Ford says it’s done making boring cars, now it’s into

Jim Farley says enthusiast products will no longer be just a ‘sideline’ for Ford

A few years ago, Akio Toyoda said Toyota would stop selling the cars it had become synonymous with “boring” cars, and it’s done just that thanks to the launch of several compelling new vehicles. Ford CEO Jim Farley wants to do the same.

Farley recently visited Europe to unveil the all-electric Explorer and believes the brand can replicate the success of its Raptor model in future passenger cars, ditching some of its more mundane models.

READ: Ford CEO hints at RHD Bronco coming to Europe and Australia

“We’re getting out of the boring car business and into the iconic car business,” Farley told Automobile Magazine in a recent interview. “We have been competing in the core of the passenger car market and the Mondeo, Focus and Fiesta have not performed well. They are loved by many customers but, unlike commercial vehicles, they will never be able to justify greater capital allocation.”

The automaker is moving away from offering vehicles that cater to all consumers and moving slightly upscale, introducing more “carefully positioned vehicles.”

“We’re naturally good at fast Fords and Mustangs and real off-roaders,” Farley added. “Ford’s brand perception is the same around the world: We’re a company that’s everywhere. But we have these little highlights: We have heritage centers around the world filled with these (great) vehicles, But they were never mainstream. Take the Raptor: it originated as a desert racer in Mexico, and the Raptor story is a great example of where we think our passenger cars should go.”

With Farley at the helm, Ford refocused on enthusiast products like the Mustang, Raptor and Bronco. The automaker has also invested millions in motorsport, becoming a Formula 1 engine supplier and recently returned to Le Mans with the Mustang.

“Ford has never funded enthusiast products—they’ve always been a sideline. Now with the Bronco, Raptor and Bronco, they’re our business,” he noted.

Farley is also responsible for formulating the best path to electrification for the brand. He acknowledged that Tesla and Chinese automakers, its main competitors in the electric vehicle business, need to decide whether future vehicle platforms will be purely electric or support different propulsion systems.

Developing the best strategy for global markets is not easy. Even within the United States, customer needs vary widely from state to state. For example, Farley said 85% of F-150 sales in California are hybrid or electric models, while in Texas 85% of F-150 sales are internal combustion engine models.