Ford Exec hints at more ‘passion products’ from this sub-brand

It appears Dearborn has room for additional Raptor products in the portfolio. If the low-riding Ford Mustang coupe is being considered for high-speed off-road shenanigans – as we know – wouldn’t the entire lineup have the potential to be Raptored?

Sherry House, Ford’s Chief Financial Officer, didn’t go that far, but she came close.

Vehicles that people love

“I know some people in the audience here just had a great ride in some of our Raptors, and that’s a product that I think we’ll be doing a little more of as well,” House said during the 2025 Barclays Global Auto and Mobility Tech Conference, held last month.

“We’re going to focus on these products that are just passion products. I mean, these are vehicles that people love.”

F-150, Ranger, Bronco and…

What started with the 2010 Ford F-150 Raptor full-size pickup to tear through the desert has evolved into lighter and more agile Raptor versions of the Ranger pickup and the Bronco SUV. The newly redesigned 2026 Ranger will hold down the fort until an all-new Ranger comes to the US, perhaps in three or four years, and a Raptor from that new truck seems like a good choice.

Also keep in mind that Australia has a Super Duty version of the Ranger So next year, Ford is clearly open to rolling out truck variants in any way.

Only suitable for Body-on-Frame vehicles?

What else is possible in this space, where customer engagement is high, as is profitability? An expedition raptor? And if Ford thinks a Mustang is fertile ground for the Raptor treatment, why not look even further outside the box by rethinking what the all-electric Mustang Mach-E could become?

Yes, there’s the Maverick compact pickup and the Bronco Sport compact crossover, but these unibody vehicles would require significant chassis and suspension redesign to accommodate the wear and lateral forces inherent to the Raptor experience.

Source: Ford Authority