Ford Motor Company Rebrands Motorsports Division as Ford Racing
Ford Motor Company’s motorsports division has officially rebranded from Ford Performance to Ford Racing, a shift outlined in a letter from General Manager Will Ford. This change signifies a strategic realignment aimed at enhancing the synergy between Ford’s racing and production vehicle operations.
Ford emphasized that this rebranding goes beyond mere aesthetics, marking a comprehensive reintroduction of the organization’s racing identity. “Our new Ford Racing organization will bring our road and race operations closer than ever before,” Ford stated, highlighting an initiative to leverage innovative engineering and design for both track and consumer products.
The rebranding is strategically timed to coincide with Ford’s ambitious motorsport calendar, including the upcoming Rolex 24 At Daytona and the Dakar Rally, set to showcase the new identity in January. Furthermore, Ford is preparing for a significant return to the World Endurance Championship at Le Mans in 2027 and to Formula One as a power unit supplier in 2026.
“Ford Racing will continue to compete at the highest levels of motorsports. Our goal remains clear: to win at all venues, including F1, Dakar, Le Mans, Bathurst, and Daytona,” said Ford. This dedication underscores the multinational effort to incorporate racing insights back into consumer vehicles, reinforcing the brand’s commitment to innovation and performance.
Ford Racing’s new branding strategy aims to restore its competitive roots while advancing its technological prowess, ensuring that the legacy of racing continues to influence the company’s product lineup globally.
