The return of Ford to the pinnacle of world rallying highlights the American manufacturer's long-term commitment to strengthening its global brand presence. This strategic journey begins by backing British privateer squad M-Sport Ford next season before officially returning as a full factory team in 2029.
Ford’s head of European operations, Jim Baumbick, emphasised that rallying provides a crucial marketing impetus for the marque. With the brand operating in the market for over a century, Baumbick noted that passion truly emerges when products are expressed in unique, emotional, and differentiated ways.
"The love for the brand is very deep. Ford’s been in the market for over 100 years, and that passion really comes out when we express our products in a way that are unique, emotional, and differentiated," Baumbick told RallyJournal.com. He further explained that attending a rally race showcases a celebration of not just motorsport and vehicles, but the vibrant community surrounding it, which serves as inspiration for their next-generation vehicle development.
Furthermore, the Ford executive praised the recent revitalisation measures taken by the WRC promoter led by Eric Boullier and the FIA. Fresh regulatory changes and modifications to the format are seen as a massive opportunity to drive better engagement and maintain high accessibility for fans worldwide.
Baumbick stressed that this comeback is perfectly timed within a crowded marketplace featuring numerous brands. Rather than merely looking backward at their illustrious heritage, Ford is using its rich history as an authentic inspiration to stand out and differentiate itself in the automotive future.
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