Ford Performance will become Ford Racing, a return of sorts to the motorsport sub-brand’s roots. Will Ford, GM of Ford Racing has declared the rebrand as “a promise” rather than a “marketing exercise”. His mission with this move is to bridge the gap between the racetrack and road.
Under Ford Racing, the company’s designers and engineers will co-develop racecars alongside their street legal equivalents. For example, the next F-150 Raptor will incorporate technology from Ford’s Baja 1000 attempt as the next Mustang will take inspiration from the brand’s outings at Daytona and Le Mans. Ford declares it a “direct line from the track to your driveway”, a mantra that will take hold when the rebrand is officially complete in January.
Ford Racing will officially debut at the Dakar Rally, Daytona Rolex 24 and Ford’s own launch event in January next year. Not to forget the brand’s return to Formula 1 next year, WRC as well as our very own Supercars Championship.
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Words by Matthew D’Souza, media courtesy of Ford Global.
