Ford used to build cars for just about everyone. Now it wants to build cars people dream about and be the “Porsche of Off-Road.” It’s a brave strategy, but it also leaves one awkward question hanging in the air. What happens when shoppers simply want something affordable? You, know, like all the other Fords they’ve bought over the years, if not decades.

 

CEO Jim Farley has made it clear he doesn’t want Ford competing in the world of ordinary, forgettable cars anymore. Instead, the company is doubling down on vehicles with genuine appeal, from Broncos and Raptors to Mustangs and pickups buyers happily spend extra money personalizing. As one Ford executive put it to the WSJ, “This is the most passionate lineup that Ford has ever had.”