Business Finance Media Technology Policy Wealth Insights Interviews

Art Art Fairs Art Market Art Reviews Auctions Galleries Museums Interviews

Lifestyle Nightlife & Dining Style Travel Interviews

Power Index Nightlife & Dining Art A.I. PR

About About Observer Advertise With Us Reprints

From Jim Farley to RJ Scaringe, Auto CEOs Turn Off-Road Vehicles Into Profit Engines

Automakers are turning rugged styling and off-road trims into high-margin profit engines—even when most buyers never leave pavement.

Last month, Ford CEO Jim Farley told The Detroit News ahead of the Detroit Auto Show that vehicles like the Bronco, Raptor and Tremor have become major profit centers for the company. “The off-road business is very unusual because it’s extremely profitable, and the customers love the product, and it’s an enthusiast product,” he said.

Sign Up For Our Daily Newsletter

Thank you for signing up!

By clicking submit, you agree to our terms of service and acknowledge we may use your information to send you emails, product samples, and promotions on this website and other properties. You can opt out anytime.

Off-road vehicles and their derivatives have been a core profit strategy for Ford in recent years, and it’s not alone. Across the industry, off-road SUVs and trucks have become a financial engine for legacy automakers. They also help keep newer EV makers like Rivian and comeback brands like Scout Motors in the spotlight at a time when overall EV sales have cooled. Rivian........

© Observer