Ford Motor Company is making a significant change to its motorsports division by rebranding it as Ford Racing. This announcement came from Will Ford, the great-grandson of the company’s founder, Henry Ford, in a message to employees.
Previously known as Ford Performance, the new branding acknowledges the company’s deep roots in racing, dating back to 1901 when Henry Ford won a race with his car called “Sweepstakes.” This victory was a pivotal moment that led to the establishment of Ford Motor Company just two years later.
Will Ford emphasized that this is more than just a name change. It’s about redefining how the brand approaches business and products related to racing. The updated logo features the iconic Ford name in white within a blue oval, with the word “RACING” prominently displayed in bold blue beneath it.
The rebranding aims to connect Ford’s performance vehicles with its racing efforts. Will Ford mentioned that this would enable their skilled engineers and designers to create innovative solutions that benefit both their racing cars and everyday vehicles. He highlighted that lessons learned from demanding races, including desert competitions, directly inform the development of their off-road models like the F-150 Raptor.
The first Ford Racing production vehicle will be unveiled in January, coinciding with the launch of Ford’s racing season. The new branding will debut at major events such as the Dakar and Daytona races.
Will Ford expressed confidence in Ford Racing’s future, stating that the brand will strive to compete at the highest levels of motorsport around the world. He reiterated Ford’s commitment to victory, asserting, “After all, we are America’s race team!”
Mark Rushbrook, the global director, reinforced the importance of the rebrand in connecting personal vehicles with racing technology. He noted that the insights gained from racing will be integrated into the products available to customers, fostering a stronger link between the excitement of motorsports and everyday driving experiences.
In summary, Ford Racing is not just a new name; it represents a renewed commitment to excellence in both the racing and consumer vehicle markets, ensuring that Ford remains a prominent name in motorsports and among car enthusiasts everywhere.
