Ford shifts into high gear: CEO talks racing, performance vehicles
Ford (F) CEO Jim Farley sits down with Yahoo Finance senior autos reporter Pras Subramanian at the Charlotte Motor Speedway to talk about the automaker's expanding presence in the performance vehicle market. "People really love not just off-road products, but enthusiast off-road products," Farley tells Yahoo Finance, adding, "These brands, this business is a vital part of our revenue, our profit, but also our brand image." He emphasizes, "We really believe Ford, when it's at its best, is a great commercial brand and a great enthusiast product brand." Farley anticipates growth in the performance sector as Ford continues to invest heavily in off-road racing. "It allows us to bring technology into products people can buy," he explains. "We have an indigenous sport in our industry called racing, and we're lucky to have it." The auto chief executive notes the momentum of performance vehicles drives broader sales among the company's other automobile products. Due to this, Ford does not look at racing as "a marketing cost" but instead as "an advanced product development and also technology transfer," to take what is made for racing and make it into a product that consumers can actually take on the road. Catch the first half of Pras Subramanian's interview with Ford CEO Jim Farley, where he talks more about the brand's electric vehicle portfolio and comments on the coming tariffs from President Trump. Ford is expected to report fourth quarter earnings results after the market close this Wednesday, February 5. To watch more expert insights and analysis on the latest market action, check out more Market Domination Overtime here. This post was written by Angel Smith
