Strategic Objectives 1
Marketing Management: Ford Racing Strategic Objectives
Rashad Anderson
School of Business, Liberty University
Pricing Strategy
Ford Racing employs two types of pricing strategies for its performance vehicle lineups:
value and competitor-based pricing. This two-pronged approach to the performance side of
the market targets its audience in various ways. Regarding competitor-based pricing, Ford
Racing aims to set product pricing according to market conditions such as demand, consumer
perception, and competition (Ferguson, 2025). This pricing strategy is more focused on the
merchandise and performance parts department of Ford Racing. However, the predominant
pricing strategy for Ford Racing’s vehicles is value or premium pricing. These vehicles have a
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much higher set price point, emphasizing the difference in vehicle amenities, research and
development, applicability, and capability (Pereira, 2025).
Pricing Tactics
Subsequently, Ford Racing also incorporates two pricing tactics in its performance
vehicle department, which is the overall bread and butter for its marketing team. Foremost,
product line pricing is at the helm of the organization’s performance line of vehicles. The
Mustang GTD, Bronco Raptor, F-150 Raptor, F-150 Raptor R, Ranger Raptor, and Explorer ST
represent Ford Racing’s performance vehicle product line. Additionally, these vehicles are the
focus of product sales for most of the target audiences. However, Ford Racing uses prestige
pricing for a select few of its products. The Motorsports lineup of Ford Racing, like the Mustang
Darkhorse R and Ford GT Mk IV, offers prestige pricing. These vehicles, which are special orders,
have waitlists and are more track-ready for supercar enthusiasts, are much like
Lamborghini, Ferrari, or even McLaren products.
Channels of Distribution
Ford Racing incorporates indirect channels of distribution for its merchandise,
performance parts, and performance vehicles. With only one intermediary between the
manufacturer and the retailer, the retailer is the driving force behind these sales efforts. These
vehicles often represent a broad yet specific target audience, such as off-road enthusiasts and
sports car fanatics. However, the motorsports division of Ford Racing has a similar yet slightly
different distribution channel. There is still only one intermediary, but once manufactured, the
motorsports vehicles go to a purchase agent, then to the organization (racing team) buyer.
These vehicles participate in world-renowned races such as LeMans, Nuremberg, Baja Series,
Formula
Drift, Puma Rally Races, and the NASCAR Cup Series.
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Distribution Strategy
Ford Racing’s distribution method integrates multi-channel initiatives at a global level. It
utilizes selective distribution via its network of dealerships and distributors for traditional sales
efforts. Additionally, the organization seeks to expand into emerging markets in Europe as it
amplifies its historic racing narrative worldwide. Key elements of Ford Racing’s distribution
strategy include global networking, market expansion, and emerging segment-specific
motorsport partnerships (Pereira, 2025). Additionally, exclusive distribution strategies are also
incorporated with the performance and motorsport vehicles. These vehicles offer premium and
exclusive capabilities for a premium price. There is a narrative of racing and innovative prestige
circulating in Ford Racing’s marketing efforts.
Non-Traditional Distribution
Ford Direct, a one-stop e-commerce distribution system, is also at the consumer’s
disposal if they elect not to go the route of a traditional car sales lot. The ability to meticulously
tailor the vehicle to exactly how the customer wants is a notable advantage. Moreover, not
having to deal with a car salesman, sitting at the car lot for hours on end, and attempting to
negotiate back and forth with the finance department is essentially of no concern for the
customer. Additionally, the e-commerce efforts offer dealers access to vetted vendors and open
the door to strategic partnerships (Pereira, 2025).
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References
Ferguson, E. (2025, May 27). Ford's Marketing Mix. Retrieved from Panmore:
https://panmore.com/ford-motor-company-marketing-mix-4ps-analysis
Pereira, D. (2025, MAR 26). Ford Marketing Strategy. Retrieved from Business Model Analyst:
https://businessmodelanalyst.com/ford-marketing-strategy/
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