RIYADH: Ford’s leadership has signaled a new ambition to make the brand the “Porsche of off-road,” having used Saudi Arabia’s grueling Dakar Rally terrain to to hone their technology into a new lineup of off-road vehicles.
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“Porsche has dominated the enthusiast automotive industry for a long time, and Ford, we have the ambition to be the Porsche of off-road,” Jim Farley, Ford Motor Company CEO, told Arab News.
“There’s no more important off-road race in the world than Dakar,” he said, as the endurance event came to a close in Saudi Arabia at the weekend.
“We want to link the Dakar racing vehicles, our T1 Raptors to something that people can buy, not just a Raptor pickup truck, but a whole new lineup that people have not seen before. So, Dakar is really the inspiration for our future off-road lineup,” he added.
