Ford is making a move that will make a big noise in the automotive industry. The company’s CEO Jim Farley announced that Ford is creating a new sub-brand called “Dark Horse”, which will include high-performance vehicles. The announcement was made at a meeting where Ford’s second quarter financial results were discussed. So, what kind of vehicles will we see with this brand?
Ford is launching a high-performance sub-brand called Dark Horse
Jim Farley said at the meeting that Ford would be shifting its product range away from ordinary vehicles and focusing on more passionate and target-oriented models. He said that the “Dark Horse” brand was born as part of this strategy.
Currently, the only model under this sub-brand is known as the Mustang Dark Horse. This high-performance sports car was unveiled at the China International Import Expo in November 2023. The Mustang Dark Horse carries the most powerful 5.0-liter Coyote V8 engine ever produced by the Ford automotive giant.
The design of the vehicle has a track-oriented aesthetic that maximizes aerodynamic performance with sharp lines typical of super sports cars. In terms of design language, the performance of the vehicle is also visually prioritized. So, Dark Horse models could be the kind of vehicles we’ll see more on the track.
What do you think about this new sub-brand? Do you think this performance-oriented brand of Ford will work? Share your comments in the space below!
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