Ford’s top racing executive Jim Farley places major wagers on Red Bull F1, as well as performance-focused Mustang and Bronco models

Ford Showcases Racing Ambitions at Detroit Auto Show

At this year's Detroit Auto Show, Ford is making a bold statement with a strong focus on motorsports, particularly Formula 1.

In collaboration with Oracle Red Bull Racing and Visa Cash App Racing Bulls, Ford is set to unveil its newest F1 vehicles during a special Season Launch event in Detroit. This partnership centers on developing advanced F1 engines, which combine turbocharged six-cylinder power with hybrid battery technology and sophisticated software systems.

Ford isn't alone in bringing American innovation to Formula 1. General Motors is also entering the fray, with Cadillac F1 Racing making its debut at the season's first race in March.

For Ford, motorsports are more than just a branding exercise—they're integral to the company's identity. This commitment was evident as Ford introduced two new enthusiast models at the show: the Mustang Dark Horse SC and the Bronco RTR, an off-road SUV.

The Mustang Dark Horse SC sports car on display in Dearborn, Michigan. Photo by Pras Subramanian

“We’re taking a new approach. Our goal is to directly link our vehicles to the world of racing,” Ford CEO Jim Farley shared at the event held at Michigan Central Station. “We believe fun in performance cars shouldn’t be exclusive to brands like Porsche. We’re bringing our own Detroit style, aiming to create an affordable V8 coupe with a manual transmission.”

Ford is also capitalizing on the growing popularity of off-roading and overlanding, especially with the Bronco, which saw sales jump by nearly 35% last year. Farley highlighted Ford’s participation in the challenging Dakar Rally in Saudi Arabia, where a specially modified Bronco is currently competing and performing well.

Ford Racing’s Nani Roma and co-driver Alex Haro compete in the Dakar Rally in Saudi Arabia. Photo by Giuseppe Cacace/AFP via Getty Images

“That’s the excitement of the automotive industry—we’re constantly pushing ourselves to reinvent performance vehicles for both the road and the trail in unexpected ways,” Farley remarked.

The partnership with Red Bull in F1 is about more than just exposure. Farley explained that the technological advancements from F1, such as predictive failure analysis, advanced software, aerodynamic improvements, and high-performance batteries, are making their way into Ford’s mainstream vehicles, including commercial vans and future electric models.

Looking Ahead: Ford’s 2026 Challenges and Trade Concerns

The Ford Bronco RTR showcased at the 2026 Detroit Auto Show. Photo by Bill Pugliano/Getty Images

While Farley is passionate about Ford’s racing initiatives, he also faces significant business challenges. The company must navigate the growing influence of Chinese automakers, shift from fully electric vehicles to a more balanced electrification strategy, and contend with ongoing tariff issues.

Recent remarks by former President Trump at the Detroit Economic Club, questioning the necessity of the United States-Mexico-Canada Agreement (USMCA) and the import of Canadian vehicles, have added uncertainty for automakers. Farley emphasized that abandoning the USMCA would disrupt long-term investment plans for Ford and the broader industry, which rely on stable trade agreements.

President Trump visits the Ford River Rouge complex, joined by Ford executives and officials. Photo by AP/Evan Vucci

Farley pointed out that negotiations to update the USMCA are set to begin this spring, and the outcome will have major implications for the industry. “USMCA is vital for our nation. We’ve built a cross-border automotive ecosystem, but the agreement needs updates to remain effective,” he said.

Ford’s Maverick compact pickup, one of its bestsellers, is assembled in Mexico, highlighting the importance of cross-border manufacturing. Despite Ford’s strong U.S. presence, Farley stressed that the flow of auto parts across North America makes the USMCA crucial for the company and its customers.

“Every car buyer should care about the future of USMCA,” Farley concluded.

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About the Author

Pras Subramanian is the Lead Auto Reporter for Yahoo Finance.