Farley Says Modern Ford Is ‘Bronco Sport Vs. RAV4’

Ford’s decision to kill off its entire passenger car lineup – save for the Ford Mustang – in the U.S. years ago is one that was initially met with plenty of shock and criticism, but ultimately, it’s also one that has paid off for The Blue Oval, as YouTuber Doug DeMuro recently pointed out. That reaction drew praise from current Ford CEO Jim Farley, who has long touted the benefits of exiting declining segments and focusing on the ones that are instead gaining market share, too. Recently, Farley reiterated that notion by declaring that today’s automotive market looks quite a bit different than it did a few years ago while speaking during the automaker’s Q4 2023 earnings call with investors.

“We don’t have Focus. We don’t have Fusion. We don’t have EcoSport. We changed the company. It’s Bronco Sport versus RAV4. That’s Ford,” Farley said, following up some comments related to Toyota in general and how the two automakers stack up globally. Of course, Ford still sells the Focus in Europe, but in the U.S., The Blue Oval has clearly moved on and is instead focused on crossovers, SUVs, and pickups.

The Ford Bronco Sport represents a more rugged, off-road capable option compared to the mainstream Ford Escape with which it shares a platform, and that formula has thus far resonated with buyers. In fact, in Q4 2023, the Bronco Sport enjoyed a 59 percent sales increase after moving 37,355 units, but still trails the segment-leading RAV4, which posted sales of 132,112 units in that same time period – good enough for a 19 percent market share.

Meanwhile, Farley – who used to work for Toyota before coming to The Blue Oval – recently noted that in terms of the refreshed 2024 Ford F-150, the automaker is benchmarking the Tundra in terms of initial quality. When it comes to conquesting owners from that particular brand, the Ford Maverick has also done an admirable job in that regard, as the RAV4 – a vehicle that it doesn’t even directly compete with – has historically been one of its biggest conquests.

We’ll have more on Ford’s strategy soon, so be sure and subscribe to Ford Authority for comprehensive Ford news coverage.