mobile-menu-icon
Ford Authority

Ford CEO Jim Farley, Execs Double Down On ‘No Boring Cars’ Mantra

Back in January 2024, Ford CEO Jim Farley declared that The Blue Oval wasn’t going to be making “boring products” moving forward, even going so far as to declare that “we don’t make commodity products.” A few months later, in October, Farley doubled down on that statement, noting that the automaker was “getting out of the boring-car business and into the iconic-vehicle business,” and instead, he planned to focus on passion products that also drive sales and profit. Now, the top Ford executive has once again repeated that decree, this time, while speaking at the Detroit Auto Show.

A front three quarters view of the 2025 Ford Bronco Big Bend with Matte Clear Film.

“We do not make shampoo,” Farley said during a presentation at the annual event, according to Automotive News. “Rule No. 1 at Ford: no boring products. Our industry is in the midst of a disruption. But one thing remains true: Great products always win.” “We’re not trying to make toasters on wheels,” added Jim Baumbick, Ford’s vice president of advanced product development. “We’re not trying to make just commodity products. It’s all about emotion.”

With the Ford Edge already canceled in North America, rumors have swirled pertaining to the potential demise of other products that Farley might consider to be “boring,” or at least, more commodity products than passion products. That list is led by the Ford Escape at the moment, which has long been rumored to be on the chopping block. A couple of years ago, Farley stated that “we’re going to have passion brands; we’re not going to have commodity products like Edges and Escapes. Mustangs and Broncos…good stuff.” However, last February, Farley also praised the Escape, too.

Meanwhile, Ford reportedly showed off a variety of Ford Mustang variants to dealers last year, which included a sedan and off-road focused model, which could help the automaker continue to expand its lineup of “passion products” – not to mention add to the iconic pony car’s legacy.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates. It's totally free.

Comments

  1. Yet more brain-dead nonsense.

    Reply
  2. After reading this, Lincoln is in trouble because the complete current brand is boring.

    Reply
  3. With that, the entire Lincoln brand fits “Boring”

    Reply
  4. Unfortunately, boring is what most drivers prefer. Exciting is also a moving target. I know what I find exciting, and it doesn’t involve an SUV platform. The physics will never be optimal with a high riding platform not matter what is done. But that’s me…I still actually really enjoy good handling and braking and by the way, when these are optimal, safety margins also increase.

    Reply
  5. How can he say that and broadcast cars so boring in Europe, the new Explorer and the Capri are so …. Volkswagen and therefore boring. Not having offered a beautiful sedan with character or SUVs like Evos in China.

    Reply
  6. Trucks are boring…

    Reply
  7. The majority of people want to get from Point A to Point B with little to no fanfare and have no passion for the vehicle they drive. If Ford only concentrates on passion products, they will miss 90% of the market. Ford has to walk (boring products) and chew gum (exciting!) at the same time.

    Reply
  8. As a long-term Ford stock holder commodity products sell. Plain and simple. How Ford mismanaged the Fusion, for example is shameful. Millions sold, and great resale for the Hybrids.

    Ford is spending far too much money on recalls. Those funds should be going to advertising. The fact that the Mustang sold less than 50k Mustangs last year is an embarrassment.

    What good it it to have an icon if you don’t sell them?

    Reply
  9. No more boring car and more importantly No more affordable car

    Reply
  10. I have had a number of cars during six full decades of driving: always a Ford but a variety of second cars including three Honda coupes, a Toyota Cressida, and a Jaguar Mark 2. Interesting, attractive and good-handling vehicles and not boring. I love my Fusion and wish I could buy a new one.

    Reply
    1. I am totally with you Doug. I have a 2020 Ford Fusion & a 2016 Fiesta. Both great cars, that have been reliable and efficient, while also good looking, fun to drive & affordable. I wish I could buy new versions in the future. But, sadly, will probably have to buy a Honda or Toyota next time instead.

      Reply
  11. To all the die-hard Ford fanboys yelling at me because I’m not praising the stupid decisions that Ford has made for 10 years, take note. Several media sources are saying today that Ford’s 2024 financial results are hiding the fact that it’s half down the toilet and still sliding deeper in. Told ya so.

    Reply
  12. Escape is a good car. To make it exiting offer them in colors from the Mustang’s pallet, and prohibit those colors for rental and corporate fleets. I also think Farley is thinking of adding “exciting” trim packages to the models- Escape Raptors for instance; Transit Dark Horse?

    Reply
  13. There’s no reason why they can’t do both! Plain and simple!

    Reply
  14. leave out the word boring, and you have the corporate direction. Its a pity as my 3 children, now car buying adults will likely go elsewhere after driving Taurus and Fusions for years.
    Killing the Fusion was a huge mistake…. letting the Edge evaporate was another major miscalculation. Only thing left is a Mustang, not exactly an entry level car with utility.

    Reply
  15. Ford is forgetting who brought them to the dance.

    Reply
  16. Good only if you want to be a niche manufacturer. That has never been Ford.

    Reply
  17. I have a passion for a quality product that doesn’t get recalled. Let’s start there, Jim.

