Ford has announced its return to the World Rally Championship (WRC) in 2028 as a factory team, after being absent since the end of 2012. The decision was revealed by Ford Europe president Jim Baumbick, who offered deeper insight into the reasoning behind the move. Ford will spend the next two years preparing an all-new product line that reflects the brand's emotion and heritage on both road and stage.
Baumbick emphasized that Ford excels at creating thrill. "What we do, at our best, is we design and manufacture thrill," he said. He praised the Ford Racing team led by Mark Rushbrook for pushing innovation to the extreme and wiring it back into every product they sell. This is seen as a key differentiator for Ford in the European market, which is increasingly open to Chinese OEMs, with around 150 brands competing. However, according to Baumbick, what they don't have is that emotion and heritage that Ford possesses, especially through Ford Racing.
Ford has been working on this for some time. Baumbick stressed that Ford is all-in when it comes to commitment. "We're not going to build toasters on wheels," he stated, referring to bland products. Ford wants to stay true to its identity by building things like Mustang, Raptor, Bronco, and a rally-bred portfolio. Customers are believed to appreciate this approach.
As part of the preparation, Ford Racing will develop a new rally car for WRC 2029, which will come from a rally-inspired road car range. The first of five new passenger vehicles is expected in 2028. This move aligns with Ford's strategy to strengthen its position in the performance segment and deliver products that are not only functional but also emotional.
Ford's return to WRC also marks a new era for the world rally championship, with major manufacturers like Toyota and Hyundai set to compete. Ford hopes to repeat past successes, such as when they dominated with the Escort and Focus. With full commitment from top management, Ford is optimistic about competing at the highest level and positively impacting the brand's global image.
This step is also a response to the changing dynamics of the European automotive market, where Chinese manufacturers are increasingly aggressive. Ford sees rally as a way to highlight their performance DNA and heritage, which cannot be replicated by new brands. Baumbick added that Ford Racing is an asset that allows them to differentiate in a crowded market.
With Ford's return to WRC, rally fans can look forward to seeing this iconic brand in action on gravel, snow, and asphalt starting in 2028. Preparations have begun, and Ford is determined not only to participate but also to compete for victories. This is a new chapter in Ford's long history in rally, and their competitive spirit still burns.
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