Ford CEO Jim Farley has made it clear that the automaker is shifting its focus away from building “boring” vehicles and instead focusing on models that deliver performance and excitement on or off the road. His latest ambition for Ford is to become the “Porsche of off-road,” a bold vision for the company to dominate the off-road vehicle market. This direction aligns with Ford’s recent success in the off-road space, with models like the F-150, Bronco, and Ranger Raptor all contributing significantly to sales.

Off-road vehicles currently make up around 20% of Ford’s 2024 sales, and the company has big plans to expand its offerings. The company’s future lineup will include additional off-road-focused models, including a potential expansion of the Tremor line to more of its SUV and crossover options. This expansion demonstrates Ford’s commitment to meeting the growing demand for high-performance vehicles that can handle rough terrains with ease.

Ford is also making strides in the off-road racing world, with notable performances at events like the King of the Hammers and Dakar Rally. The company views motorsports as a vital part of product development, using it as a testing ground to improve off-road capabilities and integrate those learnings into future vehicles. This strategy is already bearing fruit, with Ford aiming to apply insights from racing to enhance its off-road vehicles’ performance.

Lastly, Ford’s Raptor program is expected to influence future products, with the automaker already showcasing an off-road-focused version of the Mustang to dealers. While a Mustang Raptor may not be on the immediate horizon, the Raptor’s off-road legacy is likely to play a significant role in shaping Ford’s future off-road offerings, ensuring the brand stays at the forefront of the off-road vehicle market.