Ford Motor Company (F) Morgan Stanley 12th Annual Laguna Conference summary

Leadership and organizational updates

• CEO of Ford Pro, Ted Cannis, announced retirement after 35 years, leaving a strong foundation for future growth.

• Leadership team is focused on sustaining market leadership, expanding software and services, and improving customer productivity.

Business model and market position

• Commercial customers prioritize total cost of ownership, uptime, and vehicle flexibility.

• Holds market leadership in North America and Europe for commercial vehicles, with a broad and flexible lineup.

• Integration of hardware, software, and cloud applications is driving customer productivity and business diversification.

Software and services growth

• Over 600,000 paid software subscriptions, growing at 40% year-over-year, mainly in telematics.

• Average revenue per user (ARPU) is $7–$8 per month, with growth driven by product and market expansion.

• New offerings include video telematics, remote command/control, and expanded fleet management solutions.

• Customers report 10–20% improvements in total cost of ownership and significant reductions in fleet downtime.