Five things we learned about Ford's 'all-in' commitment to racing Ford has offered a revealing look into its 20-year journey back to Formula 1 for 2026, and explained why it now has an “all-in” commitment to motorsport under its Ford Racing banner. Will Ford, general manager of global racing for the company, spoke extensively about the “critical steps” Ford has taken to harness the passion that comes with being involved in motorsport. Ford was speaking in an on-stage interview ahead of the Miami Grand Prix at ‘Fueling the future’, an event put together by The Race and Axios Live in downtown Miami to mark the city’s rise as a hub for international sports dealmaking. Here are five takeaways from what Ford said in front of a packed audience in the Miami Design District. Why Ford couldn't ignore F1's audience F1’s boom in popularity hasn’t only grown the sport’s fanbase, it’s transformed the demographics that companies can reach by being part of the global show. “This is an audience that we can’t afford to not be speaking to,” said Ford. “If you look at our brand and our core products, our customer demographics trend much older, and very male oriented. “Formula 1 is the exact opposite. It’s very young, very female-oriented fan base. So it’s very important for our brand to be reaching this audience in a way that they find exciting and appealing and attractive.” Always paying attention Ford walked away from F1 when it sold the Jaguar team to Red Bull at the end of 2004. And while it often felt like the manufacturer might never come back, Ford said that the company always kept an eye on F1’s direction. Once it realised F1’s boom in popularity, particularly in the United States, was more than just a ‘blip’, it