When Ford Pro launched some time ago as The Blue Oval’s new, dedicated, commercial fleet business, it did so with a focus on more than just existing as a division that wants to sell vehicles to those types of customers. Instead, Ford Pro is also focused largely on software designed to reduce downtime, save money in a variety of ways, and also enable commercial fleets to run more smoothly in an automated manner. Thus far, Ford Pro software subscriptions have proven to be a big hit for all of those reasons, and that success continued throughout the course of 2024 as well.
According to The Blue Oval’s Q4 sales report, the Ford Pro Intelligence software platform now has around 649,000 active subscriptions, based on end of Q4 estimates, which is 27 percent more than 2023. That’s significant growth in a year by any measure, but not a figure that’s terribly surprising given what we’ve seen thus far. On the flip side, Ford Pro software is also incredibly profitable for the automaker itself, as CEO Jim Farley previously revealed.
“It is, like, if you’re looking for the future of the automotive industry, stop looking at FSD and Tesla. Look at Ford Pro. It’s got 0.5 million subscribers with a 50 percent gross margin,” Farley stated last year. “They spend 20 minutes looking at the data every day and they’re in the plumbing business. They’re not in the car business. They – only 10 percent that do business with us or after sales, and we make 35 percent margin when we sell a part. And we’re about to go to full prognostics in all of our vehicles. It’s like John Deere seven years ago.”
As Ford Authority previously reported, John Lawler, vice chair and chief financial officer for Ford, also believes that Ford Pro is nowhere near maxing out its potential, either. “Right now, we have about a 12 percent attach rate on subscription services,” he said “It’s about 500,000 we have right now, about 30 percent of our vehicles are equipped with modems that are on the road today. By ’26, we’re going to grow the number of vehicles equipped with modems to 60 percent, and we’re going to take our attach rate from 12 to 36 percent.”
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