Ford’s Iconic Mustang Muscle Car Returns to Le Mans in Major Racing Rebranding Effort

Ford is making a bold move by planning a comeback to the 24 Hours of Le Mans race with its legendary Mustang muscle car. This decision is part of a major rebranding effort by Ford Performance, which aims to establish the company as a serious player in the racing industry.

The unveiling of the new Mustang Dark Horse-based race car took place on Friday, following Ford’s earlier announcement in February about its return to Formula One in partnership with Red Bull. The Mustang will compete in the GT3 category next year, with at least two cars participating in both the IMSA and World Endurance Championship. Ford also hopes to secure an invitation to the prestigious 24 Hours of Le Mans race. The IMSA entries will be managed by Multimatic as a factory Ford Performance program, while Proton Competition will run a customer program in the World Endurance Championship.

Jim Farley, the CEO of Ford, explained that the Mustang will be made available to customer teams for participation in various GT3 series worldwide. However, Farley emphasized that the most significant aspect of this initiative is the overall rebranding of Ford Performance. This rebranding, led by renowned motorsports designer Troy Lee, aims to transform Ford into a lifestyle brand that embodies a sporting mindset.

Farley expressed that the company is on a mission to rediscover its iconic vehicles and strengthen its connection with enthusiast customers. He stated, “It’s a big switch for the company — this is really about building strong, iconic vehicles with enthusiasts at the center of our marketing.” Ford’s previous foray into sports car racing was in 2019 with Chip Ganassi Racing, where they achieved a class win at Le Mans in 2016 to celebrate Ford’s 50th anniversary of ending Ferrari’s winning streak.

During the Friday event, Ford showcased a Mustang with a new livery designed by Troy Lee. This design represents a cleaner and more simplified look that will soon be featured on all Ford racing vehicles. The familiar blue oval logo with “Ford Performance” written in white underneath will be replaced by the simpler “FP” branding.

The new branding will be applied to car liveries, merchandise, display assets, parts and accessories, and advertising materials. Farley mentioned Porsche as an automaker that has successfully cultivated a culture of brand enthusiasts while selling cars to consumers and participating in various racing series worldwide. Ford aims to follow a similar path and hopes that its new direction will not only boost sales of street and race cars but also generate interest in driving schools and create a merchandise line that portrays Ford as a cool and hip brand.

Farley emphasized that Ford intends to establish a global motorsports business both on and off the road. He described the design of the Mustang as proudly American and praised Troy Lee’s work, highlighting his reputation as a top helmet designer for race car drivers.

Farley acknowledged the influence of Porsche and Aston Martin in building successful motorsports businesses but expressed Ford’s ambition to surpass them. He said, “We’re going in the exact same direction. We just want to be better than them, that’s all. Second is the first loser.”

Although Farley, an avid amateur racer himself, couldn’t attend the Le Mans announcement, he expressed his enthusiasm for the race and highlighted Ford’s impressive racing history. He also mentioned the NASCAR entry at Le Mans, a collaboration between Hendrick Motorsports, Chevrolet, and Goodyear, which has garnered significant attention in the industry. While acknowledging the excitement surrounding the NASCAR project, Farley made it clear that Ford’s involvement is not a one-year endeavor, emphasizing their long-term commitment to Le Mans with the Mustang.

Ford’s return to Le Mans and its rebranding efforts reflect the company’s determination to establish a strong presence in the racing world. Ford aspires to create a vibrant company that excites everyone and aims to outperform its competitors, including Porsche, Aston Martin, and Ferrari, year after year.