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Ford Sets Its Ambitions to Become the Performance King of the Off-Roading World

Dearborn wants to become the “Porsche of off-roading.”

White off-road vehicle with black and yellow topographic pattern decal and neon yellow wheel rim driving on dirt.Ford
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By Chris Chin

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Ford is apparently really setting its ambitions high for its new vehicle strategy. In some new developments, Dearborn’s looking to amp up its reputation in the off-roading space with the ultimate goal of becoming the end-all-be-all.

According to reports, citing interviews with some executives, including CEO Jim Farley, the carmaker is looking to reinject some bigtime excitement into its near-future lineup. But more so, Farley now wants to transform Ford into the ultimate performance off-roading brand.

However, it is at a considerable expense.

Seeking to become the “Porsche of off-roading”

White off-road SUV kicking up dust on a rocky dirt trail under a cloudy sky.
Ford wants to double-down on its off-roading performance enthusiast ambitions.
Ford

Over the past couple of years, Ford’s been in a bit of pickle after dialing back its aggressive electrification strategy. Not only did the electrification rollback cost the company huge sums of investment capital.

It’s cast a major shadow over the brand’s financial future and sustainability. Since then, the product planners at Dearborn have been trying to figure out their best path forward.

At the 2025 Detroit Auto Show, Farley boldly declared that he no longer wants Ford to be seen as “boring.” But rather, he wants Ford to be a purveyor of fun and exciting cars.

Blue Red Bull rally car kicking up dirt on a forest trail during a race.
Ford has one of the most prestigious records in motorsports heritage, so it’s not as bold of a claim as one thinks.
Ford Racing

Since then, it’s led to the introduction of the Mustang GTD and RTR, the Mustang Mach-E Rally and even the Maverick Lobo, just to name a very select few. Now, Farley wants to push outside of the envelope even more by transforming the automaker into being the “Porsche of off-roading.”

A bold claim indeed. But if one takes a few steps back and considers Ford’s motorsports heritage, it may not be that far-fetched.

The Blue Oval is one of the most prevalant automakers in racing. From NASCAR, to regional touring car champinships, to IMSA and even Formula One. Ford even has some serious history in the iconic World Rally Championship.

White Ford Raptor truck with headlights on parked on rough terrain at sunset.
Ford’s F-150 Raptor and its variants prove that they know how to make fast off-roaders.
Ford

So, it’s no mystery that Ford knows how to make fast and fun cars. Today, Dearborn gives us some gnarly off-roading beasts. Such examples include the Bronco RTR, the F-150 Raptor, the Ranger Raptor and all the additional variants.

The company went even further, giving some all-terrain capabilities to its Explorer and Expedition in the form of the Tremor models. Altogether, its ambitious plans may not seem so ambitious. But it does come at a cost.

What about Ford’s plan to offer affordable vehicles?

Blue Ford Bronco off-road vehicle front with black grille guard on dirt trail surrounded by green foliage.
The treatment’s even ported over to its smaller, more urban-friendly Bronco Sport.
Ford

And that’s wherein lies Ford’s predicament. Analysts know Dearborn can happily pump out fun cars aimed at enthusiasts while charging a premium for them.

Apparently, they make more money doing so. Rather than selling more plain-Jane automobiles at mass volumes, then later discounting them due to overwhelming inventory and not enough demand.

Blue Ford Raptor pickup truck driving on dusty desert terrain with rocky hills in the background.
But is Ford’s new focus on enthusiasts off-roaders going to clash with its promise to build more affordable vehicles?
Ford

The plan has other analysts wondering if this path is sustainable for Ford. Especially since the buying public overwhelmingly expressed desires for more affordable vehicles.

With Ford zagging while others are zigging, some are wondering if Ford’s ignoring its pledge to offer cheaper vehicles during these economically trying times. Particularly, when its Detroit rivals, GM and Stellantis, are maintaining its range of cheaper automobiles.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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