Ford Racing Launches New Era with Rebranding and Fresh Logo

Ford Motor Company has officially rebranded its motorsports program as Ford Racing. This significant change was announced on Thursday in a letter to employees from Will Ford, the great-grandson of the company’s founder, Henry Ford. Previously known as Ford Performance, the rebranding aims to connect the company’s racing and production divisions more closely.

The new logo features the iconic Ford name in white lettering within a solid blue oval, with the word “RACING” boldly displayed beneath it. According to Mark Rushbrook, Ford’s global director of motorsports, this initiative is more than a cosmetic change; it represents an evolution in how Ford approaches both its racing and consumer products.

“This is so much more than a simple name change,” Will Ford wrote. “This is the reintroduction of our racing brand and signals a completely new way of thinking about the business, brand, and products that our racing efforts bring to life.” The shift reflects Ford’s commitment to innovation, as it seeks to develop vehicles suitable for both on- and off-road performance, as well as competitive racing.

The company plans to unveil its first Ford Racing production vehicle in January during its season launch. The new branding will also appear on racing vehicles at significant events, including the Dakar and Daytona races, starting in January.

Ford’s racing strategy emphasizes the integration of lessons learned on the track into the development of consumer vehicles. Will Ford emphasized the collaborative efforts of engineers and designers: “Under one global leader, our super-talented engineers, designers and aerodynamicists will find innovative solutions for the track and bring them to our road products – and vice versa.”

The rebranding comes as Ford Racing prepares to compete at the highest levels of motorsports, including prestigious events like Formula 1, Le Mans, and Bathurst. Will Ford expressed confidence in their competitive spirit, stating, “The Blue Oval will be in front of a global audience like never before, and we are going in with the same goal we always have at Ford… to win them all. After all, we are America’s race team!”

Mark Rushbrook added that the rebrand is crucial in linking personal vehicles to racing performance. “The very core of our company is to have these very passionate products that we can sell to our customers,” he said. “Everything we are learning in racing… we are truly taking that into the products.”

Ford’s commitment to blending racing technology with consumer vehicles aims to enhance both the performance and appeal of its offerings. The company looks to capitalize on its rich history in motorsports, dating back to 1901 when Henry Ford first garnered attention by winning a race in a car named “Sweepstakes.” This legacy drives the company’s mission to deliver high-quality products that resonate with both racing enthusiasts and everyday drivers.

As Ford Racing embarks on this new chapter, the integration of racing insights into mainstream vehicle development promises exciting advancements for consumers and fans alike.