy since it ended production of passenger cars to focus the business on trucks, SUVs, crossovers and performance vehicles.
Ford Vice President Jim Baumbick supported Farley's vision, telling Automotive News that the company wasn't "trying to make toasters on wheels."
FORD CEO Jim Farley Product Strategy Suvs Trucks Performance Vehicles V8 Engines
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