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Ford Is Turbocharged To Tap The Performance Car Market

December 28, 2014 | About:

The second largest American automaker, Ford Motor (NYSE:F), is currently quite occupied with the preparation of introducing a fresh vehicle at the upcoming Detroit Auto Show. The automaker is creating a performance division to launch 12 performance cars over the next six years. The company isn’t revealing anything about the brand new launch, but rumors have it that Ford is working on making the successor of the highly popular 2005-2006 GT supercar. What’s it that’s Ford up to? Here’s some briefing over it.

Performance cars to drive performance
The new performance division is a combination of the company’s RS team from Europe, the SVT division from the U.S., and the Ford Racing group. The company hasn’t disclosed much information about the models that it intends to unveil over the coming years. The only information made available is that the European Ford Focus RS, which was an immensely popular car in the late 1960s, will be introduced globally as one of the performance cars. This would be the first time that the car would be sold in the American economy and elsewhere.

Ford’s performance car portfolio currently includes the Shelby GT 350 Mustang, Focus ST, Fiesta ST, and F-150 Raptor. The Focus RS would be the latest addition. Besides, sources close to the matter have said that the Blue Oval has plans to launch the newer version of Ford GT, a sports car that was available between 2004 and 2006. According to speculations, the GT would sport a turbocharged or supercharged V8 engine.

Facing the challenge
While Ford’s endeavor might look very attractive and appeal, it must be known that it’s quite a challenging move. General performance cars are associated with higher fuel burn, so Ford’s attempt to bring 12 performance cars through 2020 appears like a move which has a stark contrast from the company’s target of offering fuel efficient cars. What is really Ford up to? There are plenty of good reasons for Ford to make a prominent name in this arena. One of the big reasons is to offer cars that are more environment friendly.

Beside, widening the portfolio of performance cars would help Ford benefit from the sales rise of performance vehicles in the U.S. Sales in this segment have gone up 70% since 2009. Performance cars have been quite popular in other markets such as Europe and China as well. In fact, Ford imports the Focus ST from its domestic market for sales in China. Performance vehicles also help in expanding the buyer base by attracting fresh first time buyers to the brand. According to Ford, nearly 66% of the high performance ST models of Fiesta and Focus are new buyers of Ford brand. More importantly, nearly 35% of these new buyers become loyal to the company and continue to buy Ford cars.

Apart from this, advanced technologies developed during the making of performance cars are applied to mass market cars. Things that engineers learn while developing the engines and other component parts of these performance cars are applied to optimize the performance of mainstream vehicles sold to masses. Fiat Chrysler had something similar to share on this. While making the Hellcat V8 engine, its engineers experienced plenty of learning pertaining to the fuel efficiency of cars. This was of great help to them to produce advanced engines for its mass market offerings.

The Ford Performance unit should support the Detroit automaker to tap the rising potential of this budding market and draw new customers that carry a soft corner for such sporty vehicles.

About the author:

Quick Pen
A seasoned writer with keen interest in the automotive, technology, telecommunication, retail and aerospace sectors.

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