The ‘Porsche of off-road’: Ford CEO Jim Farley unveils vision for global lineup forged in Saudi sands

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. “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.

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