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Ford's Off-Road SUVs Drive Profits Amid Growing Demand

2/18/2026

24 3 Full Breakdown

Summary

Story summary

Ford CEO Jim Farley says off-road vehicles such as the Bronco and Raptor are now key profit centers for Ford.
Off-road SUVs and trucks are financially beneficial, as buyers seek rugged appearance over real off-road capability.
AutoPacific says off-road appearance packages can add about $1,000 to a vehicle’s price.
Analysts expect continued growth in off-road styling and the emergence of new SUV niches.

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Story summary

Ford CEO Jim Farley says off-road vehicles such as the Bronco and Raptor are now key profit centers for Ford.
Off-road SUVs and trucks are financially beneficial, as buyers seek rugged appearance over real off-road capability.
AutoPacific says off-road appearance packages can add about $1,000 to a vehicle’s price.
Analysts expect continued growth in off-road styling and the emergence of new SUV niches.