Ford unveils new F-Series Super Duty truck

2023 Ford Super Duty F-350 Limited


ADVICE – Ford Motor is redesigning a key product line, based on new software and connected data metrics, to increase the profitability of its commercial vehicle business.

On Tuesday, the Detroit automaker unveiled its 2023 F-Series Super Duty trucks, a lineup that ranges from full-size pickups to commercial trucks and used chassis cabins. for emergency response, towing and plowing, construction or utility work.

Vehicles – a best-selling part of Ford F-Series truck series – is highly profitable, the key to customer retention recurring fleet and is a major part of Ford plans to grow commercial business.

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

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

Super Duty trucks account for more than 50% of the market share in utilities, mining, construction and emergency vehicles, according to Ford, citing data from S&P Global Mobility.

The design of the new trucks is noticeably different on the exterior, featuring redesigned C-clamp lights and a larger grille. But Ford’s most important changes are invisible to the naked eye, including the car’s new electrical architecture or brains. The updates will give Ford the ability to introduce new software, data telematics and fleet management tools, Cannis said.

2023 Ford Super Duty F-550 Cabin chassis


Software tools will help businesses track maintenance needs, vehicle location, driver behavior, wasted idle time, and other metrics. Fleet operators can also set uptime to prevent vehicles from departing outside of the approved time.

Such services are seen as a key opportunity for Ford to create recurring revenue throughout the vehicle’s life – something automakers like Ford can’t achieve beyond regular maintenance and repairs through franchised dealers.

Ford Pro’s mission is to act as a one-stop shop for vehicles, as well as manage the software companies use to monitor them, laying the foundation for their businesses, Cannis said. subscription-based and additional recurring revenue opportunities for Ford have traditionally been the domain of third-party companies.

Connected features powered by embedded 5G connectivity – a first for pickup trucks in the US – use AT&T service and a Qualcomm modem.

2023 Ford Super Duty F-350 Limited


Raj Sarkar, general manager of product strategy and marketing for Ford Pro, said in a media conference: “We’re focused on maximizing productivity, maximizing profits for our businesses. all sizes.

Ford Pro is one of the company’s three main business areas under Jim Farley’s Ford CEO + restructuring plan, targeting growth and value creation in all three segments in the coming years.

The Super Duty trucks also get new interiors as well as other trailer and trailer updates – both of which are key for owners of larger trucks. New features include trailer navigation, which maps routes that can be safely navigated with certain trailer sizes and weights to avoid potential problems with low bridges and tight turns, as well as cameras The second backup can be used when the rear of the truck is down.

Although Ford is investing billions of dollars in electric vehicles, these new trucks are powered by one of four V-8 petrol or diesel engines. Large trucks like Ford’s Super Duty are expected to continue to be powered by 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. The car’s starting price currently ranges from around $40,000 to nearly $100,000.

Ford announced its new Super Duty products a day after crosstown rival, Synthetic engineannounced updates to the Chevrolet Heavy-Duty 2024 pickup, which is expected to enter production in the first half of next year.

2023 Ford Super Duty F-250 XL STX


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