Ford largely ditched its efforts to develop Level 4 and 5 autonomous vehicle technology years ago, but it hasn’t given up on those types of things entirely. In fact, Ford has been exploring the idea of making its own robotaxi as well, which could join models already in use from companies like Waymo – or even share technology with that company. In terms of servicing robotaxis, Ford CEO Jim Farley also sees a big opportunity for the automaker’s commercial-focused Ford Pro business unit, too.
“It’s early days. We’re in the first inning of this rolling out. It is very exciting for me to be in the industry in 40 years and see all these autonomous robotaxis,” Farley said during Ford’s Q2 earnings call with investors. “The technology is fascinating, but as far as making money off the business, which we have to bet on our capitals, leaders of the company, we think that if these robotaxi fleets are large fleets, I’m not sure it’s going to be a super profitable business, but someone’s going to make money on owning those fleets and maintaining those fleets. And this is a very congruous capability versus our service build out for Pro.”
“We have nothing to announce today, but this is quite intriguing for us as a company. We really feel like the fleet management opportunity is a big upside for Ford Pro. We’re doing it digitally today. Part of those software that we sell that Andrew mentioned that’s going at 24 percent is fleet management software. It’s very popular. Going into the physical fleet management is a different thing. It takes capital, it’ll require leasing, and a lot of other more capital-intensive investments. So, we have to be thoughtful about that. But we are very intrigued about these robotaxi fleets, what they could mean for Pro and our dealers over time. Again, nothing to announce today, but I think you’ve heard what we said pretty clearly.”
Earlier this year, Ford Pro CFO Navin Kumar spoke at length about Waymo and its potential of partnering up with that company during a recent appearance at the Deutsche Bank Global Auto Industry Conference, noting that the automaker may lean on it for Level 4 autonomy, which would seemingly make sense, given this information. Numar later added that “Pro can become a really valuable partner in terms of our mobile service, our charging solutions,” too, potentially previewing that type of mashup.
Working to capitalize on social media trends.
One of the most unique builds we've seen in some time.
Plans haven't changed in that regard.
Not bad considering the E-Series is available exclusively as a cutaway.
Low-interest financing on the heavy-duty pickup truck.
