In 2021, Ford CEO Jim Farley made a bold statement along the lines of – We’re not going to make the boring cars anymore; we don’t want to make commodities. It was a declaration that signaled a major shift for the Blue Oval. Although even then, having recently killed the 6-speed ST & RS hot-hatchbacks (while introducing the Mach E), it felt like Ford was talking out of both sides of its mouth. But now 3 years later, Farley has sharpened his vision, once again reemphasizing, “We’re getting out of the boring-car business and into the iconic-vehicle business.”
Ford Raptor lineup…
One look at Ford’s evolving Raptor lineup and it’s easy to see the philosophy in action. These are modern-day icons. The Raptor series has not only been wildly popular, but also highly profitable. It captures the same magic that the old SVT (Special Vehicle Team) vehicles once delivered. Ford has essentially rebottled a high-performance, enthusiast-first approach… and applied it to a lineup of rugged & fast 4x4s. And by loosening the leash & embracing a bolder, more performance/passion-driven approach… Ford has redefined their image & sparked new emotions around their vehicles. The Raptor series is absolutely a testament to the ‘anti-boring car’ statement.
Ford Bronco…
The resurrected Bronco (read review) is a success story & a modern Ford icon. What’s more – it shows there is still a healthy market/demand for true lifestyle-enriching vehicles. Something capable of creating moments, rather than stealing them. Even the smaller Bronco Sport (read review) is a notable step towards a ‘no boring cars’ approach. Sure, it will always live in the full-size Bronco’s shadows. But on its own merit, the Bronco Sport is a move away from sanitized, shapeless, lifeless crossovers.
Ford Maverick…
Ford saw the void & took a chance on reintroducing a endearing, compact truck… when the rest of the American market had no interest. Furthermore, they gave it an almost-indescribable design appeal that drew-in customers & curiosity. The Maverick (read review) is the keep it simple answer a lot of people were looking for, especially when modern trucks are ever-increasing in price, size, features, and unnecessary complications.
Ford Mustang…
In the modern era of wet-blanket emissions compliance, GM has killed-off the Camaro (again). And Dodge has unfathomably castrated its own Charger/Challenger (and thus the identity of the entire brand) with electrification & fake engine sounds. Meanwhile – Ford remains true to the legacy & emotion of the American V8 muscle/pony car. Ford’s even 1-upped themselves by creating the Dark Horse (read review) & GTD. The competition has retreated with their tails tucked, and Ford has advanced with their heads high. And when you take that into consideration, even the electric crossover abomination known as the Mach E seems arguably/slightly more tolerable.
But not every step has been a win for Ford…
For example, you have to wonder how continued generations of the ST/RS hatchbacks would’ve played-out to strengthen Ford’s enthusiast image… not only in the US but across the globe. The world sure could use an injection of fun, versatile, economical, tunable hot-hatchbacks right about now. And not everyone is willing and/or able to pony up (pun intended) the dough for $60,000 Mustangs and $90,000 trucks with high interest rates.
A 2nd more critical Ford misstep…
Ford became way too fixated on EVs & Tesla. They misread the room, and forced a product to the point of irritation & tremendous push-back. Furthermore, they lost billions, struggled with recalls, strengthened China’s position in the auto industry, and damaged relationships with their own dealer network.
Hopefully lessons were learned & perspectives were gained. Because right now, Ford is making strong moves in the ‘iconic vehicle business’.
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