Since taking over the helm of Ford Motor Company a few years ago, CEO Jim Farley has made it quite clear that he isn’t a fan of commodity products, or just basic models that offer little in the way of excitement. Rather, he prefers to focus on the company’s “icons,” or both ICE and EV models he considers “passion brands,” including the Ford Bronco, Ford Mustang, and even the European Puma and Ford Maverick. While speaking during the automaker’s 2024 motorsports season launch event last night, Farley reiterated this sentiment while noting that what he considers “boring” vehicles are going away, too.
“There are a lot of car companies, but what is going to make Ford different? And for me it’s very simple: we don’t make commodity products,” Farley said. “We make products for people who work, and work with their hands, and we make passion products like Bronco and Mustang. And that’s what we do at Ford, and when we’ve gotten away from that formula, it hasn’t worked out. We want Ford to be a powerhouse when it comes to passion products and work products. No more boring products, and that’s what this night is all about.”
It’s obviously unclear which specific models Farley is talking about here, but he has mentioned two in the past – the Ford Escape and Ford Edge. Roughly a year ago, Farley said that The Blue Oval won’t be making and selling ICE-powered two-row crossovers in the future, as that segment hasn’t proven profitable in the past.
We already know that the Ford Edge is facing discontinuation after the current model year – with production slated to end in March – after which the Oakville Assembly plant that builds it will be retooled to produce all-electric versions of the Ford Explorer and Lincoln Aviator starting in 2025. Back in June 2022, Farley also indirectly hinted that the Escape is facing discontinuation as well, though it may be replaced by a new all-electric model.