    Reply
  18. Farley is BORING. Over priced Trucks and SUVs. That’s all he offers. Get Farley out of there. He’s taking Ford down the drain with him.

    Reply
  19. Farley blew the corporate wad on the EV scam !
    Now he is trying to talk his way out of it, and look like he is on top of things!
    Kiled off the Edge, one of the best sellers, for EV’s, which are now not selling, so he tries to make a comeback with talk like this.
    He needs to go down the road, to many mistakes and instead of seeing the market for what it is and what people want, he went down the road of what he wanted, and now this has turned into a big money pit that has cost Ford billions!

    Reply
  20. Mr. Farley as well as Ms. Barra over at GM needs to be fired. Both companies bought the woke green propaganda. Both companies now suffer from not investing in what people need and want. Most new vehicles are boring, that’s life. A Honda CRV is very boring but is a top seller. Honestly the new S650 Mustang is boring. I have one because I like Mustangs and have had a number of them. They don’t sell because colors are boring, no specialty packages, poor advertising, and too many recalls. Yes, I paid over $65K for just a common GT. Next time, I will cross shop, sorry Mr. Farley!

    Reply
  21. So where do we go to buy boring vehicles?

    We are long time Edge and Escape lease customers. I guess I’ll buy my Edge when it comes off its three year lease……maybe another manufacturer will have something for me in a larger two row SUV?

    Reply
  22. Where are customers that love the Edge and Escape leases?

    I’m on my third Edge and my wife is on her fourth Escape. Not sure where we will turn in search of boring two row SUV’s?

    Keep the Escape and bring back the Edge Mr. Farley.

    Reply
  23. I have a F250; it’s not exciting, but it’s a tool I have to have. I have a 2019 Mustang GT PP2; It’s exciting, but it’s just a toy. I have a 2015 Edge with a V6 and AWD; It’s not exciting, but it is the most useful and most used vehicle I have. I can’t understand why Ford would drop a top selling and top rated vehicle like the Edge without a replacement. Not too many exciting Ferrari’s at the grocery or hardware store. It’s getting close time to trade. I was hoping for a new Edge (it’s been such a good car), but now the closest I can find is a boring new Honda Passport, or Pilot.

    Reply
  24. How about Ford start having a ‘No Jim Farley’ mantra, as well?!?

    Reply
  25. So, the Taurus will get a V8 5.0L Coyote engine and have a small center console, LESS tech, the dimensions of the 1992 Taurus, with the extra drive sun-visor.
    Don’t need a screen, apple play, google play, maps. simple radio, climate controls, buttons and knobs, and a simple cell phone input.
    New Crown Vic, should be based on the last generation that law enforcement loved. A ladder frame, A REAL POLICE INTERCEPTOR ENGINE!, Not a Focus interceptor!!
    Officers need more room in the driver’s seat!
    NOT ANOTHER ECOBUST PIECE OF CRAP!
    CAPRI IS ANOTHER BORING SUV, SHOULD BE A SISTER TO THE MUSTANG OR EVEN JUST A 2 SEATER HOT HATCH!
    A cougar close to the size and style of the 1967 model.
    Same with the Gran Torino both with V8’s.
    Designers need to go to the Ford museum and see what worked!!
    ASK Retired police officers what was so good about the last gen Crown Vic?!?
    If you look at all the SUVs etc., they all look like the Shoe Box Ford from the 1950.
    Also if you want your past loyal customers back give them a
    ” know hassle no charge 100,000 mile bumper to bumper warranty”!
    FIX YOUR GODD@MN QUALITY ISSUES!!

    Reply
  26. Yes, be just like Rivian with a balance sheet to match. Brilliant. Farley is a moron.

    Reply
  27. FORD NEEDS TO BRING BACK SEDANS AND SMALL VEHICLES LIKE THE ESCORT, FUSION, TAURUS. BRING THE EDGE AND REBAGE THE MAVERICK AS A RANCHO. STOP KILLING FORD. BRING BACK THE LINCOLN LS, TOWN CARS, AND THE CONTINENTAL. FARLY NEEDS TO STOP THIS. I BET I COULD WAY BETTER THAN FARLY AS THE CEO.

    Reply
  28. I thought this was really interesting. Customers decide what powertrain they want. Looking only at the US market is dangerous, and Ford needs to be match fit globally, not just today, but for 5, 10 and 20 years time. Large EVs dont make sense; there is a roadmap for smaller more affordable cars which could well be electric, and if they get this right they wont be boring either. The Chinese brands are very quick to adapt and are all in on electric, and Ford can’t ignore that, becuase consumers will continue to move towards electric. I wouldn’t want to be a CEO of a car company now navigating the politcial landscape in 2025, but I do hope that Musk and Trump understand the long term consequences of their policies. They need to do the right thing to give American companies a strategic edge over the next 10 years (one and a half model cycles). The worst case would be that they focus on ICE engines and global demand moves closer to BEV (as it will), leaving the legacy brands with product lines and powertrains that is out of touch with consumer demand in 2035. It’s pretty tough out there for the legacy brands, and isnt getting easier. Political footballing over BEV isnt going to help domestic brands prosper. It just f**ks their product planning.

    Reply

Leave a comment

Cancel