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.
“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.
Closing the week at $11.47 per share.
Interest-free financing and more on midsize luxury crossover.
Another nice example of the discontinued model.
Currently, Ford doesn't recommend doing that.
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Yet more brain-dead nonsense.
After reading this, Lincoln is in trouble because the complete current brand is boring.
With that, the entire Lincoln brand fits "Boring"
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.
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.
Trucks are boring...
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.
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?
No more boring car and more importantly No more affordable car
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.
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.