Ford CEO calls Dark Horse a sub-brand, possibly hinting at the future

Ford held its second-quarter earnings call nearly a month ago, but one interesting detail seemed to have been overlooked: Ford CEO Jim Farley referred to Dark Horse as a sub-brand during his opening remarks.

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Specifically, the executive said, “We … took our portfolio from too many generic vehicles and infused it with passion and purpose. We created the iconic F-Series and Transit lines, as well as passion vehicles like Mustang and the new Bronco line, and sub-brands like Raptor, Tremor and Dark Horse.”

MORE: Ford woos dealers with four-door and off-road Bronco models

This is interesting because we’ve only seen one mainstream Dark Horse so far. That’s the Mustang Dark Horse coupe, which starts at $68,275. While the company also offers the Dark Horse R race car, a true sub-brand would probably need to encompass more.

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This could indicate a convertible is in the works, and that seems likely, as dealers reportedly saw a high-performance convertible with a V8 engine and a manual transmission. At the time, we speculated that it could be a Dark Horse variant, although Automotive News, which broke the news, described it as a GT350 or GT500 without the Shelby badge.

The same report also mentions a Mustang four-door coupe called the Mach-4. This model may also be available in a Dark Horse model.

While only time will tell what Ford has planned, the Raptor sub-brand includes the Bronco Raptor, Ranger Raptor, and F-150 Raptor. Likewise, with the Maverick and F-150 Tremors, we wouldn’t be surprised to see the Ranger Tremor return to the US.

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