Ford unveils new F-Series Super Duty trucks

DETROIT – Ford Motor is redesigning a core product line, leaning on new software and connected data metrics, to boost profits in its commercial vehicle business.

The Detroit automaker on Tuesday revealed its 2023 F-Series Super Duty trucks, a line of vehicles ranging from large trucks to commercial trucks and chassis-cabs that are used for the response of emergency, towing and plowing and construction work or public services.

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The vehicles, which are part of Ford’s best-selling F-Series truck line, are high-margin, key to retaining repeat fleet customers and an important part of Ford’s plans to grow its commercial business..

“These are very important. Super Duty is the size of Southwest Airlines, Marriott or Nordstrom revenue. It’s a huge part of the business,” Ford Pro CEO Ted Cannis told CNBC. “And now we’re bringing them into the digital age.”

Cannis declined to disclose revenue for Ford’s Super Duty line, but Southwest, Marriott and Nordstrom recently reported annual revenue between $14 billion and $16 billion. Ford reported more than $136 billion in total revenue in 2021.

Super Duty trucks have more than 50 percent market share in utility, mining, construction and emergency response vehicles, according to Ford, citing data from S&P Global Mobility.

The new trucks’ designs are noticeably different on the outside, with redesigned C-clamp lights and larger grilles. But the most important changes for Ford are not visible to the naked eye, including the vehicles’ new electrical architectures, or brains. The upgrades will give Ford the ability to introduce new software, data telematics and fleet management tools, Cannis said.

Software tools will help companies track maintenance needs, vehicle location, driver behavior, lost idle time and other metrics. Fleet operators can also set operating schedules that would prevent vehicles from starting outside of approved times.

These services are seen as important opportunities for Ford to generate recurring revenue over the life cycle of vehicles, something automakers like Ford have been unable to achieve beyond routine maintenance and repair through franchised dealers.

Ford Pro’s mission is to act as a one-stop shop for vehicles as well as the software management companies use to monitor them, Cannis said, laying the groundwork for subscription-based companies and additional revenue opportunities. recurrent for Ford that they have historically had. state domain of foreign companies.

Connected features are powered by embedded 5G connectivity, a first for US pickups, using AT&T service and a Qualcomm modem.

“We’re focused on maximizing productivity, maximizing the bottom line for companies of all sizes,” said Raj Sarkar, general manager of marketing and product strategy for Ford Pro, during a media briefing.

Ford Pro is one of the company’s three main business areas under CEO Jim Farley’s Ford+ restructuring plan, which aims to grow and create value in all three segments in the coming years.

The Super Duty trucks also feature new interiors as well as other towing and towing upgrades, both of which are key for owners of larger trucks. New features include trailer navigation, which plots routes that can be safely navigated with given trailer dimensions and weight to avoid potential problems with low bridges and tight turns, as well as a second backup camera that can be used when the tailgate of a truck is down.

Although Ford is investing billions in electric vehicles, the new trucks are powered by one of four gasoline or diesel V-8 engines. Large trucks like Ford’s Super Duty are expected to continue with traditional engines for the foreseeable future.

The 2023 F-Series Super Duty is built at Ford’s assembly plants in Kentucky and Ohio. Pricing will be available closer to launch in early 2023. Starting prices for vehicles currently range from around $40,000 to nearly $100,000.

Ford unveiled its new Super Duty products a day after rival General Motors announced updates to its 2024 Chevrolet Heavy-Duty pickup that is expected to go into production in the first half of next year.