Ford Performance 1
Marketing Management: Ford Performance
Rashad L. Anderson
School of Business, Liberty University
Product & History
As many auto enthusiasts know, Ford Motor Company was founded on June 16, 1903;
however, it all would not have been possible without Ford Performance, which got its start on
October 10, 1901. This was the day that Henry Ford took on the illustrious racer, Alexander
Winton (Ford Perfomance, n.d.). Today, Ford Performance continues its racing and consumer
production vehicle legacy with motorsports vehicles, performance parts, merchandise, and
performance vehicles such as the Mustang GTD and the Raptor lineup. Ford Performance
continues to push and grind towards production and motorsport dominance with innovative
automotive technology “geared” towards its multiple target audiences.
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Global Marketing Efforts
While Ford maintains a marketing stronghold in North America, in European target
markets, Ford adapts its fuel-efficient and compact models rather than making a strong push
with its Performance vehicles. (Pereira, 2025). However, Ford Performance’s racing department
fully immerses itself in the legendary 24 Hours of Le Mans (Circuit de la Sarthe) race in France.
Thus, amplifying their motorsport performance dedication narrative into the European target
market.
Organizational Mission
Consequently, Ford Performance does not have an official mission statement. However,
its overarching organization provides its purpose as “To help build a better world, where every
person is free to move and pursue their dreams. (Ford Motor Company, n.d.).” Although on their
website, Ford Performance attributes its racing legacy passion to Henry Ford, as he said,
“The competitor to be feared is the one who never bothers you at all (Henry, n.d.).”
Organizational Strategy
Ford Performance offers a unique competition strategy option, as it seems to have
adopted a hybrid strategy. The organization adopts both differentiation and focus marketing
strategic objectives due to having multiple target audiences. Subsequently, the differentiation
strategy of Ford Performance provides premium goods and services to its consumers. Their
topof-the-line, street-legal performance production vehicles and parts, which customers are
more than willing to pay for. Moreover, their focus or niche strategy caters to a specific target
audience. The organization's motorsport branch focuses on the specific market of automotive
sports, such as NASCAR teams. This arguably is a narrow target audience group as opposed to
their customers who purchase their street-legal production vehicles, such as the Raptor line-ups
and the newly introduced Mustang GTD.
Strengths
As the organization grows, so do its capabilities. The research and development
department of Ford Performance has continuously become innovative. The newly introduced
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Mustang GTD blends optimal track/circuit performance with street-legal comfort and capability
for consumers. The vehicle made history as it became the first American-made sports car to
complete an under seven-minute Nuremberg lap time, making its claim into a reputable
American supercar (Ford Performance , n.d.). The amount of ingenuity and time put into this
vehicle is unprecedented for an American sports vehicle. Furthermore, the organization’s
marketing capabilities are second-to-none among American automakers. The promotion of
“Friends of Ford” is integrated into Ford’s loyal customer base, as they give an inside scoop on
current and future performance products and capabilities. This promotes excitement among
Ford and car enthusiasts alike on platforms such as SEMA, a world-renowned auto expo held in
Las
Vegas annually.
Weaknesses
Consequently, Ford's performance is heavily reliant on the North American market, as
they have little stake in overseas target markets. Additionally, the high production costs of the
performance vehicles are relevant in a struggling, high-inflation market. Furthermore, the
organization also faces brand perception challenges in the supercar market. They are fairly new
in this market, yet poised to make a major impact on the future of American auto makers.
Opportunities
However, continually enhancing the customer experience is key. Ford Performance must
remain dedicated to its loyal consumer relations in the industry. Additionally, forming strategic
partnerships with other reputable performance automakers outside North America is a notable
opportunity to expand their target audience. Emerging markets in Europe, South America, and
Asia present possible avenues of approach for the organization to make a reputable stake in the
auto industry.
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Threats
Finally, like many major corporations, this organization faces multiple threats, such as
cybersecurity. These threats are continually emerging as cyber threats are always evolving and
an issue. Arguably, cyber threats will never go away; however, the industry must evolve and
protect itself vigilantly. Furthermore, fierce competition continues to pose a threat to all
performance automakers. Government regulations, such as emissions standards, are significant
to the organization as North American automakers must abide by these standards.
References
Ford Motor Company. (n.d.). Our Purpose. Retrieved from Ford:
https://corporate.ford.com/about/purpose.html
Ford Perfomance. (n.d.). Our Story. Retrieved from Ford Performance:
https://performance.ford.com/our-story
Ford Performance . (n.d.). Mustang GTD. Retrieved from Ford Performance :
https://www.ford.com/performance/mustang-gtd/?gnav=header-performance-vhp
Henry, F. (n.d.). Our Story . Retrieved from Ford Perfromance :
https://performance.ford.com/our-story
Pereira, D. (2025, MAR 26). Ford Marketing Strategy . Retrieved from The Business Model
Analyst : https://businessmodelanalyst.com/ford-marketing-strategy/#Ford_Geography
