Ford is attempting to transition its high-margin commercial business to electrification and add a suite of software services to build on its leading commercial truck and van market share. Cannis said Ford has roughly 125,000 fleet customers in the U.S. serviced by 650 commercial vehicle centers.
“We’re in a totally unique position to dominate the light-duty commercial vehicle business,” Ford CEO Jim Farley said in a media presentation here Tuesday. “Commercial customers have very different needs, but most automakers sell to them watered-down versions of their retail offerings, and that is a strategic mistake.”
The automaker hopes the Ford Pro business can be a one-stop shop for customers by selling them not only vehicles but a suite of subscription services to better manage their businesses, all built off a proprietary software platform called Ford Pro Intelligence. Those services include charging, telematics, security systems and digital field service tools.
“Our vehicles will still be really important, but I think loyalty to the brand is going to be driven by the software experience,” Farley said. Business owners “are looking for 100 percent uptime. These are productive tools for them.”
The automaker expects the Ford Pro unit will generate $45 billion in revenue by 2025. Executives have also said they expect to capture more than $1 billion in revenue from commercial vehicle charging by 2030.
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