Ford unveils new F-Series Super Duty trucks

DETROIT – Ford Motor is redesigning a pivotal products lineup, leaning on new computer software and connected info metrics, to boost revenue in its business car small business.

The Detroit automaker on Tuesday discovered its 2023 F-Collection Tremendous Obligation vehicles, a lineup of vehicles ranging from substantial pickups to professional trucks and chassis cabs that are applied for emergency response, towing and plowing, and development or utility perform.

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The cars – part of Ford’s greatest-marketing F-Sequence truck lineup – are superior-margin, critical to retaining recurring fleet prospects and a key aspect of Ford’s strategies to mature its industrial business.

“These are massively important. Super Responsibility is the size of income of Southwest Airlines, Marriott or Nordstrom. It is really a massive part of the organization,” Ted Cannis, CEO of Ford Professional, advised CNBC. “And now we are bringing them into the electronic age.”

Cannis declined to disclose revenue for Ford’s Tremendous Duty lineup, but Southwest, Marriott and Nordstrom most just lately described yearly revenues of in between $14 billion and $16 billion. Ford documented additional than $136 billion in complete income in 2021.

Tremendous Duty trucks have a lot more than 50% current market share in utility, mining, design and unexpected emergency response vehicles, in accordance to Ford, citing data from S&P World Mobility.

The patterns of the new vehicles are notably diverse on the exterior, showcasing redesigned C-clamp lights and greater grilles. But the most crucial changes for Ford cannot be seen by the naked eye, together with new electrical architectures, or brains, of the motor vehicles. The updates will give Ford the potential to introduce new computer software, info telematics and fleet management tools, Cannis reported.

The software package instruments will aid corporations monitor maintenance requirements, vehicle destinations, driver behaviors, squandered idle time and other metrics. Fleet operators also can established procedure occasions that would avert the cars from setting up outside of accredited situations.

This kind of services are viewed as main alternatives for Ford to produce recurring revenue throughout the lifecycles of the cars – one thing automakers these kinds of as Ford have been not able to realize past frequent routine maintenance and repairs by franchised sellers.

The mission of Ford Professional is to act as a one-prevent store for vehicles as properly as the software administration that organizations use to observe them, Cannis claimed, laying the groundwork for subscription-centered firms and more recurring income alternatives for Ford that have traditionally been the domain of third-bash corporations.

The linked functions are driven by embedded 5G connectivity – a very first for pickups in the U.S — employing AT&T provider and a Qualcomm modem.

“We’re concentrated on maximizing productiveness, maximizing the base line for organizations of all sizes,” Raj Sarkar, Ford Pro standard supervisor of solution promoting and method, mentioned for the duration of a media briefing.  

Ford Pro is a person of three primary business enterprise spots for the enterprise underneath CEO Jim Farley’s Ford+ restructuring plan, which targets progress and worth generation in all three segments in the a long time to occur.

The Super Responsibility trucks also characteristic new interiors as well as other trailering and towing updates – equally key to homeowners of larger sized vehicles. The new functions contain trailer navigation, which plots routes that can be safely and securely navigated with given trailer dimensions and excess weight to prevent likely troubles with low bridges and limited turns, as well as a second backup digital camera that can be utilised when the tailgate of a truck is down.

Though Ford is investing billions in electric cars, the new trucks are powered by one of 4 V-8 gasoline or diesel engines. Huge vans these kinds of as Ford’s Super Responsibility are anticipated to continue on to be driven by regular engines for the foreseeable long term.

The 2023 F-Collection Super Obligation is designed at Ford assembly plants in Kentucky and Ohio. Pricing will be out there nearer to launch in early 2023. The starting up price ranges of the motor vehicles currently variety from about $40,000 to almost $100,000.

Ford unveiled its new Tremendous Duty products a day just after crosstown rival, Common Motors, introduced updates to its 2024 Chevrolet Weighty-Duty pickup that is envisioned to go into production the very first 50 percent of subsequent yr.