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Ford Performance: Developing the Product Experience
Rashad Anderson
School of Business, Liberty University
The Product Plan
Defining the organizations product plan should be a bottom-line-up-front approach, as
this provides the target audience a clear narrative. This plan will efficiently present aspects of
Ford Performance’s new initiative as an “Innovative American Driving Experience”, highlighting
the organization’s research and development initiatives, product tangibles, performance quality,
innovative features, outlandish style, and product support. Subsequently, the strategically
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balanced product line will be carefully catered to each target audience as indicated from in-
depth market research. For example, the Mustang GTD may not have the same target audience
as the Raptor, these products have different applications, price points, and attributes. Focusing
it product plan on a mix of high-performance vehicles, off-road excellence, genuine
performance parts and its growing motorsports division (Ford Racing), the organization has a
small yet distinct lineup. Additionally, the product lifecycle is strategic and is carefully catered
via market analysis, target market trends, and potential for growth.
Product Lifecycle
The current status of the organization’s product lineup is introduction as the new
products were introduced in fall 2025, and re-branded as Ford Racing (Ford, Will GM Ford
Racing , 2025). This is a monumental effort in the Ford Motor Company as Ford Racing will
introduce changes such as new logos, sponsors, and identities. Moreover, this
re-branding/introduction phase of the product presents a new narrative for the organization.
With its focus on racing history, core mission, and organizational roots, the narrative reminds its
target audience Ford Racing’s true passion. Now focusing on brand awareness is a crucial
initiative for the marketing management team due to entering an already established
competition. Investing the time and dedication to brand building is key (Salesforce , 2024).
Subsequently, building brand equity is now at the forefront of the organization.
Brand Equity & Decisions
Building branding is a constant task for marketing managers, Ford Racing’s rebranding
initiative is built from brand loyalty. However, when entering a new target market, amplifying
the brand’s awareness is foremost. Awareness will be the building block of intensifying the
organization’s narrative in the new target market. Additionally, decisions such a family branding
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technique could build upon the brand association and how the target audience perceives Ford
Racing. Analysis of consumer and marketing requirements is carefully considered when
amplifying the origination’s narrative. Such as, considering the new target audience’s attitudes,
values, and beliefs. These attributes may not be the same across previous branding initiatives
and target markets. The most notable recent decision was Ford Racing’s integration into F1 and
Le Mans motorsport programs. These initiatives provide the brand awareness while being
introduced into their now target market.
The Customer Initiative
Customer loyalty is of great importance to Ford Performance and the organization has
excellent fan/enthusiast-based programs in place. Ford’s Mustang Fan Cub is a prime example of
a customer loyal program, promoting retention. This program not only gathers enthusiasts, but
its benefits include; giveaways, discounts on merchandise, aftermarket retailer discounts and
events, and even discounts on new vehicles. Additionally, the new social media community
“Friends of Ford” is a growing group of enthusiasts that renders an opportunity for marketing
managers to build and incorporate customer retention. Subsequently, while Ford Performance
incorporates the forementioned customer/fan-base experiences, marketing managers should
look towards integrating specific programs for the Ford Performance organization. For example,
providing a Ford Racing fan club program with notable sponsors could further amplify and build
customer loyalty.
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References
Ford, Will GM Ford Racing . (2025, SEP 3). Embracing the Past to Signal a Dynamic New
Future for Ford Racing. Retrieved from Ford Racing :
https://www.fordracing.com/articles/enthusiasts/media-room/2025/08/future-for-
fordracing
Salesforce . (2024, Nov 12). The 6 Stages of the Product Life Cycle Explained. Retrieved from
Salesforce : https://www.salesforce.com/au/blog/product-life-cycle/
