Rosalind Evans
Ford is poised to dramatically return to the 24 Hours of Le Mans next year with its legendary Mustang model. This move forms a significant part of a large-scale rebranding of Ford Performance, aimed at firmly placing the automaker in the racing sector.
The unveiling of the new Mustang Dark Horse-based race car on Friday comes on the heels of Ford’s February announcement about its return to Formula One in 2026, teaming up with the current world champion, Red Bull.
Next year, the Mustang will compete in the GT3 category, with at least two cars participating in the IMSA and the World Endurance Championship. The company also hopes to secure an invitation to the 24 Hours of Le Mans in the coming year. Managed by Multimatic, Ford Performance will oversee the IMSA entries, and a custom program with Proton Competition will handle the World Endurance Championship entries.
Ford CEO Jim Farley, speaking to The Associated Press, emphasized that the Mustang will be accessible for various GT3 series worldwide for customer teams. The primary focus, however, is the comprehensive Ford Performance rebranding, orchestrated by famed motorsports designer Troy Lee, to transform Ford into a lifestyle brand with a sports-oriented ethos.
“This is about the company rediscovering its roots, embracing its iconic models, and focusing more heavily on them,” Farley said to the AP. “It’s about creating a strong bond between enthusiast customers and these renewed icons through a serious investment in motorsports. This is a significant shift for the company, centred on creating robust, iconic vehicles with enthusiasts at the heart of our marketing.”
The last time Ford competed in sports car racing was in 2019 with Chip Ganassi Racing as part of a three-year program. The team achieved a class win at Le Mans in 2016, marking the 50th anniversary of Ford ending Ferrari’s six-year winning streak.
Ford showcased a Mustang adorned with a Lee-designed livery highlighting the minimalist and clean design soon to feature on all its racing vehicles. The traditional blue oval bearing “Ford Performance” will now simply sport the acronym “FP.”
This new emblem will be visible on car liveries, merchandise, apparel, display assets, parts and accessories, and advertising.
Drawing on Porsche’s successful approach in selling cars to consumers and racing cars globally while fostering a brand enthusiast culture, Farley anticipates that Ford’s new direction will assist in selling street and racing cars, stimulate driving school interest, and create a merchandise line that makes consumers see this American automaker stalwart as a fashionable, trendsetting brand.
“We intend to establish a global motorsports business, both on and off the road,” Farley said, adding that the Mustang design is “distinctively American.”
Farley commended Lee, widely recognized as the leading helmet designer among race car drivers. “We’re in the initial stages of a lengthy process, and our return to Le Mans is a critical step. But it’s also crucial to get the graphics right, to design winning race cars at various levels, and to craft a racing brand for Ford Performance that’s rebranded and uplifted,” he added.
He mentioned closely observing the motorsports businesses of Porsche and Aston Martin, expressing confidence that Ford will surpass them. “We’re charting the same course. We just aim to outdo them, that’s all,” Farley said. “Coming second is akin to being the first loser.”
Farley, an enthusiastic amateur racer, did not attend the Le Man’s announcement. Ford is the reigning Cup Series champion with Joey Logano and Team Penske. The NASCAR “Garage 56” entry, a collaboration between Hendrick Motorsports, Chevrolet, and Goodyear, is receiving widespread recognition across the industry. However, Farley expressed feeling left out of the event in France.
“They’re going one direction, and I’m going another – that NASCAR initiative is a short-term venture, right? They can have their NASCAR celebration, but it’s a fleeting thing,” Farley said. “We’ve been outright Le Man’s winners four times, won in the GT class, and returned with the Mustang on a long-term commitment.
“So, they can be thrilled about Garage 56. To me, that’s more of a promotional campaign for NASCAR, a science experiment,” Farley continued. “I don’t live in a world of science projects. I’m focused on building a dynamic company that everyone is excited about. To achieve that, we won’t do a Garage 56 — I have to outperform Porsche, Aston Martin, and Ferrari consistently over the years.”
As Ford gears up for an exciting return to the 24 Hours of Le Mans and a significant rebranding, the company seems more than ready to reimagine itself for a new era. Ford appears poised to take the automotive world by storm with a keen focus on re-establishing its iconic models, embracing its sports heritage, and aligning its brand with an enthusiast-centric mindset. The journey may be extended and filled with competition, but if Farley’s confidence is any indicator, it’s a race they’re ready and willing to run.
