From Jim Farley to RJ Scaringe, Auto CEOs Turn Off-Road Vehicles Into Profit Engines

Last month, Ford CEO Jim Farley told The Detroit News ahead of the Detroit Auto Show that vehicles like the Bronco, Raptor and Tremor have become major profit centers for the company. “The off-road business is very unusual because it’s extremely profitable, and the customers love the product, and it’s an enthusiast product,” he said.

Off-road vehicles and their derivatives have been a core profit strategy for Ford in recent years, and it’s not alone. Across the industry, off-road SUVs and...