Ford Motor Company - Brands
Ford
Ford Motor Company, founded in 1903 by Henry Ford in Detroit, revolutionized global auto manufacturing. Its legacy includes pioneering mass production techniques and labor innovations that shaped the modern industrial era.
- 1903: Officially incorporated in a converted Detroit factory.
- 1908: Introduced the Model T—the first truly affordable car.
- 1913 - 1914: Launched the moving assembly line and implemented the $5 workday and 8-hour shift—transforming productivity and labor standards.
- 1927 - 1932: Transitioned from the Model T to Model A; introduced the flathead V‑8 engine for performance accessibility.
- 1956: Became a publicly traded company, joining the NYSE.
- 1980s - 1990s: Under CEO Donald E. Petersen, Ford improved product quality and launched the Taurus and Sable, surpassing GM and Chrysler in performance metrics.
- 2000s - 2020s: Transitioned toward electrification and advanced mobility, introducing vehicles such as the Mustang Mach-E and F-150 Lightning while investing heavily in EV platforms and digital technologies.
Lincoln
Lincoln Motor Company, founded in 1917 by Henry M. Leland, represents Ford Motor Company’s luxury division. The brand initially built Liberty aircraft engines during WWI, later evolving into a symbol of American luxury, known for refined design, advanced engineering, and American craftsmanship, Lincoln has long focused on comfort, prestige, and quiet innovation.
- 1917: Founded by Henry M. Leland, previously the creator of Cadillac.
- 1922: Acquired by Ford Motor Company after financial difficulties.
- 1939: Introduced the Lincoln Continental, becoming an icon of American luxury design.
- 1950s - 1960s: Served as the preferred presidential limousine brand, reinforcing Lincoln’s prestige.
- 1980s - 1990s: Expanded luxury offerings with models like Town Car and Continental.
- 2010s: Underwent a major brand revival emphasizing modern design, technology, and quiet luxury.
- 2020s: Focused on refined, technology-driven luxury with models like the Navigator and Aviator, emphasizing electrification, advanced driver assistance, and a distinctive “quiet luxury” brand identity.
Mercury
Mercury was a mid-priced automobile division of Ford Motor Company, created to bridge the gap between affordable Ford models and luxury Lincoln vehicles. The brand became known for stylish design, performance-oriented trims, and broad appeal during the mid-20th century.
- 1938: Established by Edsel Ford to compete in the growing mid-price automobile market.
- 1941 - 1945: Civilian production halted during World War II.
- 1949: Introduced the first all-new postwar Mercury, achieving strong sales success.
- 1950s - 1960s: Gained popularity with models like the Monterey, Cougar, and Comet, emphasizing style and performance.
- 1970s - 1980s: Shifted toward badge-engineered vehicles amid changing market conditions.
- 2011: Discontinued as Ford refocused on its core Ford and Lincoln brands.
Ford Motor Company - Sub-Brands
Ford Mustang
Ford Mustang is an iconic performance-oriented sub-brand of Ford Motor Company, introduced as a sporty yet affordable car for a new generation of drivers. It defined the “pony car” segment and became one of the most recognizable automotive nameplates in the world.
- 1964: Introduced at the New York World’s Fair, creating the pony car category.
- 1960s - early 1970s: Achieved massive popularity with diverse body styles, engines, and racing success.
- 1974 - 1978: Downsized Mustang II era in response to fuel crises and emissions regulations.
- 1980s - 1990s: Transitioned to modern platforms while maintaining performance identity.
- 2005: Returned to retro-inspired design, reviving classic Mustang styling cues.
- 2015: Became a global model, sold officially in major international markets.
- 2020s: Expanded the Mustang name into the electric era with the Mustang Mach-E while continuing high-performance variants.
Ford Bronco
Ford Bronco is an off-road–focused sub-brand of Ford Motor Company, originally created as a compact, rugged utility vehicle for recreational and outdoor use. Over time, Bronco became a symbol of durability and adventure, closely associated with American off-road culture.
- 1966: Introduced as a compact four-wheel-drive SUV to compete with the Jeep CJ.
- 1978 - 1979: Transitioned to a full-size platform, increasing capability and comfort.
- 1980s - 1990s: Evolved into a modern SUV while maintaining strong off-road credentials.
- 1996: Original Bronco production ended as market demand shifted toward family-oriented SUVs.
- 2021: Revived as a dedicated off-road sub-brand with modern technology and classic design cues.
- 2020s: Expanded the Bronco family with multiple configurations and the smaller Bronco Sport, reinforcing its role in Ford’s off-road lineup.
Edsel – A Rare Ford Offshoot (1958–1960)
The Edsel division, launched by Ford in 1957 and active during the 1958–1960 model years, was named in tribute to Edsel Ford, Henry Ford’s son. It was introduced as a mid-priced brand designed to bridge the gap between basic Ford models and the luxury of Lincoln–Mercury. In many ways, Edsel represented Ford’s most ambitious—and costly—endeavor to expand market share.
- E‑Day” Launch (Sept 4, 1957): The brand made its debut amid heavy publicity and secrecy, backed by star-studded promotion.
- Bold Design: Edsel cars featured a distinctive “horse‑collar” vertical grille and futuristic features like TeleTouch push‑button transmission at the steering wheel—innovations that were ahead of their time, but polarizing.
- Market Misfires: Launched into a recession and suffering from confusing pricing and lackluster build quality, Edsel failed to resonate with buyers despite significant marketing investment. It’s estimated Ford lost over $250 million at the time (equivalent to billions today).
- Brief Lifespan: Despite a promise of seven-model lineups, the brand sold only around 110,000 units before being discontinued in late 1959; operations wrapped up by November.
- Collectible Legacy: Today, Edsel is a coveted collector’s brand—marked by its rarity and bold, if flawed, vision. Some years and models, such as the 1960 Villager wagon or convertible variants, are especially prized.
Ford Special Performance Brands
High-performance and specialty vehicle programs developed by Ford and its partners, focusing on racing heritage, engineering excellence, and limited-production models.
Shelby
Shelby represents Ford’s high-performance partnership with Carroll Shelby, focusing on racing-inspired engineering and limited-production performance vehicles. Shelby models are among the most collectible and historically significant Ford automobiles.
- 1962: Carroll Shelby founded Shelby American.
- 1965 - 1970: Produced legendary Shelby Mustang and Cobra models.
- 2005: Shelby performance collaboration revived with Ford Mustang.
- 2010s - 2020s: Continued limited-run high-performance Mustangs and specialty vehicles.
SVT
Special Vehicle Team (SVT) was Ford’s in-house performance division, responsible for developing factory-engineered high-performance variants across multiple Ford nameplates.
- 1991: SVT established to unify Ford’s performance engineering efforts.
- 1990s: Introduced iconic models such as Mustang Cobra and F-150 SVT Lightning.
- 2000s: Expanded performance focus to road cars and trucks.
- 2014: SVT merged into Ford Performance.
Raptor
Raptor is Ford’s off-road performance sub-brand, combining desert racing capability with factory-built durability. It represents Ford’s most extreme interpretation of high-performance trucks and SUVs.
- 2010: Introduced with the F-150 SVT Raptor.
- 2010s: Established a new benchmark for factory off-road trucks.
- 2019: Expanded into the Ranger Raptor globally.
- 2020s: Integrated under Ford Performance with continued off-road innovation.