Ford has confirmed its return to the World Rally Championship (WRC) in 2028, and Ford Europe president Jim Baumbick has offered deeper insight into the decision. Absent as a factory team since the end of 2012, Ford will spend the next two years preparing an all-new product line to reflect the emotion and heritage the brand brings to both road and stage.
Baumbick emphasized Ford's philosophy of creating driving excitement. "What we do, at our best, is we design and manufacture thrill," he said. He praised the team led by Mark Rushbrook, Ford Racing global director, for taking that thrill to the absolute extreme and then wiring it back into the soul of every product they sell. "That's how we think we can differentiate in a market here in Europe," he added.
The European market is open to Chinese OEMs, with around 150 brands, posing a challenge. However, Baumbick believes Ford's emotion and heritage, especially through Ford Racing, are key differentiators. "They don't have that emotion. They don't have that heritage. They don't have Ford Racing," he stated. This provides a clear point of differentiation in Ford's passenger vehicle portfolios.
Preparation for WRC 2028 is not instant. Baumbick revealed Ford has been working on this for some time. "It's one thing to make a declaration and say you're going to position a product in a certain way. What we do is, if we're in it, we're all-in," he explained. He also stressed that Ford will not build "toasters on wheels"—his term for boring vehicles. "We are at our best when we're building things like Mustang and like Raptor and like this rally-bred portfolio or Bronco. Those are all things that actually allow us to just be who we are," he added.
Ford's plan includes the launch of five new passenger vehicles inspired by rally, with the first expected in 2028. The 2029 WRC challenger will come from this rally-inspired road car range, demonstrating Ford's commitment to bridging racing and mass production. This move aligns with Ford's strategy to strengthen brand identity through motorsport, especially amid fierce competition in Europe.
Ford's return to WRC is not just about racing; it's about building an emotional connection with customers. By bringing technology and spirit from rally stages to the road, Ford hopes to attract fans and buyers seeking character and heritage. This is a bold step showing Ford's seriousness in maintaining its position as a brand with racing DNA.
With this strategy, Ford is not only returning to the world rally stage but also reinforcing its identity as a manufacturer that delivers excitement and performance in every vehicle. Rally fans and consumers can look forward to a more aggressive Ford presence in WRC and on the road.
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