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Ford unveils new F-Series Super Duty trucks

2023 Ford Super Duty F-350 Limited

Ford

DETROIT — Ford Motor is redesigning its core product line with new software and connected data metrics to increase profits in its commercial vehicle business.

The Detroit automaker on Tuesday unveiled its 2023 F-Series Super Duty trucks, a lineup of vehicles ranging from large pickup trucks to commercial trucks and chassis cabs used for emergency response, towing and plowing, and construction or utility work.

Part of Ford’s best-selling F-series truck line, the vehicles are highly profitable, key to retaining loyal customers and an important part of Ford’s plans to grow its commercial business..

“This is extremely important. Super Duty is the revenue of Southwest Airlines, Marriott or Nordstrom. It’s a big 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 the Ford Super Duty line of vehicles, but most recently Southwest, Marriott and Nordstrom reported $14 billion to $16 billion in annual revenue. Ford’s total revenue in 2021 was over $136 billion.

According to Ford, citing S&P Global Mobility data, Super Duty trucks account for more than 50% of the utility, mining, construction and emergency vehicle market.

The design of the new trucks is markedly different from the outside, with redesigned headlights with C-clamps and larger grilles. But the most important changes for Ford cannot be seen with the naked eye, including new electrical architecture or the brains of cars. The updates will give Ford the opportunity to introduce new software, data telematics and fleet management tools, Cannis said.

2023 Ford Super Duty F-550 cab chassis

Ford

Software tools will help businesses track maintenance needs, vehicle locations, driver behavior, downtime and more. Fleet operators can also set operating times that will prevent vehicles from starting outside of the approved times.

Such services are seen as the main opportunities for Ford to generate regular income throughout the life cycle of vehicles – something automakers like Ford have been unable to achieve other than regular maintenance and repairs through franchised dealers.

Ford Pro’s mission is to act as a one-stop shop for cars, as well as manage the software companies use to monitor them, Cannis said. was a third party domain.

Connected features are powered by built-in 5G connectivity — a first for US pickups — using an AT&T service and a Qualcomm modem.

2023 Ford Super Duty F-350 Limited

Ford

“We’re focused on maximizing productivity, maximizing profits for businesses of all sizes,” Raj Sarkar, Ford Pro’s general manager of marketing and strategy, said during a media briefing.

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

Super Duty trucks also have a new interior, as well as other trailer and towing upgrades, both of which are important for owners of larger trucks. New features include trailer navigation, which plots routes that can be safely traveled on given trailer dimensions and weights to avoid potential problems with low bridges and tight turns, and a second backup camera that can be used when the truck’s rear door is open . way down.

While Ford is investing billions in electric vehicles, the new trucks are powered by one of four V-8 petrol or diesel engines. Large trucks such as the Ford Super Duty are expected to continue to be powered by conventional 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 cars currently range from $40,000 to nearly $100,000.

Ford unveiled its new Super Duty products a day after General Motors announced updates to its 2024 Chevrolet Heavy-Duty pickup truck, which is expected to begin production in the first half of next year.

2023 Ford Super Duty F-250XL STX

Ford


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