Ford Unveils New F-Series Super Duty Trucks
2023 Ford Super Duty F-350 Limited
DETROIT — Ford Motor is redesigning a core product line, leveraging new software and connected data metrics, to boost profits in its commercial vehicle business.
The Detroit automaker on Tuesday unveiled its 2023 F-Series Super Duty trucks, a line of vehicles ranging from large pickup trucks to commercial trucks and chassis cabs that are used for emergency response, towing and snow removal, as well as construction or utility work.
The vehicles – part of Ford’s best-selling F-Series truck lineup – are high-margin, key to retaining repeat fleet customers and an important part of Ford’s plans to grow its business..
“These are extremely important. Super Duty represents the size of the revenues 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 revenues for Ford’s Super Duty line, but Southwest, Marriott and Nordstrom recently reported annual revenues of between $14 billion and $16 billion. Ford reported more than $136 billion in total revenue in 2021.
Super Duty trucks hold more than 50% of the utility, mining, construction and emergency response vehicle market, according to Ford, citing data from S&P Global Mobility.
The designs of the new trucks are particularly different on the exterior, with redesigned C-clamp lights and larger grilles. But the most significant changes for Ford can’t be seen with the naked eye, including new electrical architectures, or brains, of the vehicles. 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 Chassis Cab
The software tools will help businesses track maintenance needs, vehicle locations, driver behaviors, idle time lost, and other metrics. Fleet operators can also set hours of operation that would prevent vehicles from starting outside of approved hours.
These services are seen as major opportunities for Ford to generate recurring revenue throughout the lifecycle of vehicles, which automakers such as Ford have been unable to achieve beyond maintenance and regular repairs through franchised dealers.
Ford Pro’s mission is to act as a one-stop-shop for vehicles as well as managing the software companies use to monitor them, Cannis said, laying the foundation for subscription-based businesses and additional recurring revenue opportunities for Ford. that have historically been the domain of third-party companies.
Connected features are powered by built-in 5G connectivity – a first for mics in the US – using AT&T service and a Qualcomm modem.
2023 Ford Super Duty F-350 Limited
“We are focused on maximizing productivity, maximizing results for businesses of all sizes,” Ford Pro general manager of marketing and product strategy, Raj Sarkar, said at a press briefing.
Ford Pro is one of the company’s three main areas of business under CEO Jim Farley’s Ford+ restructuring plan, which targets growth and value creation in all three segments in the coming years.
Super Duty trucks also feature new interiors as well as other towing and trailering updates – two essentials for larger truck owners. New features include trailer navigation, which plots routes that can be traveled safely with given trailer dimensions and weight to avoid potential issues with low bridges and tight turns, and a second trailer camera. recoil 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. Big 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 Assembly Plants in Kentucky and Ohio. Pricing will be available closer to launch in early 2023. Vehicle starting prices currently range from around $40,000 to nearly $100,000.
Ford unveiled its new Super Duty products a day after crosstown 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.
2023 Ford Super Duty F-250 XL STX